Strategic Plan Sample
Strategic/Marketing plan
August 2004
Dan Beaulieu
D.B.Management Group L.L.C.
Strategic Plan Sample
Strategic/marketing plan
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Objectives
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To increase sales
To be more visible in the marketplace
To grow our fast turn business
To gain dominance in specialized niche
Electronics
To get more out of our reps
To get more out of our sales force
Strategic Plan Sample
Before Getting Started
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A word about D.B.Management and how we
operate: This is what we promise you
We teach you how to sell and market we don’t do it for you.
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We help you with all of your sales/ strategic and marketing needs. We
train, we strategize, we help you to compete better and we show you how
to win.
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We work with strategically and tactically not specifically. We don’t get
involved in specifics like customers and pricing. By doing this we work with
more than one client at a time in the way that a personal trainer/ coach
does
The very nature of our work is highly confidential. What happens in your shop
stays in your shop.
We equip you to compete successfully in the marketplace.
Besides being strategists we are implementers. If our are plans are not
realized through direct implementation and success measurement, you will not
be successful and we will not be successful.
When we take on a client we assume responsibility for their success.
Strategic Plan Sample
Strategic/marketing plan
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Deliverables
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Develop a marketing communications plan that
will include:
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Updated sales literature
New Niche electronics brochure
Updated focused web site
Specialized marketing plan
Intro Package for reps
Sales Presentation
Manage, measure and motivate the sales team
ACT AS IMPLEMENTOR. MAKE SURE ALL PLANS
ARE IMPLEMENTED AND SUCCESSFUL.
Strategic Plan Sample
Strategic/marketing plan
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Strategic Plan Sample
The Image
High tech
 High quality
 Customer focused
 Consistent
 Reliable
 Dependable
 Flexible
We are willing to do whatever we must to meet our
customers’ needs.
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Strategic Plan Sample
Strategic/marketing plan
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THE MESSAGE:
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MUST BE CONSISTENT
ALWAYS TALK ABOUT PERFORMANCE/PERFORMANCE
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USE ON-TIME STATS
QUALITY STATS
SATISFIED CUSTOMERS/ Let our satisfied customer
speak for us.
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REFERRALS
TESTIMONIALS
SUCCESS STORIES
Strategic Plan Sample
Strategic/marketing plan
 The
message:
By getting the right message out we will make
people doubt themselves when they use other shops
They will second guess themselves and get to the point where they feel that
they have not done the very best for their company by using Strategic Plan
Sample. By reading our constant message they will have a great picture of
what Strategic Plan Sample can do, and that we are the best value in the
industry
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We are reliable
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We can show ads and scenarios where terrible things happen when boards
are not there on time… or if they fail
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There is a definite need for a shop that can
do everything we can do
Strategic Plan will meet that need of getting
the right message out to the right people.
Strategic Plan Sample
Strategic/marketing plan
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GETTING THE MESSAGE OUT:
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LITERATURE
WEB SITE
E-MAIL POST CARDS
DIRECT MAILINGS
ADVERTISING
PROMOTIONAL CARDS
ARTICLES
TRADE SHOWS
Strategic Plan Sample
Strategic/marketing plan
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LITERATURE:
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Strategic Plan Sample/ /Niche electronics
UP TO DATE FOLDERS AND INSERTS
TRI-FOLD CARRIES THE MESSAGE FOR THE
INDIVIDAL NICHE INDUSTRY INDUSTRY
PERSONAL BROCHURE
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TELLS THE COMPANY’S STORY IN NARRATIVE. THIS
IS THE BEST WAY TO PORTRAY THE COMPANY’S
CULTURE
Strategic Plan Sample
Strategic/marketing plan
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PERSONAL COMPANY BROCHURE
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TALK ABOUT WHAT WE DO BEST
HOW WE GOT HERE
OUR PHILOSOPHY
CUSTOMER FRIENDLY
READABLE/INTERESTING
BOOK LIKE
Strategic Plan Sample
Strategic/marketing plan
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WEB SITE:
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CARRY OTHER LITERATURE
THE PERSONAL BROCHURE
THE STATISTICS
TESTIMONIALS
ALL OTHER MATERIALS NEED TO LEAD TO THE WEB
SITE
WEB SITE MARKETING/DIRECTORY PLACEMENT
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“WEB SITE IS HOME AWAY FROM HOME”
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Strategic Plan Sample
Strategic/marketing plan
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E-MAIL POSTCARDS/
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CARRY SPECIFIC MESSAGES
VERY QUICK AND FAST
OFFER IMMEDIATE PROMOTIONS
LEAD TO WEB SITE
FOLLOW UP
DISCUSS FREQUENCY
BUILD D-BASE
Strategic Plan Sample
Strategic/marketing plan
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DIRECT MAILING/
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POSTCARDS
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Be consistent in sending out regularly
Collect the right data bases
Numbers game
Need coordinated follow up
Consistent message
Strategic Plan Sample
Strategic/marketing plan
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ADVERTISING
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GET THE MESSAGE OUT
We are the best value in the industry
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Special ads for
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Niche business
Specialized business
Company message
Exactly what we want to sell
“DEVELOP 4 ADS AND ROTATE THEM
ADVERTISE IN PCBD&M AND US TECH
Circuits Assembly and appropriate medical trades
Strategic Plan Sample
Strategic/marketing plan
ADVERTISING/ direct mailing list are
available for advertisers in PCBD&M at
$800 per five thousand mailing labels.
 We should do four mailings using these
labels
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Strategic Plan Sample
Strategic/marketing plan
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Permission marketing
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Get customers and target customers permission to send
them info about our company on a regular basis.
Add to data base
Send them “valuable” information on steady basis
They get used to us and hearing from us
Are exposed to benefits of dealing with us
Become customers
Become loyalists
Strategic Plan Sample
Strategic/marketing plan
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Customer Surveys
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We need to know what our customers are
thinking. What they are saying about us and
what their needs are. Our focus has to be on
the customers:
Online surveys
Phone surveys
Develop a users group?
Action: Decide and implement: Date
Strategic Plan Sample
Strategic/marketing plan
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Trade Shows
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Selection: which shows should we attend?
Show strategy/ reasons for attending
Tactics: Getting the most out of the show
Set and meet goals
Measure success
Plan for next time
Post show follow up
Action: develop a trade show plan/ Date_____
Strategic Plan Sample
Strategic/marketing plan
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Promotional items:
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Items have to be consistent with our message
They need to be helpful and valuable
Something the receivers will keep and use
Something that will show our name
Something that will be kept at work
“Neat products”
Strategic Plan Sample
Strategic/marketing plan
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Articles and Seminars/ Niche
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To position us as industry experts
Multi-uses: An article in a magazine can be:
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Basis for a paper at IPC expo
Reprinted as literature
Made into a pamphlet
A branding device
A promotional give away
A basis for a seminar
Given at customers sales meetings
Action: developed a multi-year publication plan
Strategic Plan Sample
Strategic/marketing plan
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Niche
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Marketing plan:
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Getting the word out
Separate from Strategic Plan Sample
Good business
Good lead producer
Good marketing lead
Good advertising pioneer
Strategic Plan Sample
Strategic/marketing plan
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Special Niche
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Special literature
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Tri-fold
 Clear and to the point
 How to use our services
 Used for direct mailings
Important that we keep this business apart
marketing wise from others. This is very
different than medical electronics
Strategic Plan Sample
Strategic/marketing plan
FIND THE RIGHT REPS
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THE SALES FORCE
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INDEPENDENT SALES REPS
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TERRITORY EXPERTS
RELATIONSHIP MANAGERS
FOCUSED ON SELLING OUR PCBS
 FOCUSED ON SELLING OUR TECHNOLOGY
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SUCCEED BY MAKING US SUCCEED
PAID WHEN WE GET PAID
Strategic Plan Sample
Strategic/marketing plan
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INDEPENDENT SALES REPS:
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ATTRACTION to Our Company:
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GOOD STRONG COMPANY
CLEAR AND DIRECT STRATEGY
FINANCIALLY SOUND
MARKET FOR AND WITH THEM
DEVELOP REPUTATION
GREAT TECHNICAL CAPABILITIES
NO HOUSE ACCOUNTS
SOME PRE-EXISTING RELATIONSHIPS
WIDE SPAN OF SERVICES AND PRODUCTS
GREAT IN-HOUSE SUPPORT
NICHE ELECTRONIC MARKET
QUICK TURN
Strategic Plan Sample
Strategic/marketing plan
QUALIFYING
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A REP: evaluate
BOARD EXPERTISE
WELL RUN AGENCY
SUCCESSFUL
RELATIONSHIP WITH TARGET ACCOUNTS
HOW MANY PEOPLE IN FIRM?
OTHER BOARD FABRICATORS
WORK ETHIC
TIME DEDICATED TO COMPANY
REFERENCES
SPECIALITY
Strategic Plan Sample
Strategic/marketing plan
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TREAT THE REP AS A PARTNER
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INDEPENDENT SALES REPS
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FINDING AND KEEPING REPS
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NO HOUSE ACCOUNTS
GOOD CONTRACT
TREAT AS PARTNERS
GOOD LONG TERM CONTRACT
GOOD COMMUNICATIONS
PAY ON TIME
MARKET IN THEIR REGION
Strategic Plan Sample
Strategic/marketing plan
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TRAIN THE REPS
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Communicate our strategic plan
Let them know our sales tactics
Provide them with the right sales tools
Assist them in lead generation
Trade shows in their region
Regular phone meetings
Regular live customer co calls
Strategic Plan Sample
Strategic/marketing plan
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Actions:
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Review and discuss this plan
Assert that we are on the right track
Document comments
Update this plan
List actions with dates
Begin actual implementation
Strategic Plan Sample
Strategic/marketing plan
About this plan:
This is a living plan. We work on it as we go
so that we are always making progress.
It is also an implementation tool. Giving us
a step by step roadmap to implement
these strategies, tactics and tools.
We use Microsoft Project as tool to make
sure that we continuously track our
progress and achieve our goals on or
ahead of schedule.
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