ENVIRONMENTAL - International Erosion Control Association

PEER
review
Business Matters
Planning for Profits, Part 2–
Designing a Marketing Plan
that Works
This is the concluding segment on developing a strategic marketing plan. Remember that marketing is the overall process
of determining what potential business exists (or may exist) within your geographic area and determining whether your
company can and should pursue the business. If you determine that you should pursue the business then marketing will
help to determine how to pursue it effectively and what changes within the company are necessary to take advantage of
the new business.
So how do we build a strategic and usable marketing plan There are at least
seven steps that you want to take in designing a well-crafted marketing
plan.
By Judith M. Guido
Step One: The SWOT
Start by performing an internal analysis to identify your Strengths, Weaknesses,
Opportunities, and Threats (a SWOT analysis) so that you can objectively
determine your goals and objectives, capabilities, and company direction.
This business analysis includes looking at current customer segments you serve,
geographic areas, and the products and services you deliver to the market.
Look at trends, growth patterns, and demographics (i.e. age, gender, income)
in your market. Be sure that your marketing goals reflect the overall company
mission, culture, core competencies, and demographics. Measure your name,
brand, and service awareness. Does your audience know who you are and what
you do Look at your service offerings, pricing, and delivery. Can you deliver
your products and services to your customer when they need them and at their
price point
Look at past marketing campaigns and analyze what has been successful and
where you need to improve your efforts.
Step Two: Target Your Market
Target your market. You need to identify both current and potential primary
and secondary markets. This requires data and some digging both within and
outside the company. You can collect this data from your professional association
(such as IECA) as well as local real estate agents, banks, and the state.
You need to conduct your own primary research with your existing customers,
prospects, and defectors. Inquire as to what criteria they use when selecting
an erosion control professional, what gaps exist in services or products
provided, ascertain how they define value, and ask how you compare to your
competition.
OCTOBER 2007 • 11