A proud member of:

Marketing services     Step 2: Marketing Action Plan

So you want to grow your business... but HOW?

A Marketing Action Plan is your roadmap to business development.

Maps are pretty handy things - especially if you're somewhere new and don't know your way around.

GPS navigation systems are even better, as they'll actually tell you "go left here... then make a right turn...".

A Map is a good idea for your business too. Chances are you'll want it to grow and develop - and that too may be uncharted territory; somewhere new.

So how on earth do you get there?

That's where the MAP for your business comes in... a Marketing Action Plan.

What is a Marketing Action Plan?

This comprehensive, customised document has 4 sections:

• Current Situation: a snapshot of where your business is at now, including a SWOT analysis of your Strengths, Weaknesses, Opportunities and Threats.

• Aims & Objectives: your goals for the business. Appropriate marketing theory is also used and explained, to help create the "big picture" view of your business.

• Strategies & Tactics: this is the BIG section which covers how you can achieve your Objectives. This is very detailed, with specific tasks and actions outlined.

• Implementation, Monitoring & Control: having a plan is great, but often the real world can get in the way of implementing it. This section contains valuable hints and tips for a successful implementation, plus a summary of all the action points in the plan in priority order. There's also a one-page summary (a Gantt Chart) to provide an at-a-glance overview.

The Marketing Action Plans written by FX Marketing are usually around 40 or more pages in length. That's not because we like being verbose, rather we go into a significant amount of detail - especially in the Strategies and Tactics section.

The plan also explains any terms or concepts you may not be familiar with.

All in all, it's designed to be a "bible" for your business growth that's practical and user-friendly.

What are the steps to getting a Marketing Action Plan?

First of all, you will need to have had a marketing consultation with us. That's the very first step.

Then, when you decide to go ahead with a Marketing Action Plan we'll schedule a marketing planning meeting (there's more information on this below).

After that, I'll go away and write the plan, which includes any research that's needed. We'll let you know how long the writing work will take, but it's usually 2 to 3 weeks minimum, because there's a huge amount of time and work involved in the writing.

Once the plan's ready, a printed and bound copy will be posted to you so you can read it through.

When you've had a chance to read it through and gather your thoughts, we'll have a review meeting - there's more on this below.

What happens at the marketing planning meeting?

The marketing planning meeting takes about 4 hours... it sounds like a long time, but it actually flies by!

It's crucial that we meet somewhere relaxed where we won't be disturbed.

I'll be driving the meeting, and will have lots of questions prepared for you.

All you need to do is answer them as best you can. And if you can have examples of your existing marketing materials (e.g. brochures, letters, newsletters, etc.) to hand that'll be really helpful.

How can I prepare for the marketing planning meeting?

The more information you can give us at the marketing planning meeting, the better. Here are the kinds of things that are helpful:

• Examples of your existing marketing materials (e.g. brochures, letters, newsletters, etc.)

• Results of marketing campaigns: numbers, statistics and spreadsheets.

• New ideas/products/services.

• Previous marketing plans or other strategic documents, e.g. mission statements, culture and value statements, etc.

• Financial projections/goals: high level information is perfect.

And if you don't have any of these items, don't worry! We'll still have plenty to talk through and discuss :-)

What happens at the review meeting?

We'll hold this meeting once you've read the marketing plan. It's important that you have read it and considered it by then, as this is your opportunity to ask any questions.

At the meeting we'll also point out what really stands out to us as being priorities.

The purpose of the meeting is to review the most important aspects of the plan; make sure you completely understand the plan; and have the opportunity to ask any questions.

(We don't just want to dump the plan on you; it's essential that you get the most out of your investment by being prepared for this review meeting.)

How much research do you do for a Marketing Action Plan?

Approximately 2 hours are spent on researching your industry and competitors when we write your Marketing Action Plan, though that varies from plan to plan.

While it's important to understand what's happening in your industry, our experience is that most small business owners don't care too much for masses and masses of research. It can often turn out to be a whole lot of waffle with no real purpose or value.

Besides, most small business owners know exactly what's going on in their industry, as they're working in it each and every day.

So yes, we do a bit of research, but we prefer to spend the time on formulating actions and ideas for you as that's what'll be of the most benefit to you in growing your business.

Is a Marketing Action Plan suitable for start-up businesses?

Yes, definitely!

It can be a good way of getting your priorities clarified so you know which areas to focus on - and what you can put on the backburner for now.

Some clients have even been able to obtain grants or funding to subsidise their Marketing Action Plans, so this is something you could look into.

Availability of Marketing Action Plan services

FX Marketing writes a maximum of 5 Marketing Action Plans per year.

The plans take a significant amount of time, care and effort to complete. So we only ever work on one Marketing Action Plan at a time, and it's strictly first-come first-served.

Priority Waiting List

I'm currently fully booked with work for the next 4 - 8 weeks. That's normal - I'm generally booked well in advance, so the sooner you contact me to get a date in the diary for your marketing work, the better!

There's a Priority Waiting List... that way, as soon as I have time available, you'll get early notification. First come, first served!

If you'd like to get your Marketing Action Plan underway ASAP, then please contact us today!

Goodies while you wait

I realise you're chomping at the bit to get started with your marketing. That's why I'll send you a number of marketing-related goodies while you're on the Priority Waiting List.

These marketing goodies are intended to help you with all aspects of your marketing, and are absolutely FREE!

What will you get out of the Marketing Action Plan?

• No more confusion: you'll have clarity on what you should be working on.

• Priorities will be clear: which'll help you plan your marketing tasks.

• Focus: don't get side-tracked by projects which aren't priorities!

What's the difference between a Marketing Action Plan and a strategic marketing plan?

In Cornelia Luethi's corporate life, she came across a lot of strategic marketing plans. As thick as doorstops, they'd generally contain an awful lot of waffle, buzzwords and nonsense and very little "how to" action points.

Consequently these plans sat on shelves or in drawers and gathered dust and were of no use other than for keeping doors propped open.

Such plans are of no use at all to anyone, least of all a small business owner who wants no-nonsense advice on how to grow his or her business.

So that's why we've called our marketing plans Marketing Action Plans. While they are strategic, they have the benefit of listing specific action points throughout the plan, so you know exactly what you need to do. These action points are then summarised at the back as a checklist in priority order.

Plus there's an activity planner which plots out the tasks and months so you have an at-a-glance view of what needs to be done when.

Why is the price per business unit/target market?

Some businesses are straightforward in that they have one set of products or services, all aimed at the same target market. That's what the standard pricing is based on for Marketing Action Plans.

However, frequently businesses are more complex than this; they may have different business units, each with a different target market. So consequently, developing a Marketing Action Plan that encompasses the entirety of such a business is a lot more complex, and takes a lot more work and a lot more time. A plan like this therefore requires a little more investment, to reflect the extra time taken.

If you're not sure how your business fits into this, then please to get in touch with us. As we'll already have had a preliminary consultation, we'll be able to give you a customised estimate for your Marketing Action Plan.

The Goodies

Bonus #1: Marketing Success Binder

Bonus #2: One Hour Follow-Up Consultation With Cornelia By Phone Or Email   After the review meeting, many clients often have more questions or are starting to work on new projects they'd like to have reviewed. That can be as simple as bouncing ideas off me, a critique of a marketing item (e.g. a web page, sales letter or ad); or it might involve a small amount of copywriting work.   Your bonus entitles you up to one hour of additional marketing help from Cornelia, by phone or email.   The time must be used in one segment; and must be used within 2 months of the review meeting; any unused time is forfeited. Not transferable to others.

Bonus #3: Access to Client-Only Online Resources

FX Marketing has created lots and lots and LOTS of resources for our clients.   While there are quite a few goodies on the Resources page of this website, there are many many more items that only our clients have access to.   This includes: General marketing info: Practical guides and articles to help you. Measuring your marketing: Worksheets to help you crunch numbers before and after any campaigns. Checklists: The easy way to systemise key marketing tasks. Customer service articles: Unleash your #1 marketing tool. Websites and internet marketing: Learn how to make the most of your website. Copywriting tools: Doing your own copywriting? These articles will give you the shortcut to success. Logos and branding: Should you redesign your logo? With a Premium Marketing Action Plan you'll have access to the entire resources library for 4 weeks. (And if you become a regular client of ours, you will continue to have access to the Library.)

Marketing Action Plan - Special Offer

Special Offer	Marketing Action Plan - Standard	Marketing Action Plan - Premium
Marketing planning meeting: 4 hours of discussions and planning
Travel to your Auckland premises for the marketing planning meeting
One bound copy of your Marketing Action Plan will be posted or couriered to you
Checklist of all the action points needed to complete the plan
One page summary provides an at-a-glance overview of what needs to happen and when
Review meeting: 2 hours discussing your plan once you've read it.
Travel to your Auckland premises for the review meeting
Electronic files emailed to you in case you want to edit your plan
BONUSES
Marketing Success Binder: Measurement sheets and implementation tips (Valued at $297)	-
One Hour Follow Up Consultation: by phone or email (Valued at $150)	-
Access to Client-Only Online Marketing Resources: access for 4 weeks (Valued at $97)	-
Special Price	$3,495 + GST Per business unit/target market	$3,695 + GST (Actual value: $4,039) Per business unit/target market
	Enquire Now	Enquire Now

Yes, click the link above to send me an email... I'll then be in touch within 1-2 working days to outline the next steps.

If for any reason you don't hear back from me within that timeframe, it's probably because I didn't receive the email, so please do re-contact me.

Pricing and payment

All prices are in New Zealand Dollars and subject to GST.

All Marketing Action Plans require a 50% deposit payment upfront and work will commence once cleared funds are received. The balance will be invoiced when the Marketing Action Plan is sent to you. Payment terms are strictly 7 days; please see our Terms of Business for more information.

The preferred payment method is direct credit to our bank account - full details will be on your invoice.

Confirmation

You'll be emailed to confirm the Consultation a day or two before the meeting.

FX Marketing is here to help you get MORE clients,

spending MORE money, MORE often!

What's the next step after the Marketing Action Plan?

Step 3: Hands-On Marketing Help.

Services are subject to availability and may change; similarly we may review our prices from time to time without prior notice. So if you want to get underway ASAP, contact us today!

What's the next step after the Marketing Action Plan?

Get some hands-on marketing help to take the load off your shoulders ►

All work is undertaken subject to the Terms of Business of FX Marketing Limited: the latest version is available to download from this page.

FX Marketing Limited         Email: info@fxmarketing.co.nz         Phone: +64 9 419 6560

Copyright © FX Marketing Limited 2006 - 2011