In our constantly changing environment, if you always do what you've always
done, then you'll always get what you've always got - and that's not enough!
Building a strategic marketing plan is a powerful way to take a step back from
day-to-day activities, review the opportunities available to your business and
your products, and build a roadmap of tactics that will set you apart from the
competition.
In this workshop, we look at how to build a customer-focused strategic marketing
plan to pin-point your milestones to success over a 12-month period.
This programme will help participants to:
* Understand the key questions that a strategic marketing plan should answer
* Understand the value of customer and competitor insight and how to develop
actionable insights to guide your plan
* Conduct a market analysis and identify the barriers and drivers to success
* Learn how to build a customer buying journey and how to identify the most
valuable customers
* Develop a customer-focused strategy and customer engagement plans
* Develop core messages and winning tactics to engage with your key customers
* Identify the key metrics to review and measure to keep your plans on track
1 SITUATIONAL ANALYSIS
* Introduction to marketing strategy
* Market and competitor analysis and insight generation
* Understanding the customer buying journey
* How to segment customers to identify your most valuable customer
opportunities
* Identifying the barriers and drivers to your success
2 STRATEGY
* Introduction to strategy
* How to build strategic imperatives and SMART objectives
* How brand vision and positioning drive customer focus
* A guide to building key message themes
3 TACTICS, MESSAGING AND MEASUREMENT
* Introduction to building customer-focused tactics
* How to build a customer-engagement plan
* How to build key messages and a customer-focused tactical plan
* A practical guide to developing key metrics to review success and keep your
plans on track
ACTIONABLE OUTCOMES
Throughout the programme we will use your own product examples to build your
plan, participants will:
* Learn best practice examples of strategic planning
* Discover market and customer opportunities to strengthen your competitive
edge
* Create a strategic plan that can be implemented immediately within your
business
* Start planning compelling marketing messages to reach the right customer at
the right time
* Receive immediate feedback on your strategic marketing plan
* Have the opportunity to share common issues and solutions with colleagues in
the group