planning for success: or how i learned to stop worrying and love the marketing experience
DESCRIPTION
Presentation on the basic steps needed to develop an integrated marketing plan. The presentation was given to artists and arts organizations, but is broadly applicable to other industry segments.TRANSCRIPT
Planning for Success Or How I Learned to Stop Worrying and
Love the Marketing Experience
Technology Workshop for Artists and Arts OrganizationsNovember 14, 2009
Keven ElliffWindridge Solutionswww.kevenelliff.com
In 45 Minutes
Take your SEO-optimized website (Thanks, Mark) and build a comprehensive marketing and business experience around it.
Our goal: leverage your time – keep you focused on your mission or product.
Are You Running a Business?If so, then give yourself a chance to succeed:
Develop a basic (or detailed) business planMake sure it includes a marketing plan
Invest Now for Long-term SuccessGetting started with business and marketing
plans will help you save money and time.Plans help you to be READY to make issues
opportunities instead of problems.
Plan could be 5 pages, or 50.
Key Elements of a Biz PlanExecutive Summary (cocktail party pitch – your
narrative)“Company” Description (how you started,
where you’ve been, where you want to be)Describe your unique service (what is ‘your’ art
about – focus – think from the buyer’s perspective)
Your vision, and mission (be strategic – be different – look ahead 1-3-5 years)
DifferentiationMost overlooked element of business plans.What makes you unique?Don’t guess – ask.
Think you are not different? You’re not trying hard enough.
Have a Vision and MissionWhy the heck are you doing this?Imagine your art or organization is a
MOVEMENT…What does it stand for?What will you do and achieve?Look ahead 1-3-5 years
The Marketing PlanKnow your situation
Market Summary (who’s out there, what do they like, what do they buy)
SWOT (your business’s strengths, weaknesses, opportunities, threats)
Critical issues (trends, personal issues, $$, etc)
The Marketing PlanKnow what you’re shooting for
Link to MissionBusiness Goals
(sales, representation, etc)Strategic Goals
(narrative, profile, buzz, positioning, etc)
The Marketing PlanWhat makes you special?
What is your story…What is your brand…What is your narrative…
…begin to think of yourself as a magazine
The Marketing PlanObjectives
Tie in to vision/mission, 1-3-5SMART (specific, measurable, actionable,
realistic, time-based)Mix achievable with aspirationalExamples: Money, Media, Market awareness
You Need Lead GenerationEyeballs. Readers. Viewers.You need to convert them to buyers.
Know your customers. Who are they? What do they need?
Work Inside Out…and Vice VersaStart close-in: the strongest parts of your
network
Core
What do you need to convert circles 1, 2, 3, 4, 5?
Make sure each circle can help the next
Now Add the Spokes
Media
GalleryYouTube
WEBSITE
Meet leads where THEY are…these are OUTPOSTS.
Match stories to the appropriate outpost.
Tell Stories in the Hub and SpokesRemember that you are a magazine
Marketing/Editorial CalendarPlan your narrative arcPlan your publishingPlan your social media postingPersist. Persist. Persist.
Be RealisticUnderstand expenses and finance.
Spend where you’ll get the most beneiftUnderstand return on investment
Web vs. social media vs. brochures vs. a party Make sure you have what you need to get
things done.Key advisors, software, web services