How to Prepare a Marketing Plan
Social marketing was “born” as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to “sell” ideas, attitudes and behaviors. Kotler and Andreasen define social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.” This technique has been used extensively in international health programs, especially for contraceptives and oral rehydration therapy (ORT), and is being used with more frequency in the United States for such diverse topics as drug abuse, heart disease and organ donation.
Like commercial marketing, the primary focus is on the consumer–on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Marketing talks to the consumer, not about the product. The planning process takes this consumer focus into account by addressing the elements of the “marketing mix.” This refers to decisions about 1) the conception of a Product, 2) Price, 3) Distribution (Place), and 4) Promotion. These are often called the “Four Ps” of marketing. (Quoted from http://www.social-marketing.com/Whatis.html)
Step 1: Understand the BRAND, the PRODUCT and the INDUSTRY.
Check the website, study basic features of the product, check competitors and gain market insights
Step 2: Understand CONSUMERS
Search on the internet, Twitter, blogs, Facebook, Youtube. Answer these question: Why some people buy this brand and why some people don’t buy this brand? What is the biggest barrier to purchase?
Step 3: Identify your GOALS
What is the objective of your plan? –Raise awareness, -Improve brand image, -Improve operations, -Drive sales (all of these, or some of these)
Step 4: Define the ideal CONSUMER TYPE(s) that you want to target
-Do you want to get similar customers or completely different customers?
-5W (who are they, what do they do, where do they live, where do they buy, why do they buy)
-How do they use the internet, how do they use the media, how do they shop, how do they use the product. How can we find them?
Step 5: Demonstrate your ADVERTISING IDEAS and branding ideas
-What is your message?
-What kind of functional benefits will you emphasize (e.g. convenient, special features, customizable, many options, healthy, etc.)
-What kind of emotional benefits will you emphasize (e.g. self-confidence, family bonding, likability, freedom, etc.)
-Branding activities (sponsorships, CSR, educating people, leading the society, having a social mission, etc.)
Step 6: Demonstrate your PROMOTIONAL IDEAS
-How will you drive sales? (e.g. sweepstakes, contests, gift cards, free gifts, collaboration with similar brands, discounts in certain occasions, etc.)
Step 7: Demonstrate your SOCIAL MEDIA IDEAS
-How will you get more followers in social media?
-What kind of social media campaigns will you have to drive sales?
How to Grow Sales
Good Advertising= Good Storytelling
- Brands should ask these questions first to tell their stories successfully:
- – How does the brand’s product/service empower its customers and enrich theirlives?
- – How can the brand transform its customers’ lives in a positive way?
- – What is the background story of the brand? Is there a personal background storyrelated to the brand? How, why, when it was founded?
- – What are the success stories of the brand? How did people feel before using thebrand. What was the biggest obstacle in peoples’ lives before using the brand? How did the brand change people’s lives? How do people feel after using the brand? What is the lesson?
- – Why should people trust the brand (Because it is like one of them or it is used by people like them)?
- A good story should have these elements:
- – A) surprise ending B) A character that the audience can relate to C) make theaudience think
- – A) Detailed beginning that supports imagery B) Suspense/rising action(interesting things happening one another so the audience gets curious about theending
- – A) Conflict (conflict between two characters or a person facing an obstacle) B)Climax (the turning point of the story)