| Make a profit and have fun at the same time by starting your own
button business. All you need is a computer and a printer
for designing button graphics, a button assembly machine,
and a little marketing skill. Use this simplified marketing
plan as a worksheet to get you started. |
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Target Market
Who are my primary and secondary customers? |
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Churches
Community organizations
Corporations
Fan clubs
Group fund-raisers
Hospitals
Libraries
Musical Groups |
Photographers
Political parties
Printers
Restaurants
Retail stores
Schools and universities
Souvenir shops
Sports teams |
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Location
Where will my business be located?
What geographic range will I serve?
Advantages and disadvantages of my location. |
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Competition
Research promotional product companies, trophy producers, printing
companies, photography studios/labs, etc. in your area. |
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Strengths & Weaknesses
Compared to my competition what are my strenths and weaknesses? |
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Unique Selling Proposition
What will set me apart from my competition?
Examples: creative designs, fast turnaround, low prices, high quality
buttons, friendly service. |
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Marketing Objectives
What are my marketing objectives?
Examples: launch my business, increase my client base, earn a profit
after expenses, increase repeat customers, increase my staff, generate
qualified leads, distinguish myself from my competition. |
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Marketing Budget
How much money will I allocate for marketing activities? |
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Advertising
What forms of media will I use to effectively advertise my products
and services? |
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Billboards
Direct mail
Flea markets or fairs
Internet
Magazines
Newspapers |
Personal contacts
Radio
Television
Trade associations
Yellow pages
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Product & Service
Pricing
Are my prices in line with my image?
Do my prices cover costs and leave a profit margin?
How do my prices compare to the competition? |
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Evaluation
After 6-12 months have passed ask yourself the following questions
and set new marketing goals.
Did my marketing/promotional materials bring in expected customers?
Did my marketing plan educate my customers about all my products/services?
Did displays complement my overall marketing program and meet my
objectives?
How did my marketing efforts rate against my competition's?
Did my business monitor the program to learn what clients were saying
about our products/services?
What kind of customer feedback/comments did I receive? |
