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Among others, they include your website, print brochures, business cards, and catalogs. Your marketing materials are the collateral you use to promote your business to current and prospective customers. While your business doesn’t necessarily require offers, using them will generally cause your customer base to grow more rapidly.
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Offers may include free trials, money-back guarantees, packages (e.g., combining different products and/or services) and discount offers. Offers are special deals you put together to secure more new customers and drive past customers back to you. Think through different ways in which you might be able to reach customers and document them in this section of your marketing plan.Ĭlick “next page” below for sections 6 to 10 of your marketing plan or or here for the proven marketing plan template. For example, will customers purchase directly from you on your website? Will they buy from distributors or other retailers? And so on. Your distribution plan details how customers will buy from you.
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In this section of your marketing plan, detail the positioning you desire and how your pricing will support it. For example, if you want your company to be known as the premier brand in your industry, having too low a price might dissuade customers from purchasing. Your pricing and positioning strategy must be aligned. Section 4: Pricing & Positioning Strategy For example, FedEx’s USP of “When it absolutely, positively has to be there overnight” is well-known and resonates strongly with customers who desire reliability and quick delivery. The hallmark of several great companies is their USP. Having a strong unique selling proposition (USP) is of critical importance as it distinguishes your company from competitors. Section 3: Unique Selling Proposition (USP) Subscribe now: Forbes’ Entrepreneur NewsletterĪll the trials and triumphs of starting up – delivered right to your inbox.