Simplified Marketing Plan Sample: The Chart

Of the marketing plan samples from Marketing Ideas Advisor, The Chart is the simplest. It lists Target Markets, the Key Messages that you want the Target Markets to see/hear and the Communication Vehicles that are best suited to deliver your Key Messages.

If you look at comprehensive marketing plan samples, you'll see that components of this Chart are included. For example, a marketing plan will ask you to identify your Target Markets after you've researched your possibilities.

The Chart might be viewed more as an outline that guides your activities rather than a bona fide marketing plan. However, it can be a valuable time-saving tool in that it keeps you focused on your primary markets.

Target Markets

Focus your efforts on those markets most likely to use or buy your product or service (don't forget to include your current customers here). Narrow the list down as directly and closely as possible. But also think creatively. Some prime target markets may not be the most obvious ones.

Key Messages

Develop for each target market, the “message(s)” that you want them to get. This could be the benefits of your product or service, the trust factor, your expertise, etc.

Communication Vehicles

How will you get the message(s) to your target markets? You could use any number of ways from a brochure to a blimp. Select the most economical and efficient way that will produce results.

Here's an example:

Two brothers are buying an existing lawn service business. They already have a small client base of current customers, but their goal is to double their residential customers and add commercial accounts.

They will continue the Standard Service that the previous owner provided: cut the grass, edge and clean up. But they also want to add new services: shrub and tree trimming or removal, and power washing.

Here's a glimpse of how they might begin to develop a simplified plan for their business, “The Lawn Rangers.”

TARGET MARKET	KEY MESSAGES	COMMUNICATION VEHICLES
Current customers who are home when we stop by	Introduce ourselves You can count on continued dependable service Invite them to tell us how we're doing Verify their phone numbers and get email addresses so we can contact them in case of scheduling changes or new information Tell them about the special discount on our new services for current customers this month only	Personal contact, accompanied by Bill, the previous owner Give them our business card Give them flier that: announces the change and gives a testimonial from Bill; lists our services and highlights New Services; gives rates, discounts, contact information
Customers not home	Same messages as above	Leave flier and business card in door Follow up with phone calls to introduce ourselves and get email addresses for our database
All customers	Announce Referral Rewards Program: One month free Standard Service for each new referral	Flier in door two months after start Follow up with email reminder two weeks later Continue reminders every three months with fliers
Commercial Accounts: Local small businesses Condo Associations (for common areas)	We are the new owners of Lawn Rangers We are Chamber members We live in the area and would like your business We have testimonials from our residential customers You can try us out for free (one Commercial Standard Service) Emphasize the importance of power washing walkways and building for a cleaner, more inviting business appearance	Personal visits. Leave business card and commercial flier with services and rates Phone calls to local businesses by office assistant Follow up calls to schedule complimentary Standard Service
Builders and Contractors	We would like you to refer us to your new home owners We will reciprocate and pass along your names to our current customers who are considering additions, renovations We would like to service the lawns on your spec homes We have testimonials from our residential customers	Personal visits on new building sites in the neighborhoods where we now cut lawns Give a stack of our business cards and take theirs Call contractors to service spec homes

 

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