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basic essentials
The most important consideration is to ensure
that there is a clear objective. Is the intention to introduce:
- Exisiting products and services to existing
customers.
- New products and services to existing customers.
- Exisiting products and services to new customers.
- New products and services to new customers.
This will define the nature of the campaign or
campaigns to be planned. If you want to acheive all four, you will
need to plan four campaigns to cover their varying requirements.
Neither marketing or sales can be considered in isloation as they
are required to be part of a totally integrated plan. We have found
that a successful development plan includes the following aspects.
- Identify the target market and the people
you wish to approach within that market (prospects)
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- Trawl the providers of prospect data
to find one that can meet your requirement.
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- Analyse the competition for strenghs
and weaknesses.
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- Develop the value propositions.
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- Design and create the support collateral
in either, or both, hard and electronic formats.
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- Decide on the communication means.
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- Decide on and if necessary implement
an appropriate support infrastructure.
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