PRACTICAL MARKETING PLANS FOR BYWAYS Presented by: America’s Byways Resource Center OVERVIEW 1.General concepts of markets and marketing 2.What is a marketing plan? 3.How could I put a marketing plan together? a) Who you are b) What you want c) Ways to get there d) Reality Checkpoints and Evaluation 4.Summary and Homework WHAT IS A MARKET? 1.) PEOPLE……. 2.) WHO HAVE THE DESIRE….. 3.) AND THE ABILITY TO EXPERIENCE YOUR BYWAY WHAT IS MARKETING? A Formal Definition: Identifying the wants and needs of a target market of customers, then going about satisfying those needs by influencing them to buy a product (experience your byway or in the case today to pick up and use your map/guide). A word on Advertising: Advertising is merely one marketing tool we can use to let our target market know that we have the good or service they desire. WHY IS MARKETING IMPORTANT? •To target customer groups whose needs are consistent with your product (Map/Guide or byway experience). •To develop your product to meet the needs of your target market. •Develop customer awareness and appreciation of the value provided by your product. •Obtain feedbackfrom your customers to improve your product and gain long-term relationships. What is a marketing plan and how do I really use it? WE DON’T WANT VISITORS - WHY DO WE NEED TO MARKET? Marketing is not always about selling something Marketing is a fact of life-it is the way we get our information in today’s society Marketing is about influencing your audience to act The golden rules of people 1.They don’t know who you are. 2.They don’t care. 3.They will not act unless influenced to do so. ‘People are like cows-not the brightest species on the planet.’ (note-very few of us actually break out of the fence…) DO I HAVE TO SPEND A DO I HAVE TO SPEND A LOT OF MONEY? NO!!! •A marketing plan is a way to maximize your efforts to communicate your “thing” to the outside world. •If you do it right-it should cost you very little. Marketing plans can be very simple or Very Complex What is important is that it is a working document that fits your goals and objectives So how do I put a marketing plan together? A SUCCESFUL MARKETING PLAN SHOULD ADDRESS THESE TOPICS: I. Who you are II. What you want III.Ways to get there IV. Tools you can use V. Reality checkpoints and evaluation Remember: Marketing is a tool to influence your audience to act. Keep in mind that you may have 2, 3, or even 4 different objectives that need marketing plans - be prepared to have many working documents. Who You Are IDENTIFY YOUR “BRAND” •Be realistic •Have some fun •Keep in mind your customer •Learn to laugh at yourself Who You Are Remember that some of your best assets in your audience's eyes may not seem like the best assets in your eyes… PHOTOS: Duluth, MN. Stowe, VT, Yuma, AZ Who You Are IDENTIFY YOUR MARKET •Who is interested in your Byway? •Where do they come from? •What do they like? •How do they like to receive information? FIGURE: Your Audience (top box) Primary Secondary (two boxes connecting to top box) What you want IDENTIFY YOUR DESIRED GOALS AND OUTCOMES •What effect are you trying to create? •What do you want changed? •What would be success in your organizations eyes? What you want Ways to get there •How can you get what you want…. •Be wild and crazy •Think BIG •Think out of the box •Remember all mediums available-try to brainstorm as many ideas as possible using those mediums WHAT THE HECK IS A MEDIUM ANYWAY? •Press releases •Special events •Print advertisement •Broadcast •Web advertisement •Contests •Special communication plans •Promotional material Ways to get there •How well will an idea work with your primary and secondary audience? •Is the idea a method your audience would be interested in? •Is your idea a “slam dunk”with your audience or merely a shot off the board? CO-MARKETING an ancient byways secret… Create a list of partners who can use to help get your ideas done •Financial •In kind •Other marketing partners •Friends of your byways Tools you can use RANK YOUR IDEAS AND SET A TIMELINE •Take the best of your ideas and put them in a calendar •Identify who will get them done and what partners you might use •Be realistic about the time you have and what you can accomplish Reality checkpoints and evaluation IDENTIFY GO/NO-GO STEPS •Successful plans have checkpoints along the way •Create steps in your individual goals that can be monitored so that you can abandon a project before it is too late •Identify a keeper of the plan who can adjust time schedules and monitor success Reality checkpoints and evaluation CRAFTING THE PLAN now you can finally write it down A plan should include: Audience Goals/Outcomes Description of specific objectives Timeline (detailed) Description of tools and partners MORE ON MARKETING The FOUR P’s of Marketing: »Product »Place »Promotion »Price We’ve basically covered these concepts with different terminology……… 3 Keys to Successful Marketing Plan / Strategies 1.FOCUS–on yourself, your brand, your product, what you do differently. 2.DIVERGENCE–What is it that makes you different. 3.TAGLINE:Catchy, creative, fun….. IDENTIFY YOUR “BRAND” •Be realistic •Have some fun •Keep in mind your customer •Learn to laugh at yourself IDENTIFY YOUR MARKET •Who is interested in your Byway? •Where do they come from? •What do they like? •How do they like to receive information? IDENTIFY YOUR DESIRED GOALS AND OUTCOMES •What effect are you trying to create? •What do you want changed? •What would be success in your organizations eyes? BRAINSTORM THE METHODS TO GET THERE •How can you get what you want…. •Be wild and crazy •Think BIG •Think out of the box •Remember all mediums available-try to brainstorm as many ideas as possible using those mediums IDENTIFY GO/NO-GO STEPS •Successful plans have checkpoints along the way •Create steps in your individual goals that can be monitored so that you can abandon a project before it is too late •Identify a keeper of the plan who can adjust time schedules and monitor success CRAFTING THE PLAN now you can finally write it down A plan should include: Audience Goals/Outcomes Description of specific objectives Timeline (detailed) Description of tools and partners