Understanding Your Markets and Customer with a few Questions

Market ShareHello and welcome back!

I hope you found that short video on the fundamentals of understanding your “Markets and Customers”last week helpful,  this week I will list a series of questions that you should consider when you are searching for your Customer and your Market, so it basically adds on to the video that was presented last week.

Understanding your Market and Market Share:

  • How can your market be described in terms of product, customer need, and geographic location? For instance, a market can be described as “walking shoes for the active urban professional” (Of course, your description should be more in detail and the example being used here is a general breakdown of a market description) You would then break down each segment by describing the walking shoes-product; defining “active professional”, and geographically placing “urban”, i.e. Chicago, Illinois.
  • What is your industry definition and the activities defined within that industry?  If you are unfamiliar with your industry involves, look up your NAICS code via the Small Business Administration website at www.sba.gov.
  • What are the demographics, characteristics, behaviors, needs, and preferences related to your product or service in this market? Are the demographics changing? If so, how often? For example, does your “working class” market include a large share of individuals who plan on retiring within the next five years?
  • What is the market share for your product or service and how can you monitor your share?  Additionally, how is your market share changing compared to the market share of your competitor?
  • How can you use your marketing plan to make the most of the identified by market opportunities, while minimizing threats that are result of the market’s characteristics?

Understanding your Customers, B2B and B2C:

  • What are the customer needs that can be efficiently and profitably satisfied? Are your customers B2B or B2C?  Do they need a service like marketing, or a product like paper?
  • How do your customers perceive the value of products and services, similar to yours? Does your competitor offer a similar product at a better price?  For instance, have you ever had to replace an Apple I-Phone charger?
  • Who are your customers in each market, what are their buying habits? Additionally, you should always know who makes the buying decisions for your targets, in addition to how they prefer their sales pitches.  For instance, a baby-boomer might be fine with an hour long in person sales appointment; whereas, a millennial may prefer that you email the information first, and a sales contact will be made if they are interested.
  •  Are there any cultural practices or societal issues that should be taken into consideration?Market animation

Of course this is not a one size fits all list, it is just some of the essential areas that should be taken into consideration when you are researching your customer behavior and most profitable market.  Come back next week as I discuss “Plan Segmentation, Targeting and Positioning” and we get one step closer to finalizing your marketing plan!

What’s All in the Plan? The Contents of a Marketing Plan

Planning and ImplementationWelcome back!  By now you must be used to my off brand sense of writing and humor.   I will assume that you somewhat enjoy it, which is why you keep coming back, yaaaay thank you!  At this point we have went over the intent of this blog; the comparison of a marketing plan vs. marketing planning; the purpose of a marketing plan and marketing planning, and my sense of humor, NOW let’s discuss the CONTENTS of a firm marketing plan…this is the time to get a pen and some paper.

This weeks post will primarily focus on the main content topics of a marketing plan.  As we move forward, I will use future posts to discuss each topic more in detail.  It is my suggestion that as the topics are discussed, take the information that you have learned and apply this knowledge to your current business strategy and marketing plan. Also, if you have any questions please post them below or feel free to email me at kendrea@ethosservicesllc.com,  I will be happy to assist you.

Below is a brief summary of the sections that should be included in your marketing plan. (P.S. this is where you apply the information that you found during your marketing planning and research processes, you know, the one we talked about on January 16).

The Executive Summary-WRITE THIS LAST! This is an abstract of your marketing plan, it will be a brief overview that highlights the overall marketing objectives and strategies and shows how the marketing strategies will link to the higher goals and objectives of the organization.

Current Marketing Situation-This is a review and analysis of the current marketing events and trends that could positively or negatively affect your marketing activities, and most importantly the organization.  For instance, the recent rise in social media use means that someone in the organization must, I repeat MUST, have some social media knowledge. Not having that knowledge internally could negatively affect your marketing plan and ultimately the organization.  Unless, you would like to hire me and I can manage the social media for you, lol!! (humblebrag)Whts the plan

Target Market, Customer Analysis and Positioning– This section of the marketing plan will discuss your idea customer in addition to their buying habits.  Also, this is where you will show how you will place your product or service in front of the ideal customer.  For instance, if you were in the business of selling customized dog treats, your ideal customer would be dog owners who took extreme care of their pets. You will most likely find this type customer at a local dog park.  Yep, it’s that simple!

Objectives and Issues-This area explains the organization’s financial objectives, marketing objectives and societal objectives, and how the marketing plan will contribute to achieving them, in addition to any issues which many influence whether those objectives are met.

Marketing Strategy-This will be a summation of the overall marketing strategy, i.e. “The How of the Plan”, it should include the marketing programs, platforms and specific scheduled activities. The marketing strategy should be developed with the 4 P’s in mind, Product, Pricing, Place (channels of distribution), and Promotion (marketing communication). This is also where you must determine your marketing budget.

Financial and Operational Plan-This section should include the financial and organizational support that will be required to successfully carry out the marketing strategies.  You must, again I repeat, YOU MUST have a budget set for marketing.  Marketing is an investment and if you want to expect a profitable return, you must invest in it.

Metrics and Implementation Control-This area will show how the marketing strategies will be periodically evaluated and adjusted if required.  By keeping detailed marketing records, you will be able to measure your channels for success performance, before you have invested too many of your valuable resources. Microsoft Excel becomes your best friend when it comes to keeping organized records.  Again, if you need some help in setting up systems of measurement, please do not hesitate to contact me.

Purpose Puzzle PictureNow that we understand the contents of a marketing plan, we will begin to discuss each section more in detail, including real examples to help you better apply the knowledge.  See you next week as I discuss “Current Market Situation” analysis in detail, be sure to bring your marketing plan!