Marketing Plan – Back to Basics: Summary and Marketing Objectives

Our Mini Blog Series:  Marketing Plan – Back to Basics, provides a comprehensive, step by step guide to creating your own marketing plan.  If you have never worked in marketing or are a business owner without a marketing team, this guide is a perfect tool for you to begin marketing your company effectively. Elements covered in this post are:

1. Summary and Introduction
2. Your Marketing Objectives

1. Summary and Intoduction

The marketing plan should begin with an executive summary, providing a quick overview of the main points of the plan.  You should cover; what you have done, what you plan to do, and how you are going to get there.

Although the executive summary appears at the beginning of the plan, you should write it last – as this will help you to check that your plan makes sense and that you haven’t missed any important points.

Briefly describe the history of your publishing firm. In addition, include the business structure (corporation, limited liability company, partnership, sole proprietorship, limited partnership), names of owners and any significant events since it began.

Summarize your product lines, distribution strategies, pricing strategies and your existing and planned promotional campaign. Describe your target markets and a profile of prospective customers in each.

Even if you are the only person who will see your plan, this summary will give you a frequent reminder of the task you have set for yourself. Make it brief and motivating, something to which you can refer on a regular basis.

2.0Summary and IntoductionMarketing Objectives

This is where you need to clearly state you marketing objectives
What information should I include in my marketing plan?

In our last blog Do you need a marketing plan? we discussed the importance of using a marketing plan and the elements that should make it up:

1. Summary and Introduction
2. Your Marketing Objectives
3. Where you are now
4. SWOT Analysis
5. Your Customers
6. What do you have to offer?
7. How are you going to promote yourself?
8. Marketing Channels & Activity
9. Budget
10. Measurement

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