How do I write a Marketing Plan? Part III – Action Plans
By Stan Rydzynski
The solution part of any marketing plan is the Action Plan section. You could say this is the “Get it done” component. The action plans address the goals. It’s the “how” the goals are achieved. Action plans, or events, should be specific and measurable like goals. In this section someone should be assigned to complete the action or name (s) can be placed in the “Timetable” section of the marketing plan. Consider it your marketing project plan.
To illustrate action plans, I will state a goal and follow with appropriate action steps.
Goal - Starting in the second quarter obtain training on Arc Flash Testing to launch a new arc flash testing service to our customers in the third quarter.
Action - Attend a training session in May on arc flash testing training given by Ideal Industries sponsored by my local distributor.
Action - We will introduce our capability to provide arc flash testing service in the third quarter by training our sales people on how to sell this new service, develop a leave behind brochure and advertise the service in “X” publications in our area.
Goal - By the end of the second quarter decide if we could generate +$3.0MM in sales and make XX% profit within two years by adding a new sales person in two adjacent counties.
Action – Using the internet, investigate the number of commercial/industrial business in Soprano & Corleone counties. In addition, contact the local chamber of commerce to obtain commercial and residential statistics concerning number of businesses, number of residential homes, contractor establishments, etc.
Action - We will add a new salesperson in Soprano & Corleone Counties in June with first year sales to be $3.2million.
Action - Add another service truck in the third quarter to support anticipated increase in sales from the newly expanded sales counties.
Goal - Redesign and introduce our new website by November.
Action – Starting in April, have Joe Clark and Sam Brown develop the new sections, graphic ideas and copy for the website. In August, Dave White, website programmer, will program information for new website launch in November.
Action – Starting in December, we will promote the re-designed site with message-on-hold, direct mailer, and email to existing customers and include in all ads
Goal – Develop the graphics and copy to increase company awareness by turning our service trucks into traveling billboards in August.
Action – Working with outside vendor, Joe Brown, repaint our service trucks in June & July with new graphics & copy to increase our branding and promote profitable service work.
Goal - Investigate joining NARI, NAHB and the local Chamber of Commerce in the second quarter and take appropriate action to join if research is positive.
Action – Have Bill Green contact each potential association to meet with their new member manger and attend one meeting for analysis in the first quarter.
Action – Have Bill Green join the local NARI association, NAHB and the local Chamber of Commerce in the second quarter.
Goal - In the second quarter, introduce a commission incentive program for all our service truck mechanics to increase sale 30%.
Action - In the second quarter, produce an up-sell order form for our service truck mechanics and train them on how to sell other products and services to our residential customers. In addition, a commission for the mechanic will be introduced to motivate them to increase sales. (Steve Jordan, Harry Kahn and Mike Hammer –Action Team)
Goal - Introduce a safety program for our existing residential customers to increase sales of surge, GFCI, arc fault protection by 35% in September.
Action - In May, send a mailer to our existing customers concerning a special safety program that includes our surge, GFCI, arc fault protection services.
Goal - Since April is fire safety month, launch a special program on smoke and CO2 detectors that will generate $11,550 in new business.
Action – Starting in January, develop a direct mailer highlighting fire safety products (Smoke and CO2 Detectors) that will be mailed March 30 to 3000homes in our trading area. (Bill Green to manage)
The action plan section is where creative thinking and brainstorming can be applied. The solutions to your goals should be simple to execute but yet have an element of creativity to make your customers take action. Remember, a customer will take action if they have a need and you feature an offer equal to their benefit/application requirements. This is the match you are trying to create. And with all of your sales and marketing efforts, consider multiple ways to communicate. Prospective customers need to hear things multiple times, through different ways, to remember the services you offer. This is called an integrated marketing strategy.
OK, you have now experienced the third step into developing a realistic and workable marketing plan. Don’t rush the plan. Take the time to create the most effective profitable plan for your company.
There are five parts to a working marketing plan. They are:
Part I – Situation Analysis
Part II – Goals & Objectives
Part III - Action Plans
Part IV - Timetable
Part V – Forecasting and Budgets
Look for more articles concerning each part in up coming issues.
Stan Rydzynski, Executive V.P., Channel Marketing Group, has over 35 years of experience in marketing/sales/product excellence in the electrical industry. The Channel Marketing Group provides strategic planning, marketing planning and market research for contractors, manufacturers and distributors with a focus on growth initiatives to accelerate performance. If you have a marketing/strategic planning question, you can contact Stan for a FREE consult at srydzynski@channelmkt.com or 516-319-1191. In addition, Stan conducts a 2-3 hour marketing/planning contractor seminar covering basic marketing concepts as well as teaching how to write an effective contractor marketing plan. Contact your local IEC, NECA chapters and/or your local distributor to arrange for him to conduct his highly effective and informative seminars.
