Book description
The Highly Effective Marketing Plan
A proven, practical, planning process for companies of all sizes
"HEMP will stimulate you to look at marketing challenges with enhanced clarity, and significantly increase your chances of delivering demonstrable value. Plus, it's a really entertaining read!"
Andy Hurst, Sales & Marketing Director, Taylor Woodrow Developments Limited
"The Highly Effective Marketing Plan is invaluable in the development and implementation of tactical marketing and communications activity."
Rachel Clayton-Hepburn, Head of Marketing, First Choice Holidays & Flights
Want to dramatically improve your chances of selling more of your products or services? Discover the step-by-step, proven programme that allows you to create a highly effective marketing plan that works - in just one hour!
You've got a product or service that you want to sell more of. A lot more. And you want to use your money wisely and to the best effect. You need a Highly Effective Marketing Plan.
Whether you are a start-up with a tiny budget or a multinational corporation, whether you're an entrepreneur or a marketing manager, this no-nonsense highly practical guide will take you stage by stage through the process that will tackle your problems and highlight your opportunities. And it's tried, tested and proven. A Highly Effective Marketing Plan is a process that will massively improve your chances of profitably selling more of your products and services. And it will stop you wasting money on marketing initiatives that should never see the light of day.
Simple, straightforward but extremely potent, the Highly Effective Marketing Plan really works. Let it work wonders for you.
Table of contents
- Copyright
- Books to make you better
- Acknowledgements
- About this book – how to get what you want from it
- What is HEMP?
- Setting the scene – Why do you need a HEMP?
-
The chapters in brief
- HEMP STEP 1 – A desired result
- HEMP STEP 2 – What’s it worth?
- HEMP STEP 3 – What are the consequences?
- HEMP STEP 4 – Targets
- HEMP STEP 5 – What do they currently think and do?
- HEMP STEP 6 – What do you want them to think and do?
- HEMP STEP 7 – What’s the story?
- HEMP STEP 8 – Your one big thing (AKA the ten-second sell)
- HEMP STEP 9 – What’s the benefit of that?
- HEMP STEP 10 – Know yourself
- HEMP STEP 11 – How will you talk to your targets?
- HEMP STEP 12 – How much?
- HEMP STEP 13 – Other resources
- HEMP STEP 14 – Measure it
- HEMP STEP 15 – What next?
- Making your HEMP come alive
- HEMP lessons
- 1. A Desired Result
- 2. What’s it Worth?
- 3. What are the Consequences?
- 4. Targets
- 5. What do They Currently Think and do?
- 6. What do you Want Them to Think and do?
- 7. What’s the Story?
- 8. Your One Big Thing (AKA the Ten-Second Sell)
- 9. What’s the Benefit of That?
- 10. Know Yourself
- 11. How Will you Talk to Your Targets?
- 12. How Much?
- 13. Other Resources
- 14. Measure it
- 15. What Next?
- Making your HEMP come alive
- HEMP lessons
- HEMP – final thoughts
- Postscript: how is Redcup doing?
Product information
- Title: The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes
- Author(s):
- Release date: October 2008
- Publisher(s): Pearson
- ISBN: 9780131370456
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