Marketing Plans are not About Companies

Most companies develop their marketing plans starting with the normal research, objectives, strategies and tactics with the sole purpose of increasing the company’s revenue and profit structure. However, marketing plans are not about companies – they’re about customers and what they experience that triggers a purchase and ultimate company loyalty.

Therefore, the development of marketing plans – or even singular promotional campaigns should start with the end – not the beginning. The end is about the customer or client who purchases your product or service.

Think through these questions when developing your customer profile.

1.  Who are we providing value to? (current customers, potential customers, lapsed customers)

2.  What needs and wants define your ideal customer?

3.  What characteristics define your ideal customer?

4.  Can your customers be sorted into different categories based on their needs, wants and characteristics?

5.  Why will this customer hire you?

Once you decide what you want your end-users to ultimately feel, experience and share with others, you can then work “backwards to the beginning” and develop a successful plan.

Next Week:  Customer Persona Development

Lori Jones, President, Avocet Communications

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Sign up for the StrategyCast Newsletter and receive a weekly marketing podcast episode, clips, resources, and more to help you master your marketing strategy.*
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Crush Your Marketing Strategy with Just a Few Minutes a Week

Sign up for the StrategyCast Newsletter and receive a weekly marketing podcast episode, clips, resources, and more to help you master your marketing strategy.*

* By submitting this form, I agree to the Terms of Use and Privacy Policy, including the transfer of data to the United States. You’re free to unsubscribe at any time.

CONTACT

It’s time to be fearless. It’s time to be bold. Call today and ignite your success! 303.678.7102.

LONGMONT (Headquarters)

425 Main Street
Longmont, CO 80501

DENVER

2373 Central Park Blvd, Ste 100
Denver, CO 80231
*Required Field

CONTACT

It’s time to be fearless. It’s time to be bold. Call today and ignite your success! 303.678.7102.

LONGMONT (Headquarters)

425 Main Street
Longmont, CO 80501

DENVER

2373 Central Park Blvd, Ste 100
Denver, CO 80231
*Required Field