| The Problem with Marketing
 There are so many ways you can communicate with your market, none of which can be proven successful for you before you have to make a decision. That means there is always the concern that what you are doing may prove to be a waste of money or may not be enough of a spend to be effective.
So much of marketing is based around “that sounds like a good idea” not on a well reasoned and researched plan targeting a budgeted spend. Consequently, marketing activity is haphazard, the messages are inconsistent and we have no real idea if it worked or not.
Having a functional Marketing Plan keeps your company on its roadmap to success
A plan empowers you to become PROactive rather than REactive by planning the year ahead’s marketing promotions and setting aside a pre-planned budget for each. The plan includes details about your business' goals, unique selling proposition, and plans for advertising and promotions as well as methods of measurement.
A great Marketing Plan acts as your in-house marketing advisor and allows you to put your time into other aspects of your business.
Here at Hot Pyjama Productions, we’re not just graphic designers. Our marketing experts are up-to-date with marketing techniques and tools - from target market analysis to the latest social media marketing - and we’ll help you to create an ideal Marketing Plan, tailored to your unique business.
We will do this via a 3 Stage Process ...
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Stage One – The Business Plan
To get the most out of your marketing plan, you’ll need to put together a mini business plan as a snapshot of your company’s current situation and the direction in which you want to take it.
Why?
A business plan is crucial for any business that wants to survive and make a sustained profit. It helps you to understand what you want from your company and helps us to get to know your company better in order to create a solution to fit your goals.
How does Hot PJ make it easy?
We have created a mini-business-plan template for you to fill in. The template features simple sections that we have pre-filled in with a fictional business. This will help you to understand what each section is for and may also give you some ideas for your own business.
Our team will review your completed business plan and integrate it into the next stage.
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Stage Two – Customer or Client Profiling
An exercise that will classify your existing best clients into distinct categories.
Why?
Profiling your best clients helps you to better understand each client and helps you to identify characteristics that those clients have in common. Knowing who your best (A-Class) clients are helps you to:
- target your marketing towards generating repeat business from those clients
- generate new clients of the same caliber as your current A-Class
- improve your customer service towards your A-Class
- spend less money satisfying your lower class, less profitable clients
How does Hot PJ make it easy?
We will provide you with a table that covers the essential categories. We’ll work with you to fill in the information for one or two of your clients, and all you need to do is copy this procedure for your top 10 or 20 customers.
With this information, we will then correlate the similar characteristics of your top clients and create an ideal client profile. This will become your preferred target market.
We will then integrate this information into the final stage.
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Stage Three – Planning Your Marketing
This stage will feature the most face-to-face time with you and one of our marketing professionals. In this stage, we will discuss your previous budgets and marketing expenditure and review the strengths and weaknesses of your past marketing projects.
Armed with this information and with the tools created in the previous two stages, we will put together your Marketing Plan.
We have found that heavily worded documents with long technical jargon send us to sleep and quickly gets filed away, gathering dust! The Marketing Plan will only work if it is continually referenced throughout the year.
For this reason, we will provide you with a simple, easy-to-use reference document that is relevant, concise, practical and most of all; functional. This document will help you to be proactive rather than reactive when it comes to planning your marketing tools and campaigns.
Through completing these stages, your business will have the following essential tools that keep you and your employees on track and add value to your business:
- A Simple Business Plan
- An A-Class Client Analysis and Profile
- A Marketing Plan, Budget and Action Plan Calendar
Throughout this process, you’ll find our team refreshingly approachable, polite and enthusiastic about your business success.
Hot PJ Marketing Ignition Kit
To find out how to get planned and measured results from your marketing, contact Mark Lincoln at Hot PJ:
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