The daily life of a brand team can sometimes feel like wild ride: once you've closed out one launch cycle, you are soon off to the races again. It's easy to lose sight of details in the frantic pace of just-in-time product marketing. Product management tools are key to staying afloat.
To give you a boost at getting organized, we’ve revised one of our most popular downloads, the Marketing Plan Checklist, to align with the four foundation questions at the heart of every effective campaign:
- Who is your audience?
- How are you reaching them?
- Why choose your brand?
- What are your sales goals?
Download our checklist and review your current plan to make sure all your campaigns are marching toward the ultimate goal -- closing more sales.
Who is your audience?
Most brands have a sense of their target customer, but if your profile is “female US shoppers aged 25-45” you might want to get a bit more specific. Our list shows you how to consider your ideal shopper's interaction with your brand, and what motivates them to purchase.
There’s also another audience to consider: the buyer or merchant who is your channel partner. We’ve included helpful tips for framing product selection from their point of view.
A deeper understanding of your consumer helps your brand identify retailer buyers who are already talking to your kind of shoppers. There’s nothing worse than weathering the loss of product placed with a shop that was just not a good fit--nobody wants a buy-back.
How are you reaching them?
Consider what motivates your customer as they move from initial brand awareness through to the sale. Your plan should include ways to reach them at each stage of the customer journey. Product marketers need to address two customer journeys: A b2c path for the shopper and a b2b path for retail buyers. Buyers have distinctly different needs than consumers. Mapping all your actions against these journeys helps your marketing team understand where dollars are being spent and where you might want to adjust your tactics so they bring conversion results.
Social media, email campaigns, guerrilla marketing, media buys and direct marketing. There are so many communication tools to choose from, sometimes a brand can forget that all the conversations you have with shoppers are in support of a sale. That’s why we use the shopper journey as an organizing principle for your marketing plan. This helps us further establish your ideal shoppers' frame of mind during each of the purchase phases and what might move them from awareness through engagement and ultimately the sale.
Why choose your brand?
Most products are versions of existing things. Your job is to help shoppers understand why your version is the best fit for them. Very rarely is there a product so innovative that it invents a new category. Apple® is probably the most recent example of category creation: iPhones started the smartphone revolution and all the apps that followed. Even Uber and Airbnb are just category disruptors: taxi services and vacation rentals existed before these crowd-sharing apps arrived.
Our marketing plan checklist has prompts to help you frame your brand’s message so it appeals to your ideal customer and helps your products stand out against the competition.
What are your sales goals?
Marketing is always in service of sales, and ultimately sales goals are the way for your marketing team to measure effectiveness. Our list includes ways your campaigns can contribute to the bottom line and helps marketing work in partnership with sales.
So grab a copy here. Download it. Print it. Share it. Bring it to planning meetings. And as you use it, let us know how you’re doing. We love feedback from the field; we’re marketers, after all!