By Pat Hinds
A few years ago, I was working with a Canadian start-up company as the VP of Sales and we had hired a VP of Marketing out of the US. This VP of Marketing had prepared a presentation for the President of the company that outlined the marketing plan and the budget required to support the marketing activities over a 12 month period. The focus of the marketing plan was to create leads for the sales team; this same marketing plan presented the activities in the form of a pie chart. The sum of the pie chart was the total budget required and each activity was a percentage of that budget. I found the presentation of marketing activities in a pie chart to be a very effective visual for outlining what is required by an organization to create leads.
The following is a brief outline of the content included in the “Marketing Pie”:
Advertising: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.
Analyst: The person most responsible for reviewing, analyzing and summarizing the data from a research project.
Direct Mail/eMail: Advertising sent directly to prospective customers via the mail or email.
Web Site: A collection of web content organized under a single homepage.
Print (Brochure): A booklet designed to introduce a company to prospective clients of your services, and or products.
Trade Show: A trade fair (or trade show) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services.
Public Relations: Communication by a person or an organization with the purpose of creating a favorable public image; commonly referred to as PR.
Telemarketing: Telemarketing is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services.