Step 5: Build a Game Plan

Module 1: The Danger of Silos

“Facebook is not a marketing strategy. Email blasts aren't, either. Marketing one channel at a time is one of the biggest mistakes to avoid.“

 

LEARN

  • Learn why a channel-first approach to marketing will likely fail.

LESSONS

  • Half of marketing is wasted.

  • Media Mix: 1+1=3

  • Learn the basics of reach and frequency.

  • Our obsession with counting and why it doesn’t always work.

FRAMEWORKS/TOOLS*

  • Reach and Frequency Guidelines

    * Includes real world examples to see how others got it done.

 

Module 2: Customer-Focused Goals

“Your success is out of your control and in the hands of your customers. You need a clear line of sight between customer actions and your bottom-line in order to grow your business.”

 

LEARN

  • Learn how to link customer behaviors to your business goals.

LESSONS

  • Inside-out vs. outside-in business goals.

  • Understand and manage the lifecycle of customer relationships.

  • Make every customer feel special.

  • Allocate limited resources for maximum impact.

FRAMEWORKS/TOOLS*

  • Customer Actions and Business Outcomes Worksheet

    * Includes real world examples to see how others got it done.

 

Module 3: Meaningful Promotions

“If you're constantly "on sale" what does that say about your value in the first place? Don't get caught in the vicious cycle of discounting your goods and services.”

LEARN

  • Learn to create a promotional strategy that will reinforce your value to customers.

LESSONS

  • The key difference between promotions that build brand equity and sales.

  • Bigger, louder, bolder will lead you to crash and burn.

  • Make both new customers and loyal customers feel special.

  • Inspiration from culture.

FRAMEWORKS/TOOLS*

  • Promotional Worksheet and Calendar

    * Includes real world examples to see how others got it done.

 

Module 4: Marketing Calendar

“You will never reach your destination without a roadmap. Marketing is a journey that requires a well-designed strategy and plan. Don't confuse "real-time" marketing with marketing "from the hip."

LEARN

  • Learn how to build an annual marketing plan to help organize your activities across time and channel.

LESSONS

  • Three different approaches, what’s right for you?

  • Have you done your homework?

  • Can your strategy hold up to high/med/low spending?

  • Make hard choices: focus, focus, focus!

FRAMEWORKS/TOOLS*

  • Annual Marketing/Media Plan Template

    * Includes real world examples to see how others got it done.