Marketing Plan Example - Ladies First Shoe Store


Marketing Plan Example - Ladies First Shoe Store

To give you a marketing plan example, let's say that the Ladies First Shoe Store is a seven-year old offline store that we are bringing online. Though through the years our sample store has had hundreds of repeat customers, it never developed a customer database. Ladies First concentrated its marketing strategy to newspaper advertising, occasional television commercials, and a listing in the phonebook. The offline store is situated in a local mall.

Any effective marketing plan should include a way of tracking results. Tracking is typically lacking on most marketing strategies used by offline businesses. Though far from a foreign concept, it is not usually implemented by small businesses. Ladies First Shoe Store is no exception; it cannot track how much of its traffic comes from overall mall traffic and how much of it comes as a result of its own advertising efforts.

If we are bringing the shoe store online, our marketing plan should include tracking for its offline advertising as well, to be able to measure the effectiveness of each marketing dimension. Each ad, each coupon, and each broadcast should include a code that can be linked to each customer's purchase or visit. Even telephone calls can be tracked by asking the customer how they heard about the store.

Though it may be safe to assume that the marketing mix for Ladies First has worked for seven years, we may be surprised to find that only the television ads were effective, and that the newspaper coupons were seldom used. Further tracking may show that the television ads that included the endorsement of a local movie star were the most effective and that the back-to-school ads didn't do so well.

Now we can develop and online strategy that builds on the offline experience.

The next part of the marketing plan may be to capitalize on repeat customers. If the shoe store has any kind of records of previous customers, such as receipts from purchases, we could develop a database using those records. That list of customers can be used to send postcards offering store discounts and/or requesting that customers sign up online for coupons and special sales. Postcard mailings should also be tracked. Our intention should be to develop an electronic database to which we can eventually market via email. Email marketing is perhaps the least expensive and most effective types of marketing. Repeat customers could quickly become your greatest asset.

One way that Ladies First can develop its list of customers is by training the sales staff to collect names and email addresses of every customer who purchases, which is the best list to have, i.e. a list of buyers. If, and this is a big if, you can train your sales staff to collect the email addresses, you will practically be assured of an increase in your overall profits. I know businesses that go as far as to fire anyone in their sales staff who continuously 'forgets' to ask customers for their contact information.

Next, we need to start adding more online strategies to the marketing plan. Keeping in mind the importance of developing a customer database, some businesses do offline advertising to route their customers to a website where they can capture their contact information. Soft drink companies put codes on the tops of soft drink bottles; customers are instructed to go to a website, enter the code, and see if they won a prize. Lady's first could do something similar by having their website information imprinted on the receipts, asking customers to login to see if they win a free pair of shoes or to get coupons. A website without a lead-capture mechanism is not maximizing its marketing potential.

The next step of the marketing plan for Ladies First Shoe Store could be implementing promotions that include the endorsement of the local movie star. That could be done through video postings on You Tube or on a blog, or in written form as testimonials on the lead capture page or home page.

Traffic generation strategies could be the final touch for our marketing plan example. There are dozens of traffic strategies available, but one that we could use for Ladies First is advertising in a local business portal and local map searches. Pay-per-click advertising would also be very effective, since it can be targeted geographically.

Remember than in our marketing plan example everything and every occurrence should be tracked to determine its effectiveness. Don't just track email marketing, track each email and you will learn what produces the best results. Then you will know what delights your customers and what will keep them coming back in the future. It is easier to buy where you already know you are appreciated.



Marketing Plan Sample - 5 Simple Steps to Market Any Business


Free Resources for Instant Download - Click on the Images Below

Here are some free resources you can put to use in your own internet marketing business.
To download, click on the images below

Sarah Staar - 101 Ways to Get Free Traffic

101 Ways to Get Free Traffic

Sarah Staar - Copy and Profit

Copy and Profit

Sarah Staar - How to Sell Affiliate Products

How to Sell Affiliate Products

Sarah Staar - YouTube Hijack

YouTube Hijack

Sarah Staar - 37 Best Free Marketing Tools

37 Best Free Marketing Tools



For other articles and videos on Marketing please follow the links below:

How to Use Web 2.0 Properties in Your Business

How to Use Web 2.0 Properties in Your Business

Web 2.0 properties are platforms where you can put your own content. They are usually free and are a great way to create backlinks to your own website.

Avoid These Internet Marketing Mistakes – Don’t Be An Internet Marketing Failure

Avoid These Internet Marketing Mistakes – Don’t Be An Internet Marketing Failure

In a group of famous internet marketing gurus, one asked the group how many of their students took action. The answer: Less than 5% and few of them do it successfully.

Video Advertising - Video Marketing - Using Video Advertising In Your Marketing Mix

Video Advertising - Video Marketing - Using Video Advertising In Your Marketing Mix

A new sales manager reviewed the sales team records and gave them one directive: "Increase the of time you spend in front of clients and reduce office time." Video can help you do just that.

Joint Venture Opportunities

Joint Venture Opportunities

Building relationships and being social is one of the greatest secrets of success. Joint ventures of many types can help your internet business to grow.

Developing Joint Ventures

Developing Joint Ventures

Before you launch a major product online, it is a good idea to spend a great deal of time putting together a qualified group of joint venture partners.

Cost-Per-Action (CPA) Marketing

Cost-Per-Action (CPA) Marketing

One marketing strategy that can be either very succesful of very scary is CPA marketing. You can either make a lot or lose a lot.

Online Marketing Secrets - What Belongs to You

Online Marketing Secrets - What Belongs to You

Copycats are plentious. Successful online marketers guard their secrets. Though some of them choose to share them for a price, maybe through coaching or through seminars.

Marketing Plan Example - Ladies First Shoe Store

Marketing Plan Example - Ladies First Shoe Store

In this marketing plan example we see how Ladies First Shoe Store begins by tracking the results of their advertising, starts list building, and plans promotions.

Selling Info Products in the Information Age

Selling Info Products in the Information Age

Selling information is one of the most practical ways to reach the internet lifestyle. The selling process can be automated and the information can be sold over and over.

Selling Resale Rights

Selling Resale Rights

Selling resale right in internet marketing is like being a distributor of information that will then be redistributed by others.

Marketing Plan Example

Marketing Plan Example

Though the internet created the Information Age, the library is still one of the best resources to discover marketing plan examples.

Have a Marketing Mind of Your Own

Have a Marketing Mind of Your Own

There an old adage that says that if you do what successful people do, you will have similar success; however, you should discern first and decide who to imitate.

Split Testing – Go From Pennies to Dollars

Split Testing – Go From Pennies to Dollars

Split testing is a way to see your potential customer's reaction to your website, whether it is an offer, a landing page for lead capture, or a simple headline. You have to test.

Lateral Sales, Up-sells, and One Time Offers

Lateral Sales, Up-sells, and One Time Offers

Selling is all about making offers. The more offers you make, the greater your chances to make a sales, even if the additional offers are made to the same customer, as in upsells.

Internet Success Secrets - Be Attentive to Opportunities That Come Even at a Young Age

Internet Success Secrets - Be Attentive to Opportunities That Come Even at a Young Age

Going to live events is one of the most direct ways of developing relationships. Close personal contact is essential to develop the trust required to work together.

Video Sales Letters

Video Sales Letters

If words sell, then how much more if they are presented in a video format. Your potential customer not only hears your message, but also gets to know a bit about you.

Free Marketing Ideas - Get Them From Your Competitors

Free Marketing Ideas - Get Them From Your Competitors

Studying the competition is one of the best ways to learn to market. Choose the best of the best and find out their secrets, then do what they do.

Your Internet Marketing Toolbox

Your Internet Marketing Toolbox

Just like a craftsman collects tools, so you as an internet marketer will collect yours. From ways to create websites, to ways to edit images.