Reading Time : 10 Minutes
My involvement in producing marketing plans have been rather by accident. I still remember the day James Low invited me to join the group, I was expected to just produce a whatever random Augmented Reality mobile application with the team then, Othniel & Eugene. Through job after job, midnight after midnight, I have somehow or rather grew my sense towards conducting marketing activities, be it through on-ground communications, or digital marketing efforts for major multinational companies like Microsoft, HP, Trend Micro, Linksys, and so on.
Therefore, here are some of my learnings of what it takes to present a good marketing plan during my short 2-year career. I will list down a few key-points to consider for inclusion of a holistic overall marketing plan.
Everything you do, think what the END GOAL of the campaign is, and usually it’s not just a “Job Well Done”. A business only wants to see NUMBERS in the end. Calculate your ROI for anything you want to propose for maximum acceptance value be it to your clients, your actual boss, or when you decided to be a boss yourself!
Many of the people I work with rarely think of the aspect of our client, or the “true real boss that pays us money”. By thinking in the client’s perspective as a business owner, we can actually skew our mindset towards really different approaches for our marketing activities.
A lot of us would come out with campaigns that are “siok sendiri” (or in terms of English translation, would be stuff that we will feel good within ourselves). For example, let us do a mega roadshow event at a very famous mall! Your client would probably ask, how much does it cost? Probably RM100,000? And most of the time, we are then stuck with how to fully utilize + spend that RM100,000 the best way we can. A typical event executioner would then just fully focus on emphasizing the smoothness of that event.
However, apart from ensuring a campaign or event that runs without hiccups or issues, a business owner would usually think of multiple other metrics instead to calculate that success.
So as a business owner, the answer is fairly simple. Anything we propose to do, make sure it has relevant ROI’s that we can calculate for the owner. ANYTHING can be identified or calculated. Don’t know how? Just search in google. Because I am awesome and I do not want to just bullshit, here I have attached an awesome article that teaches you how to calculate it into numbers.
On-Ground Events ROI: https://www.eventbrite.com/blog/measure-event-roi-ds00/
On-Ground Event Calculator :https://www.eventbrite.com/blog/academy/event-roi-calculator/
Next, the really major calculations for any digital marketing campaign. Understanding the metrics listed below, would give you a head start on how to calculate for conversions on anything you do. OF COURSE, not every single metric listed in the website below is relevant to your campaign. Choosing the correct most important metric you want to see “As A Business Owner” would be best. For example, I am an E-Commerce boss owner, my conversion metric would definitely be how much sales I could get if I spend RM100,000 on a digital marketing campaign?
Digital Marketing Terminology :https://www.searchenginejournal.com/metrics-digital-marketing-roi/253479/
Money money money, how to count your earnings? ROI Sample Calculations :https://blog.adext.com/en/digital-marketing-roi
All in all, JUSTIFY EVERYTHING YOU WANT TO DO WITH DATA AND NUMBERS.
Chart your plans for easy understanding for your client, and also yourself. That way, you can map out the “Big picture” of things and understand whether have you hit every single aspect considerable?
An Example of an easy to understand conversion funnel by https://www.crazyegg.com/blog/website-conversion-funnel/ , a very thorough explanation of the entire funnel! Takes 20 mins reading for the whole article but worth it for beginners of understanding the funnel.
This conversion funnel might look like a maze of unknown marketing jargon flying away for beginners, so I will try and sum it up here.
To sum it up, there is no right or wrong how you match the puzzle for your marketing funnel. What marketers usually do, is to match the budget given by your boss or client, and slowly spreading it across the conversion funnel activities proposed. As long as the ROI calculation make sense, please explore your creativity to the max and do as awesome as possible activities that can be combined into a wonderful campaign!
Try and fit your budget to have an appearance of at least minimum 7 times across various mediums or platforms to solidify brand image. “The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service” – https://www.krusecontrolinc.com/rule-of-7-how-social-media-crushes-old-school-marketing/
Many marketers do not cover the whole spectrum of marketing efforts due to the sheer amount of work involved to ensure everything gets branded properly across all the mediums out there. Therefore understanding your capacity, what your company can do, what your client can do, and all the budgeting constraints involved would be the best way to determine whether do you go for ATL, BTl, TTL, or Digital Marketing. Here is a brief explanation on the various types of acronyms I have just mentioned earlier on.
What is ATl, BTL, TTL, Digital Marketing? : https://www.feedough.com/atl-btl-ttl-marketing/
A brief summary table explaining the activities.
|ATL ( Above the Line)||TV Ads, Radio Ads, Billboards||Tens of Thousands to Millions|
|BTL ( Below the Line)||Events, Activation, Flyers,||Thousands to Millions|
|TTL (Through the Line)||Combination of both||Tens of Thousands to Millions|
|Digital Marketing||Social Media, Google Ads, FB Ads||Minimum as low as RM500|
From here, we can see that traditional media strategies are really expensive. That is why you will hear many people arguing or giving articles that digital marketing is the way to go these days as it is highly cost effective to immediately generate leads, sales, or ROI conversions. Here is a written article comparing the cost effectiveness of the “Rule of 7 for Marketing”.
Rule of 7 in the digital world :
What are my thoughts on this though? Let me tell you some reality & truth. Digital Marketing is NOT EASY to do. There are so many tactics that many blogs will tell you, that you will usually be lost, trying to do everything at one go, and probably never see results anyhow. All of the digital marketing strategies are very overwhelming, especially for people that have just started to learn it.
My advice? Choose which medium that can best target your identified audience in your marketing plan. GRAB founder Anthony Tan did not use social media boosting in the early days of founding my taxi. Apparently the team went around knocking doors of taxi drivers to join their early day platform MyTeksi! I myself did the same thing, running around, store by store, to ask for business opportunities from various store sellers for my start-up.
Don’t get me wrong though! I am not asking random marketers to suddenly be salesman doing door-to-door cold knocking. In this sense, we as marketers with some budget could actually react to this situation by printing various flyers, posters, and hiring some promoters to target a specific area for a targeted conversion activity. All this is purely done under the BTL strategy, where we can get immediate conversions from just less than RM5,000!
Just to emphasize again, the BEST strategy, is not the CHEAPEST, and not the most EXPENSIVE, but the one spent appropriately that maximizes conversions the best!
Let me try my best to sum it all up in a 15 second Too Long Didn’t Read on how to do a marketing plan.
In my next article, I will give an example of how I will plot these strategies that I have mentioned so that people can try and mirror the way I do my marketing plan.
Too complicated to understand? Always do get in touch with me! I will try my best to explain and help with your marketing plan =)