The document discusses marketing and branding strategies. It outlines a 5-step "0to5 Roadmap" for developing marketing plans: 1) conduct research on customers and competitors, 2) define positioning, 3) establish the brand identity, 4) create a marketing plan with strategies and tactics, and 5) set objectives and metrics for the plan. Marketing and PR are no longer separate but integrated, and the options for reaching customers have grown with opportunities online and offline. Planning can help companies change how they approach their business.

1. Thinking Through the Plan
Michelle Pujadas, CEO
Wednesday, October 28, 2009

2. You only get one chance to
make a first impression.
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3. What is Marketing?
MARKETING
the profitable identification, attraction,
getting and keeping of good (“okay”)
customers
identify attract keep 3
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4. Why Market?
Marketing’s role is to condition the
market for sales
Sales
Marketing
Awareness Preference Action
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5. What is a Brand?
BRAND
the comprehensive identity of a company,
product and/or service in the mind of the
buyer
corporate product service 5
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6. Why be Brand-intentional?
In our experience…
Faster
Speed
to Objectives With a brand and go-to-
market strategy
Slower
Without a brand and go-to-
market strategy
Time Months 1-3 Months 3-6 Year 1 Year 2 Year 3 Year 4 Year 5
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7. A Cohesive Brand is Recognizable
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8. A Cohesive Brand is Recognizable
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9. A Cohesive Brand is Recognizable
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10. A Cohesive Brand is Recognizable
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11. Getting the Count Right: The 0to5 Roadmap
The Zer0 to 5ive Roadmap™ is a proven
methodology for formulating go-to-market
strategies for new, expanding and
repositioning brands.
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12. Step 0: Set Objectives
Success begins with setting
objectives that are measurable.
What results do you hope to
achieve from your efforts?
What do you want to learn along
the way?
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13. Step 1: Conduct Research
Who is your competition?
How are they marketing their
products?
What is their value proposition?
Who are your customers?
What are their needs?
What are their pain points?
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14. Step 2: Positioning
What category do you fall in?
What is your value proposition?
How are you unlike the
competition?
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15. Step 2: Positioning
For (target customers – beachhead segment)
Who are dissatisfied with (current market alternative)
(Our product) is a (category)
That provides (key problem solving capability)
Unlike (the product alternative)
We have assembled (key whole product features for
your application/service)
Geoffrey Moore: Crossing the Chasm 15
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16. Step 2: Positioning
B
XYZ
D
Easy –to-use
C
A
XYZ
F
E G
Feature Rich
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17. Step 3: Define Your Brand
What three things do you want
customers to think about your brand?
Is your emphasis more on innovation,
price, service, efficiency or something
else?
What type of brand are you?
How does your brand architecture
support your brand?
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18. Step 4: Establish Your Identity
What image do you want to project?
Are your sales and marketing materials
professional?
Are they consistent?
Does your look and feel align with your
brand strategy?
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19. Step 5: Create Your Plan
Your marketing plan sets the course
for how you go to market or
expand current markets – what is
your strategy for going to market?
What tactics will you use?
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20. Plan Development
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21. Writing Your Plan
The marketing plan
defines the strategy,
message and
implementation tactics
to achieve the desired
results
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22. Marketing and PR: A New Day
Marketing and PR are no longer siloed
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23. The Tactical Options Have Grown
Strategy is impacted
Consumer /customer can participate
๏ No longer all push
๏ Brand message harder to control
Buyers are self educating
Little appreciation of difference between blog post and WSJ.com –
however, trusted brands will prevail
More crowded than ever
Marketing needs to be offline and online to change behavior
๏ Google searches for brands
๏ Google search for type
WOM still most valuable
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24. A half day out of the office can change the
way you think about your business.
Planning Kick Start $5K
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25. For more information:
Michelle Pujadas
michelle@0to5.com
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