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Strategic Plan

Sample
Strategic/Marketing plan
August 2004
Dan Beaulieu
D.B.Management Group L.L.C.
Strategic Plan Sample
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
Strategic Plan Sample
Before Getting Started
 A word about D.B.Management and how we
operate: This is what we promise you
1. We teach you how to sell and market we don’t 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 don’t 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
2. The very nature of our work is highly confidential. What happens in your shop
stays in your shop.
3. We equip you to compete successfully in the marketplace.
4. 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.
5. When we take on a client we assume responsibility for their success.
Strategic Plan Sample
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.
Strategic Plan Sample
Strategic/marketing plan
 Strategic Plan Sample
 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.
Strategic Plan Sample
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
Strategic Plan Sample
Strategic/marketing plan
 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.
Strategic Plan Sample
Strategic/marketing plan
 GETTING THE MESSAGE OUT:
 LITERATURE
 WEB SITE
 E-MAIL POST CARDS
 DIRECT MAILINGS
 ADVERTISING
 PROMOTIONAL CARDS
 ARTICLES
 TRADE SHOWS
Strategic Plan Sample
Strategic/marketing plan
 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 COMPANY’S STORY IN NARRATIVE. THIS
IS THE BEST WAY TO PORTRAY THE COMPANY’S
CULTURE
Strategic Plan Sample
Strategic/marketing plan
 PERSONAL COMPANY BROCHURE
 TALK ABOUT WHAT WE DO BEST
 HOW WE GOT HERE
 OUR PHILOSOPHY
 CUSTOMER FRIENDLY
 READABLE/INTERESTING
 BOOK LIKE
Strategic Plan Sample
Strategic/marketing plan
 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”
Strategic Plan Sample
Strategic/marketing plan
 E-MAIL POSTCARDS/
 CARRY SPECIFIC MESSAGES
 VERY QUICK AND FAST
 OFFER IMMEDIATE PROMOTIONS
 LEAD TO WEB SITE
 FOLLOW UP
 DISCUSS FREQUENCY
 BUILD D-BASE
Strategic Plan Sample
Strategic/marketing plan
 DIRECT MAILING/
 POSTCARDS
 Be consistent in sending out regularly
 Collect the right data bases

 Numbers game

 Need coordinated follow up

 Consistent message
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
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_____
Strategic Plan Sample
Strategic/marketing plan
 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”
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
Strategic/marketing plan
 Niche
 Marketing plan:
 Getting the word out
 Separate from Strategic Plan Sample

 Good business

 Good lead producer

 Good marketing lead

 Good advertising pioneer


Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
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
Strategic Plan Sample
Strategic/marketing plan

 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
Strategic Plan Sample
Strategic/marketing plan
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
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
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
Strategic Plan Sample
Strategic/marketing plan
 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
Strategic Plan Sample
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.