Strategic Plan

Sample
Strategic/Marketing plan
August 2004
Dan Beaulieu
D.B.Management Group L.L.C.

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Strategic/marketing plan

Objectives

To increase sales
To be more visible in the marketplace
To grow our fast turn business
To gain dominance in specialized niche
Electronics
To get more out of our reps
To get more out of our sales force

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Before Getting Started

1.

2.
3.
4.

5.

A word about D.B.Management and how we

operate: This is what we promise you
We teach you how to sell and market we dont do it for you.
1.
We help you with all of your sales/ strategic and marketing needs. We
train, we strategize, we help you to compete better and we show you how
to win.
2.
We work with strategically and tactically not specifically. We dont get
involved in specifics like customers and pricing. By doing this we work
with more than one client at a time in the way that a personal trainer/
coach does
The very nature of our work is highly confidential. What happens in your shop
stays in your shop.
We equip you to compete successfully in the marketplace.
Besides being strategists we are implementers. If our are plans are not
realized through direct implementation and success measurement, you will not
be successful and we will not be successful.
When we take on a client we assume responsibility for their success.

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Strategic/marketing plan

Deliverables

Develop a marketing communications plan that

will include:
Updated sales literature
New Niche electronics brochure
Updated focused web site
Specialized marketing plan
Intro Package for reps
Sales Presentation
Manage, measure and motivate the sales team

ACT AS IMPLEMENTOR. MAKE SURE ALL PLANS

ARE IMPLEMENTED AND SUCCESSFUL.

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The Image
High tech
High quality
Customer focused
Consistent
Reliable
Dependable
Flexible
We are willing to do whatever we must to meet our
customers needs.

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Strategic/marketing plan

THE MESSAGE:

MUST BE CONSISTENT
ALWAYS TALK ABOUT PERFORMANCE/PERFORMANCE

USE ON-TIME STATS

QUALITY STATS

SATISFIED CUSTOMERS/ Let our satisfied customer

speak for us.

REFERRALS
TESTIMONIALS
SUCCESS STORIES

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The

message:

By getting the right message out we will make

people doubt themselves when they use other shops
They will second guess themselves and get to the point where they feel that
they have not done the very best for their company by using Strategic Plan
Sample. By reading our constant message they will have a great picture of
what Strategic Plan Sample can do, and that we are the best value in the
industry

We are reliable

We can show ads and scenarios where terrible things happen when boards
are not there on time or if they fail

There is a definite need for a shop that can

do everything we can do
Strategic Plan will meet that need of getting
the right message out to the right people.

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Strategic/marketing plan

GETTING THE MESSAGE OUT:

LITERATURE
WEB SITE
E-MAIL POST CARDS
DIRECT MAILINGS
ADVERTISING
PROMOTIONAL CARDS
ARTICLES
TRADE SHOWS

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LITERATURE:

Strategic Plan Sample/ /Niche electronics

UP TO DATE FOLDERS AND INSERTS

TRI-FOLD CARRIES THE MESSAGE FOR THE
INDIVIDAL NICHE INDUSTRY INDUSTRY
PERSONAL BROCHURE

TELLS THE COMPANYS STORY IN NARRATIVE. THIS

IS THE BEST WAY TO PORTRAY THE COMPANYS
CULTURE

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PERSONAL COMPANY BROCHURE

TALK ABOUT WHAT WE DO BEST

HOW WE GOT HERE
OUR PHILOSOPHY
CUSTOMER FRIENDLY
READABLE/INTERESTING
BOOK LIKE

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WEB SITE:

CARRY OTHER LITERATURE

THE PERSONAL BROCHURE
THE STATISTICS
TESTIMONIALS
ALL OTHER MATERIALS NEED TO LEAD TO THE WEB
SITE
WEB SITE MARKETING/DIRECTORY PLACEMENT

WEB SITE IS HOME AWAY FROM HOME

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E-MAIL POSTCARDS/

CARRY SPECIFIC MESSAGES

VERY QUICK AND FAST
OFFER IMMEDIATE PROMOTIONS
LEAD TO WEB SITE
FOLLOW UP
DISCUSS FREQUENCY
BUILD D-BASE

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DIRECT MAILING/

POSTCARDS
Be consistent in sending out regularly
Collect the right data bases
Numbers game
Need coordinated follow up
Consistent message

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ADVERTISING

GET THE MESSAGE OUT

We are the best value in the industry

Special ads for

Niche business
Specialized business
Company message
Exactly what we want to sell

DEVELOP 4 ADS AND ROTATE THEM

ADVERTISE IN PCBD&M AND US TECH

Circuits Assembly and appropriate medical trades

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ADVERTISING/ direct mailing list are
available for advertisers in PCBD&M at
$800 per five thousand mailing labels.
We should do four mailings using these
labels

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Permission marketing

Get customers and target customers permission to send

them info about our company on a regular basis.
Add to data base
Send them valuable information on steady basis
They get used to us and hearing from us
Are exposed to benefits of dealing with us
Become customers
Become loyalists

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Customer Surveys

We need to know what our customers are

thinking. What they are saying about us and
what their needs are. Our focus has to be on
the customers:
Online surveys
Phone surveys
Develop a users group?
Action: Decide and implement: Date

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Strategic/marketing plan

Trade Shows

Selection: which shows should we attend?

Show strategy/ reasons for attending
Tactics: Getting the most out of the show
Set and meet goals
Measure success
Plan for next time
Post show follow up
Action: develop a trade show plan/ Date_____

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Promotional items:

Items have to be consistent with our message

They need to be helpful and valuable
Something the receivers will keep and use
Something that will show our name
Something that will be kept at work
Neat products

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Articles and Seminars/ Niche

To position us as industry experts

Multi-uses: An article in a magazine can be:

Basis for a paper at IPC expo

Reprinted as literature
Made into a pamphlet
A branding device
A promotional give away
A basis for a seminar
Given at customers sales meetings

Action: developed a multi-year publication plan

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Niche

Marketing plan:
Getting the word out
Separate from Strategic Plan Sample
Good business
Good lead producer
Good marketing lead
Good advertising pioneer

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Special Niche

Special literature

Tri-fold
Clear and to the point
How to use our services
Used for direct mailings

Important that we keep this business apart

marketing wise from others. This is very
different than medical electronics

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Strategic/marketing plan
FIND THE RIGHT REPS

THE SALES FORCE

INDEPENDENT SALES REPS

TERRITORY EXPERTS
RELATIONSHIP MANAGERS
FOCUSED ON SELLING OUR PCBS

FOCUSED ON SELLING OUR TECHNOLOGY

SUCCEED BY MAKING US SUCCEED

PAID WHEN WE GET PAID

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INDEPENDENT SALES REPS:

ATTRACTION to Our Company:

GOOD STRONG COMPANY

CLEAR AND DIRECT STRATEGY
FINANCIALLY SOUND
MARKET FOR AND WITH THEM
DEVELOP REPUTATION
GREAT TECHNICAL CAPABILITIES
NO HOUSE ACCOUNTS
SOME PRE-EXISTING RELATIONSHIPS
WIDE SPAN OF SERVICES AND PRODUCTS
GREAT IN-HOUSE SUPPORT
NICHE ELECTRONIC MARKET
QUICK TURN

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QUALIFYING

A REP: evaluate

BOARD EXPERTISE
WELL RUN AGENCY
SUCCESSFUL
RELATIONSHIP WITH TARGET ACCOUNTS
HOW MANY PEOPLE IN FIRM?
OTHER BOARD FABRICATORS
WORK ETHIC
TIME DEDICATED TO COMPANY
REFERENCES
SPECIALITY

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TREAT THE REP AS A PARTNER

INDEPENDENT SALES REPS

FINDING AND KEEPING REPS

NO HOUSE ACCOUNTS
GOOD CONTRACT
TREAT AS PARTNERS
GOOD LONG TERM CONTRACT
GOOD COMMUNICATIONS
PAY ON TIME
MARKET IN THEIR REGION

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Strategic/marketing plan

TRAIN THE REPS

Communicate our strategic plan

Let them know our sales tactics
Provide them with the right sales tools
Assist them in lead generation
Trade shows in their region
Regular phone meetings
Regular live customer co calls

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Actions:

Review and discuss this plan

Assert that we are on the right track
Document comments
Update this plan
List actions with dates
Begin actual implementation

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Strategic/marketing plan
About this plan:
This is a living plan. We work on it as we go
so that we are always making progress.
It is also an implementation tool. Giving us a
step by step roadmap to implement these
strategies, tactics and tools.
We use Microsoft Project as tool to make
sure that we continuously track our
progress and achieve our goals on or
ahead of schedule.