As a small manufacturer it is often difficult to put together a marketing plan with little to no budget that helps meet your sales goals. The questions arise of where to spend the dollars you have, who to primarily target to maximize your spend, who will execute the plan, and how to know if the plan is working. For companies that are already busy with their normal day-to-day tasks, this initiative, although a necessity to help with sales growth, can be overwhelming.
That’s where the Georgia Manufacturing Extension Partnership (GaMEP) at Georgia Tech comes in. As a partial state- and federally funded program, the GaMEP has put together an eBook to help you think of marketing in a similar fashion to how you think about process improvement. This guide will help you create a logical and systematic approach to your marketing that will meet your needs, but also be on budget and sized right for your company.
Throughout the guide, we will take you through five main steps, each with subtopics and key points and worksheets for you to fill in to get you started. These include:
- Step 1: Understanding your business from a marketing perspective. You will learn to understand who your customers are so that you can find ones who are similar, what opportunities exist in your market, and how to define what you are looking for in your ideal future customers.
- Step 2: Developing your marketing voice to connect with customers. In this section, you will learn about the different components to make your company more compelling to your customers and potential customers. You’ll understand the importance of branding, messaging, and storytelling, and will gain actionable items to either help you get started or to analyze what you’ve already been doing and modify if necessary.
- Step 3: Building a strategy that is right for your company. You will learn how to build a marketing plan that is right for the size of your business, the goals you want to achieve, your budget, and your resources. We’ll teach you to set your goals, understand your audience, lay out your strategic priorities, and decide on the channels, before you get to the tactics.
- Step 4: Developing the tactics. We’ll break down this section into three areas, grassroots, traditional, and digital marketing and discuss the questions you should consider before deciding on the tactics.
- Step 5: Putting the plan into action. In the final step, we will help you lay out the plan in an organized fashion and will provide two different types of one-page marketing plan snapshots that are easy to understand, communicate, and follow.
This eBook is practical and has actionable items that include multiple worksheets available to download and utilize. You’ll be able to read the eBook and build your plan at the same time, learning how your marketing can follow the Plan-Do- Check-Act (PDCA) Cycle, a systematic approach for manufacturing processes.
Questions? Contact Katie Takacs, GaMEP Marketing Services Group Manager, at firstname.lastname@example.org.