Create a Simple 6 Step Marketing Plan
For the vast majority of businesses, a 75 page marketing plan isn’t necessary. By developing a simple marketing plan, you can effectively communicate it to your employees, clients, and prospective clients. Here’s how to do it in six easy steps followed by an example:
Mission — What problem do you solve, or need do you meet?
Target Market — Who will you do it for? What does your ideal client look like? Describe them.
Goals — What do you want to achieve, by when, and how will you measure success?
Purpose (of Plan) — What is the call to action? What do you want prospective buyers to do?
Message — How do you explain why they should buy your product or service? What’s your Unique Value Proposition that sets you apart from competitors?
Means — What tactics, methods, and tools will you employ? Who will do it?
Example: Unique Dental Arts is a 5-person dental lab located in Atlanta, Georgia
Mission — We are a trusted partner to dentists who excel at providing optimal restorative dentistry outcomes to their patients.
Target Market — General dentists committed to continual learning that view their laboratory as a respected and trusted partner in delivering world-class restorative solutions to patients as a Team.
Goal — To grow our annual revenue by 20% in 2022 through aggressive investment of 10% of net sales in marketing.
Purpose — To motivate our valued clients to refer other top-notch dentists to us for a “Get to know each other” lunch or dinner meeting so that we can add 3 new clients doing an average of $5,000 per month in lab work by December 31, 2022.
Message — We radiate conscientiousness, blended with proven expertise in restorative dental treatment planning, all ceramics, digital workflows, and implant restorative techniques. We offer visually stunning and functional crowns and bridges and want to partner with dentists that want the absolute best for their patients.
Means — Marketing tools include an interactive web site, social media, e-mailings, toll-free number, referral program, lunch and learns in dental offices, and evening CE programs with supplier partners.
Frank Manfre — Breakthrough Consulting www.frankmanfre.com
