By John Westwood

A part of a sequence of pocket courses geared toward allowing the reader to benefit a brand new ability in precisely half-hour, this article provides a pragmatic advisor to the ins-and-outs of getting to know, getting ready and writing a advertising plan.

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But do not 61 30 Minutes to Write a Marketing Plan overdo it! Other techniques that can be used include bringing in bullet points one by one on a slide to avoid your audience trying to read the whole slide at once instead of listening to your presentation. 3. 1: Objectives Follow-up and revision After presentation, the plan must be implemented. The schedules and action plans will be followed and the results become apparent. The control and update procedures will allow progress to be monitored and any necessary changes to be made.

Use invoiced sales rather than order intake figures as the basis of the plan, because other departments in the company, such as production and finance, can only operate on sales figures. You will, however, need to include order intake figures in your plan as well, because these will be the order budgets that the sales department will work to. More detail would normally be included with regard to the next 12 months’ sales forecast, since this will become the annual budget for the product or area covered by the plan.

A penetration policy encourages more customers to purchase the product, which increases the company’s sales turnover and also its market share. Action plans Once you have selected the outline strategies and tactics to achieve your marketing objectives, you need to turn these strategies into programmes or action plans that will enable you to give clear instructions to your staff. Each action plan should include: ᔢ Current position – where you are now ᔢ Aims – what to do/where do you want to go? ᔢ Action – what you need to do to get there ᔢ Person responsible – who will do it?

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