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| Having a good strategic marketing plan has never been more important than it is in today’s hostile and complex competitive business environment. Often, it can be the difference between success and failure. This document will provide a “how to” perspective on building a strategic marketing plan as well as case histories from digital service providers that are evolving marketing strategies. |
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Features
Introduction The Elements of a Strategic Marketing Plan Targeting the Right Customers B2B versus B2C
B2C
B2B Market Positioning
How do I Position my Firm?
1. Superlative: Why Choose this Supplier?
2. Label: What are the Products and Services Offered?
3. Qualifiers: Who Should Choose this Product?
4. The Benefit: What Value do you Bring? What Problem do you Solve?
Canfield & Tack… It Starts with Market Positioning The 4 Ps of the Marketing Mix
Product: Transforming Your Product Mix
Developing and Defining the Offer
The Realities
Great Products = Revenue Growth
Pricing: It’s About Value!
What is Value?
Price versus Value
Place: Sales and Distribution in an Internet World
Distribution Considerations
F.P. Horak: Driving Business Growth
VistaPrint: Leveraging Partnership Programs
Four51: Commerce Networks for Buyers and Sellers
Promotion: How to Be Noticed by Prospects and Customers Building Awareness in a Multi-Media World
1. Advertising/Direct Mail
2. Event Marketing
3. Public Relations…The Forgotten Tool?
The Internet
New Media Self-Promotion…It’s the Key to Success! Conclusion
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