Top Five for Small Business: Top Five Steps for Developing a Results-Driven Marketing Plan

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This Top Five series will feature experts in human resources, marketing, accounting, IT and others. They will introduce five things on a certain topic that will help you be successful in your small business.

Every marketing plan should be a unique plan – designed for a specific business. The foundation of a dynamic marketing plan must reflect a company’s structure, its brand essence, and defined target audiences to ensure the plan is productive and realistic. However, the level of noise that we all receive each day through a myriad of channels is ever-increasing, making marketing more complicated and easier at the same time. By listening to your customers and crafting a marketing plan that is focused and on point, businesses can utilize their financial resources and capacity to implement their plan with greater confidence. Tamara Kenworthy, Founder of On Point Strategies, will break down five key steps and highlight actionable take-aways for the creation of a focused marketing plan. 1. Creating a brand essence focused on differentiation 2. Defining your target audiences and why it matters 3. Listening to your audience – why “Voice of the Customer” is critical 4. Prioritizing the tools within YOUR “marketing toolbox” 5. Staying accountable to your marketing plan.

 

Tamara Kenworthy, founder of On Point Strategies in 2007, has 35 years of marketing, research and strategic planning expertise.  On Point Strategies’ focus is to empower organizations in effectively targeting their customers and constituencies through innovative strategy and sound market research, which provides maximum value to the strategic planning process and increased ROI for the organization.  Tamara’s value proposition to clients is that she is a seasoned marketing strategist with research expertise, and a market researcher who thinks like a marketer – a unique combination in the industry.  She works with a wide range of clients in the areas of strategic planning, qualitative and quantitative research, marketing planning and implementation, and personal branding. Tamara is the managing editor of QRCA VIEWS magazine, a quarterly publication for the global qualitative research industry, and has been instrumental as a co-director in developing the NAWBO Iowa Business Institute for small female-owned business owners.