Sample Marketing Plan 2.0 Current Market Position

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Example Canterbury Renovations will start advertising on a small scale until resources increase. Initial advertising will be carried out through letter box drops, local paper listings and a direct mail campaign to new home buyers in the area. After six months, the advertising strategy will be reviewed and magazine advertising will be considered along with direct mailing to real estate agents. 7.8.3 Direct marketing strategy A response is required for your activities to be classed as direct marketing. Many forms of advertising can be called direct marketing, but the responses received need to be monitored to assess the value of the strategy. One of the most common forms of direct marketing, especially for small businesses, is direct mail. A letter or flyer is mailed to potential customers in order to build awareness, increase sales, offer a trial or incite them to contact you. Example Canterbury Renovations will use a lot of direct marketing to launch the business and will: • conduct a letter box drop of flyers in the area to offer opening specials • create a newsletter to go out monthly to customers and interested people as a reminder of the business and develop a relationship by offering tips and information • offer business card magnets to real estate agents to offer as promotional gifts for new home owners • add a survey to the website asking people to select which topics most interest them 7.8.4 Sales promotion strategy Sales promotion is a tactical move where you persuade people to act in a particular way that they otherwise wouldn’t have acted. The following activities can be supported by a sales promotion strategy: • introducing new products through a trial • staying competitive through discounts or added on benefits • encouraging year round use of products to reduce seasonal slumps • attracting new customers • increasing the perceived need for your product • increasing the number of items purchased in each transaction Example Canterbury Renovations will offer some sales promotion tools, including: • discounts during the first month of operation to attract customers • discounts for multiple projects (e.g. bathroom and kitchen) • free design service as part of the project 14
7.8.5 Sales strategy Selling by one person to another is highly expensive but also the most effective form of promotion. Obviously, this occurs in every business, with or without sales staff. You need to develop a strategy outlining how much personal selling is included in the plan and how important personal sales is to your target market. Example Initially, there will be no sales staff, but within three months, at least one sales person will be working in the showroom to assist customers. This will allow the owners and tradespeople to concentrate on quotes and projects. The website includes a contact form to collect information so return contact will be efficient and informative for the potential customer. All staff giving quotes and doing designs will be trained is sales techniques to encourage additional work or appliances without being pushy. 7.8.6 Packaging strategy Packaging does more than protect and hold your products as it’s an essential aspect of presentation and branding. Your packaging choices help make your product stand out from competitors’ products and can create perceptions as well. Example The only packaging for Canterbury Renovations is leaving a beautiful renovation in pristine condition with a bunch of flowers on display. 7.8.7 Partnership Any partnerships created with another business should have a separate marketing plan specific to the joint aspects of your business. This marketing plan may allow certain activities and budget for these additional marketing plans. Example A partnership with a local cleaning company will be investigated to ensure clients’ homes are left clean and tidy after renovation work is complete. 7.9 Services marketing There are obvious difference between marketing a product and a service. If your business is a service business, or has a strong service element as part of product sales, there are additional elements of the marketing mix to consider. These are • people • process • physical evidence Selling a service can be harder to control and keep consistency, and as it can’t be stored, may lead to rejecting potential sales in peak times. Customers don’t leave with a tangible item and as a result may value your service differently. 15
Page 1 and 2: Sample Marketing Plan The sample pl
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Page 9 and 10: 6.1 Sales Example Over the next 12
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Page 17 and 18: 8.0 Resource requirements and budge
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Sample Marketing Plan 2.0 Current Market Position

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