Marketing Plan

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Page 1 of 4 Marketing Planning and Strategy

Major Marketing Strategies

The following sections outline the major marketing strategies and examples of tactics that are used in marketing planning.

Internal Marketing

Internal marketing is marketing activities within a company infrastructure that are designed to obtain brand development contribution and maintenance from the employees and other internal participants.

 Examples: Employee newsletters; customer service training on brand support in answering phones, e-mails, etc.; letterheads and all materials retaining logos, colors, etc.; packaging, retreats, and any other manifestations of marketing communication occurring within a company

 Examples of Web marketing: Intranet sites that contain employee profiles, job postings, company information, product specs, posted employee newsletters, contests for employees, sales tracking through data-basing, e-mail updates, other department newsletters, etc.

External Marketing

External marketing is all marketing activities occurring outside the company.

Relationship Marketing

Relationship marketing is strategic relationship management that focuses on several consumer relationships. These relationships can be with the brand, the company, and the account executive (if applicable).

Relationships exist between the selected forms of marketing that relate to the main brand message, and the relationship that marketing is designed to form between brand and consumer. Relationship marketing also refers to the internal relationships among departments in a company that are working to communicate the brand vision and message.

 Examples: Marketing campaigns that focus on creating emotional ties with the target audience, building loyalty, and two-way communication. It is not really so much about the method of delivery, as with ads or direct mail pieces. Rather, it is about building a relationship between the target and the brand.

 Examples of Web marketing: information delivery or communication using the Web site or e-mail campaigns. Pop-up ads can be used for contests, surveys, registration. These mechanisms enable easier communication and interaction between target audience and the brand.

The sales division in relationship marketing is responsible for making direct contact with a potential client/buyer and presenting the product or service offer to the decision maker or influencer.

 Examples: Retail salespeople, sales representatives, and customer service divisions all make sales calls and close sales.

 Examples of Web marketing: Enable sales on Web sites; e-mail coupons that can be redeemed online or in a store; any type of online advertising that will encourage an action, whether the action takes place online or in the store

Page 2 of 4 Marketing Planning and Strategy

Major Marketing Strategies

One-to-One Marketing

One-to-one marketing is a division of relationship marketing. Here, the advertising message is targeted to create the effect that the message is for one person or one target group—usually accomplished in the way the campaign theme is creatively executed.

 Examples: Ad copy that talks directly to "you" the consumer; direct mail pieces where individual names have been dropped in; custom offers made based on data the consumer has provided (For example, you open an account at a bank and mention that you may be buying a car soon. Two weeks later the banker has sent you a note and auto loan application.)

 Examples of Web marketing: E-mail campaigns that address consumers by name and incorporate some form of custom response based on information consumer has supplied in a previous site visit, utilizing site registration data for direct marketing; personalization of site so that when the consumer comes back, the site welcomes the individual and brings up offers based on previous purchasing.

Direct Marketing

Direct marketing involves sending marketing messages directly to individuals in the target audience through various direct communication mechanisms such as mail to consumers and businesses, e-mail, telemarketing, direct sales through sales reps, etc. This form of marketing is valuable because the response to the outgoing pieces is measured. This enables marketers to define true return on investment (ROI) for a direct marketing campaign.

Mass Media Advertising

Mass media advertising usually refers to the four traditional methods of mass marketing. These are print (newspapers and consumer magazines), radio, television, and outdoor. These marketing tools reach large groups of people and are typically used for brand awareness and building brand interest rather than driving a specific action.

 Examples of print advertising: Newspapers, magazines, trade publications

 Examples of TV, radio, and outdoor advertising: Billboards and stadium placement

 Examples of Web marketing: Online newspaper sites with advertising sections; TV Web sites with advertising opportunities; radio station Web sites with contests; ticket reservations; e-mail newsletters for local music announcements

Data-Driven Marketing

Data-driven marketing utilizes data in order to target marketing messages to specific groups, sub-groups, or even individuals.

 Examples of direct mail pieces: e-mail, newsletters, recording data from warranty cards or any type of registration and utilizing the data to market to specific niches or targets

 Examples of Web marketing: E-mail ads, coupons, newsletters with sponsor ads, personalization technologies, response to registration

New Media Marketing

New media marketing includes some of the newly developing ways to reach consumers in todays on-the-go and wired world. Mobile advertising directly linked to cell phones and portable devices such as tablets and e-readers is a fairly new field that has seen rapid growth in the last few years. Social media advertising is also a key player in most marketing campaigns and is useful in reaching consumers in a more passive manner, connecting with them in a social setting.

Page 3 of 4 Marketing Planning and Strategy

Major Marketing Strategies

Event Marketing

Event marketing employs such events as tradeshows, sports events, and entertainment events. The goal is to present messages to target audiences as well to create brand awareness through event sponsorship and participation.

 Examples: Tradeshows relevant to the industry and auxiliary industries in which businesses can market to each other in a confined business-to-business environment; events within industries that target certain consumer segments; recurring events such as sports

 Examples of Web marketing: Online events such as Web casts or online chats with celebrities; online seminars; online classes

Experiential Marketing

Experiential marketing creates a memorable experience around the brand. It engages the target audience so strongly as to contribute to brand identity, loyalty, and equity.

 Examples: Retail stores and their design; theme parks; theme restaurants; museums and exhibits; theater; entertainment arts

 Examples of Web marketing: The Web site itself; creating a site that provides interactivity and an experience within visiting the site; animated ads that display multimedia elements such as video clips, animation, audio clips

Public Relations

Public relations uses the media and other forms of press to deliver information about the brand and its products to the target audience.

 Examples: Press releases, press conferences, product articles (not for pay—also known as advertorial pieces), company spokespersons speaking at conferences

 Examples of Web marketing: Articles, press releases published online, third-party resources providing objective information, press information available on company Web site

Viral Marketing

Viral marketing occurs when a marketing or sales piece is shared infinitely among other people without control by the brand/advertiser. It also takes place when an advertiser creates a marketing piece intended for forwarding and the piece has a measurable number of views associated with it.

 Examples: Newspapers, magazines in offices, coupons printed in newspapers or flyers, newsletters, direct mail pieces, loyalty programs that involve signing up a friend

 Examples of Web marketing: E-mails that are forwarded to friends and family; "send this to a friend" stories with advertising; "send this to a friend" coupons

Guerilla Marketing

Guerilla marketing is considered to be "in your face" marketing because it is interruptive and forces you to take notice.

 Examples: Handing things out at events; door knob tags at hotels; logos on the back of hotel keys; restroom doors; and even gas pump handles

Page 4 of 4 Marketing Planning and Strategy

Major Marketing Strategies

 Examples of Web marketing: Pop-up ads; flashing banners; animated e-mails that execute upon opening

Internet Marketing

Internet marketing is the newest on the scene and challenging to define. New ad types are created everyday due to the creative, unique nature of the Internet. These are three ways it is implemented in marketing strategies:

1) Additional medium—mass and niche, global, national, regional, and local. For distributing advertising messages in different formats.

Examples: Banner ads; e-mail ads; coupons; pop-ups; pop-unders; interstitial ads (ads that pop up while a Web page is loading or closing); ads designed to meet specific goals through Internet marketing (such as directing people to a Web site for e-commerce, promoting a physical in store sale, or offering a coupon for the customer to print and take to the brick and mortar store)

2) Main medium where a company's Web site is used as its own marketing tool to provide information, communication, and interaction with the customer.

3) Market research tool for companies to gather information about consumer behavior as well as a medium on which consumers can interact with companies and provide information directly to the company (brand) about consumer wants and needs.