Join Drew Boyd for an in-depth discussion in this video Leveraging your plan, part of Writing a Marketing Plan.
- Your rent and marketing plan is a great tool to help educate some very important audiences. If you created a cross functional team to help you write the plan, those team members can help spread the word, but there are two other audiences that may need special attention. The first is your sales force, they'll need to understand your marketing plan because they play a key role implementing it. The first thing they need to know is your strategy, especially your value proposition. They should know who the target market is, and they should know where and how to find them.
Share your customer analysis with them, what buying factors are most important to the target audience? Once they understand your strategy, give them the tactical tools they need to sell the product. First, they need to understand how the product works, and how it compares feature by feature to the competitor's product. Next you should share your pricing strategy, and how prices are communicated. Explain how the price was determined in relation to the value delivered. Now you might get some resistance here, because sales people generally like the prices to be low, that's why it's essential they understand how pricing supports the overall positioning.
Finally, share any selling tools you've created to make their job easier. These could include product brochures or tools to demonstrate the product, you might even have a suggested selling script for them to use. The second key audience is your internal or external marketing communications agencies. Now your marketing plan has all the information to create a creative brief, it's a short overview of a creative assignment. It answers key questions like, what needs to be created, how it'll be used, what are the deliverables for the project, and when are the deadlines, it's like a contract.
You can find a template for a creative brief in the exercise files for this course. Whatever format you use it should include the following, first give an overview of your situation analysis. Next, describe the objective of the creative piece, is it a commercial, a sales brochure, a website, and so on. Then describe the target audience, who are we talking to? The more precise and detailed you can be the better.
Next, outline your value proposition and the reasons to believe or RTBs. What are the supporting rationale and emotional reasons to believe and buy? The agency may use these points in the creative piece. Complete your creative brief with a schedule and a budget for the project, but keep in mind that the creative brief should be brief. Don't just hand the agency your marketing plan and expect them to sort through it. A creative brief is much more detailed than your plan, but very focused on just one specific marketing program in that plan.
With the proper guidance from a well written marketing plan your support teams will work better together to achieve your business goals.
- Planning for a marketing campaign
- Writing the situation analysis
- Writing the strategic, tactical, and budget sections of the plan
- Leveraging your plan