Sarah Bundy of All Inclusive Marketing joins Merchant ABCs host Deborah Carney to discuss why your company should have an integrated marketing plan that includes affiliate marketing as one component of many. Below are the outlines of what we discuss and links to Sarah’s sites that have more complete notes. Even with the notes, you really will want to listen to this podcast, even though it is a little longer than our average podcast.
5 Steps to Writing an Integrated Marketing Plan
By creating a strategic online marketing plan, you put your best foot (and brain, and dollar) forward in ensuring you achieve the best success for your new online presence. Here is a brief outline of what AIM usually covers in their integrated marketing plans for their clients.
1. Situation Analysis (research of the industry and online sales potential)
a) Product Description and Overview
b) Market Analysis / Potential
c) Identification of Target Groups
d) Selection of Primary Target Groups
2. Competitive Analysis
b) Suggested Value Propositions
3. Positioning and Main Messaging
a) Suggested Brand Positioning
b) Suggested Main Messages (according to selected target groups)
4. Online Marketing Channel Strategy
a) Marketing Channel Analysis and Selection
b) Keyword Analysis
c) Competitive Analysis (narrowed down) with Competitive Edge
d) Customer Retention Strategy
f) Channel Rollout Plan (Setup and Execution)
5. Financial Analysis
a) Sales Projections
The 5 Decisions Every Customer Makes before they Buy (in this order!) are:
1. About you
2. About your business
3. About your product
4. About your price
5. About the time frame in which you can deliver.
These 5 decisions are almost ALWAYS made in this order and by almost EVERY customer. This decision process remains true whether you’re buying a car or a piece of pizza.
Where to Find Sarah:
Sarah’s LinkedIn account (bio)
All Inclusive Marketing website
All Inclusive Marketing blog
All Inclusive Marketing Twitter:
All Inclusive Marketing phone: (604) 560 2542
Leave us some comments on points you agree or disagree on or how your company utilizes
Thanks to Geekcast.fm for hosting our podcasts, check them out for lots of other great podcasts about affiliate marketing and marketing in general.