Professional Documents
Culture Documents
Sample
Strategic/Marketing plan
August 2004
Dan Beaulieu
D.B.Management Group L.L.C.
Strategic Plan Sample
Strategic/marketing plan
Objectives
To increase sales
To be more visible in the marketplace
To grow our fast turn business
To gain dominance in specialized niche
Electronics
To get more out of our reps
To get more out of our sales force
Strategic Plan Sample
Before Getting Started
A word about D.B.Management and how we
operate: This is what we promise you
1. We teach you how to sell and market we don’t do it for you.
1. We help you with all of your sales/ strategic and marketing needs. We train,
we strategize, we help you to compete better and we show you how to win.
2. We work with strategically and tactically not specifically. We don’t get
involved in specifics like customers and pricing. By doing this we work with
more than one client at a time in the way that a personal trainer/ coach does
2. The very nature of our work is highly confidential. What happens in your shop
stays in your shop.
3. We equip you to compete successfully in the marketplace.
4. Besides being strategists we are implementers. If our are plans are not realized
through direct implementation and success measurement, you will not be
successful and we will not be successful.
5. When we take on a client we assume responsibility for their success.
Strategic Plan Sample
Strategic/marketing plan
Deliverables
Develop a marketing communications plan that
will include:
Updated sales literature
New Niche electronics brochure
Sales Presentation
Numbers game
Consistent message
Strategic Plan Sample
Strategic/marketing plan
ADVERTISING
GET THE MESSAGE OUT
We are the best value in the industry
Special ads for
Niche business
Specialized business
Company message
Exactly what we want to sell
“DEVELOP 4 ADS AND ROTATE THEM
ADVERTISE IN PCBD&M AND US TECH
Circuits Assembly and appropriate medical trades
Strategic Plan Sample
Strategic/marketing plan
ADVERTISING/ direct mailing list are
available for advertisers in PCBD&M at
$800 per five thousand mailing labels.
We should do four mailings using these
labels
Strategic Plan Sample
Strategic/marketing plan
Permission marketing
Get customers and target customers permission to send
them info about our company on a regular basis.
Add to data base
Send them “valuable” information on steady basis
They get used to us and hearing from us
Are exposed to benefits of dealing with us
Become customers
Become loyalists
Strategic Plan Sample
Strategic/marketing plan
Customer Surveys
We need to know what our customers are
thinking. What they are saying about us and
what their needs are. Our focus has to be on
the customers:
Online surveys
Phone surveys
Develop a users group?
Action: Decide and implement: Date
Strategic Plan Sample
Strategic/marketing plan
Trade Shows
Selection: which shows should we attend?
Show strategy/ reasons for attending
Tactics: Getting the most out of the show
Set and meet goals
Measure success
Plan for next time
Post show follow up
Action: develop a trade show plan/ Date_____
Strategic Plan Sample
Strategic/marketing plan
Promotional items:
Items have to be consistent with our message
They need to be helpful and valuable
Something the receivers will keep and use
Something that will show our name
Something that will be kept at work
“Neat products”
Strategic Plan Sample
Strategic/marketing plan
Articles and Seminars/ Niche
To position us as industry experts
Multi-uses: An article in a magazine can be:
Basis for a paper at IPC expo
Reprinted as literature
Made into a pamphlet
A branding device
A promotional give away
A basis for a seminar
Given at customers sales meetings
Action: developed a multi-year publication plan
Strategic Plan Sample
Strategic/marketing plan
Niche
Marketing plan:
Getting the word out
Separate from Strategic Plan Sample
Good business