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Leading the Marketing Planning Initiative

Las Vegas, NV

Thursday, December 12

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

Marketing Planning for 2020

  • What are the big challenges?
  • What are the best practices?
  • What are the common “big mistakes”?
  • Culture for marketing planning

What Does Your Organization Want out of Marketing Planning?

  • What’s the desired end game?
  • Who currently “owns” the process?
  • What stakeholders are currently involved versus what stakeholders need to be involved?
  • What is your current versus desired state?

Owning up to Your Organization’s Current Situation: Reality Versus Pie-In-The-Sky Assessments

  • Work with factors you can’t control
  • Make the most of factors you can control (or at least impact)
  • Hold up the mirror – an honest assessment of organizational competencies

Step Back and Critically Assess Your Current Offerings

  • What are your present offerings?
  • What should/could they be?
  • What are your competitors doing?
  • Crystal ball time: what will your competitors be doing next year and later?

Served Market

  • Who are your markets and customers?
  • Who should/could they be?

Friday, December 13

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 3:00 pm

Where Do You Want to Take Your Offerings?

  • The new segmentation
  • Prioritize the segments: Target marketing
  • What the heck is positioning strategy?

Nuts and Bolts: Let’s Work Through Each of the Critical Strategy Areas (4 P’s and Other Delights)

  • Hone the offering
  • The core offering (whether product or service, B2B or B2C, for-profit or nonprofit)
  • Deliverables surrounding the core offering
  • Brands, brands, brands
  • Pricing the offering
  • Supply chain/channels/service delivery
  • How service trumps product
  • The Integrated Marketing Communication (IMC) Suite
  • “Old media” and “new media”
  • The sales force – marketing’s friend or nemesis?

Trials and Tribulations in Marketing Plan Implementation

  • Connect plan success to necessary internal/external stakeholders to make it happen
  • Market the marketing plan internally
  • Anticipate and deal with bumps along the way

Gauge the Success of the Plan

  • Make adjustments along the way
  • Contingency planning, anyone?

Do It All Over Again

  • Make marketing planning part of your organizational DNA
  • Integrate the process into organizational performance management systems

Your Personal Charge on Leaving Our Session

  • Take home a leadership plan of attack
  • You will make a difference