New York SBDC Research Network

Clearly, technology has changed marketing a lot. We fast forward through ads on television and block them on our devices. We have amplified word of mouth in social media. We pour over analytics and metrics. But what about the marketing plan? Has technology changed marketing planning? One thing for sure: The fundamentals still apply. As much as ever, marketing is still getting people to know, like, and trust your business. As much as ever, marketing still needs defining target markets, knowing those market segments, reaching the right people with the right message. Pricing is still the most important message, and the lowest price is – as always – not necessarily the best price. Another thing for sure: the marketing mix, the tactics, are changing rapidly. Goodbye to the yellow pages, hello Facebook. Goodbye public relations, hello social media. Goodbye advertising, hello content marketing. And where is the marketing plan, in all this? Let me suggest x essentials of a marketing plan...

What’s my target market? What should it be? How would I know? Here’s a list of five things that will help you figure it out. 1. Don’t try to please everybody Strategy is focus. Say you’re running a restaurant; which of these three options is easier? Pleasing customers 40 to 75 years old, wealthy, much more concerned with healthy eating than cheap eating, appreciating seafood and poultry, liking a quiet atmosphere. Pleasing customers 15 to 30 years old, with limited budgets, who like a loud place with low prices and fast food. Pleasing everybody. Read more at bplans

As July ends, so does  Independent Retailer Month , - celebrate the successful family-owned, mom-and-pop, independent stores out there by using some resources on BusinessUSA to help you  Grow your Business , including: Forecasting for Growth Check out the competition in your area with our  SizeUp Tool Developing a Marketing Plan Using Technology to Stay Competitive Financing Growth Building your own Franchise

One of the things most small business struggle with mightily is differentiation. And yet, it’s probably the number one factor in the success of one business over another. If you can’t demonstrate how your business is significantly different than every other business that says it does what you do, you are doomed to compete on price... ...if you really want to carve out success you must also understand that it’s often not enough to simply be different. You’ve got to be different in a way that boldly addresses the greatest unmet needs of your market. More HERE .

Unfortunatly, we at the Research Network don't always have access to as many sample marketing plans as we (and you too) would sometimes like. Palo Alto Software would like you to buy their "Marketing Plan Pro" software (much like our friend "Business Plan Pro"). But if that's not in the cards, they also offer a handful of free marketing plans at Mplans.com . These include plans for a bed & breakfast, shoe store, accountant, car wash, catering, fitness club and more. So while they don't cover every type of business, there is some variety and some fairly common businesses.