Marketing
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Product Strategy You should use this section to cover your long-term product strategy in more detail than section 6.1. If you are providing a service then you should consider your service(s) as your product(s).
The Marketing Mix
When it comes to marketing, you need to understand the difference between tools, tactics and strategies. A blog is a tool. Writing blog posts is a tactic. Google AdWords is a tool. Publishing ads across multiple keywords is a tactic.
Understand the Difference Between Marketing Tools, Tactics and Strategies
You can launch your business's brand without a plan or with a plan that exists only in your head, but you shouldn’t. Launch your brand with it all in writing so that you can stick to your timeline, strategy, and budget, and meet your objectives: State your brand introduction message. Follow the template in this figure.
How to Write Your Business's Brand Launch Plan
Develop a Strategic Marketing Plan
If you think that developing a strategic marketing plan is something only big, fancy corporations need to do, think again. You need one, too! It’ll help you better understand your business, your customers and your strategy for success. Most people fall into the trap of thinking that “ marketing ” just means advertising, PR or promotion . But marketing and a marketing plan is so much more than that, and includes everything from understanding the market to which you’ll sell your products and services , to choosing specific tactics you’ll use to reach that market (which is actually where things like advertising come into play - they’re tactics!).
A communication plan includes specific recommendations and cost estimates for the numerous tactical applications that are required to launch and sustain a new product, brand organization or event. A good communication plan clearly identifies objectives, target audiences, key messages, tactics, projected timeline, estimated costs and success measures. Below is an outline of a communication plan that fine arts organizations can customize to their individual needs. Overview This introductory section provides a succinct summary of background information on your new product, brand, organization or event, and its pending launch: What the offering is What benefits it provides for your target audiences What has happened in its development process to this point What the reader will see in the upcoming document