The 1-Page Marketing Plan

[mdabuhasan]

Some time ago, during a visit to a bookstore in my city, I came across a book entitled “ The 1-Page Marketing Plan ”. I immediately thought: “How can a marketing plan occupy only one page?” and, intrigued, I bought it. The book explains in an exhaustive and concrete way a rare concentration of marketing techniques .

According to Allan Dib , entrepreneur, marketer and technology expert, as well as the author of this book, marketing is the strategy to make yourself known to the targeted market segment and induce them to trust us, so as to convert them into customers. The first step to take is to acquire customers through the correct marketing strategy and adapt it to your company. Often small companies copy the strategies of multinationals; this is a big mistake first of all because the program of large companies is different from that of small ones and also large companies have a larger budget to invest in activities of this type.

The strategy of large companies is mostly based on mass marketing to remind the customer of the products and services offered, however this strategy would not country email list work for a start up or a small company. The best type of marketing for this type of company is direct response marketing which pushes the potential customer to take action and has the following characteristics:

It is traceable;
It is measurable;
Use compelling messages;
It is aimed at a specific audience;
It offers a specific offer;
It requires an immediate response and incorporates lead (potential customer) tracking.
But let's talk about the "Marketing from a Page" strategy. It is divided into three phases: the before phase, the during phase and the after phase .

The "before" phase
The “ before ” phase deals with prospects , that is, potentially interested customers:

The target market is selected . In fact, it is important to know who we are addressing because our product or service cannot be suitable for everyone;
We create a compelling message that can attract the attention of the target market and differentiate us from the competition. How? For example, by giving advice or sharing ideas or thoughts; to do this, it is necessary to understand what prospects want and present an offer that leverages the emotions that drive purchases (fear, love, greed, pride);
You reach potential customers through specific advertising channels , first identifying the most suitable media for your prospects .