Master Marketing Plan
We have long believed that a Master Plan is
the foundation of successful marketing for any product or service. The Plan covers
all phases of marketing from research to implementation. Key to the Plan’s
success is the development and use of the Unique Selling Proposition (U.S.P.)
which is applied to ALL marketing disciplines - the forefront of all strategies
and tactics of advertising, sales promotion, public relations, direct marketing
and Internet marketing. We call this TOTAL Marketing.
The U.S.P. makes the most of the unusual or
unique benefits of a product or service. Speaking with one clear, singular voice,
it maximizes impact, engenders credibility and spurs action. The U.S.P. was the
brainchild of Rosser Reeves, President of Ted Bates & Company, New York. He
used it to attract major Fortune 500 clients and was the major reason why the
agency enjoyed spectacular growth from the 1950s to the 1980s. As a copywriter
at Bates in the 1960s, I learned the power of the U.S.P. and have used it successfully
for a wide variety of clients ever since.
THE MASTER PLAN BY PHASE, I -V
Phase I - RESEARCH
It starts with a detailed confidential questionnaire on all aspects of your business,
current products, R&D of new ones, current market share, the competition and
et al. Getting this information gives us a strong platform in which to build a
result-getting marketing program.
Phase II - CONCEPT DEVELOPMENT
Once we have studied the questionnaire, we will create a U.S.P.
that as mentioned will be spread across all marketing disciplines.
Phase III - TARGET MARKETING [the
selection of marketing targets]
These are defined as those markets that offer the biggest sales opportunities
at the lowest cost.
Phase IV - CREATIVE DEVELOPMENT
Once OK’d, the marketing plan will be executed into one or more disciplines.
Not all disciplines need be used - only those that are designed to reap the most
results at the least cost. This creative phase covers copywriting, (print ads,
TV/radio commercials, website & general graphic design, art direction, editing
to final OK.)
Phase V - IMPLEMENTATION
Turning the marketing program into action, i.e. the media ...
print TV/radio, digital business cards, press kits, plus sales promotion materials,
brochures, booklets, flyers, plus direct marketing, letters, enclosures Internet
marketing, websites, e-mail.
All clients should have a budget for marketing. We will always stay within this
budget and submit an estimate prior to any work undertaken.
TIME FRAME
Developing a comprehensive Master Plan and its implementation can take anywhere
from 4 to 8 weeks depending upon the complexity of the elements involved.
COMPENSATION
All our work is based upon an hourly fee of $85. We work on a project or retainer
fee basis. The retainer fee is based upon a minimum six months commitment of 10
hours per month. It makes no difference which way we work. However, in the early
stages of Master Plan development and implementation, hours add up fast so a retainer
fee is more economical.
All of our postage, travel, etc. is billed at net. We look forward to working
closely with you to assure the successful achievement of your goals.
