Marketing your business

The marketing plan can be written and used at various stages in the development of the business. It should be an integral part of the business's start up information. However, it may also be developed (or additional plans may be written) to promote new products or target customer groups.

Writing down a detailed plan may seem a difficult and possibly unnecessary task, but by clarifying your aims and ideas, your business will be steered in the desired direction. As well as this, a marketing plan can reveal some of the potential dangers ahead and ensure that you're prepared to deal with both the threats and opportunities that arise.

By carefully examining aspects of your product, your customers and your sales strategy, you’ll formulate a clearer understanding of what it is you’re trying to achieve. Once the plan has been drawn up it’s important to remember that it’s there to be used. However, don’t stick to it too rigidly; it’s a flexible instrument that should be updated as the need arises. Aim to maintain a balance between keeping the original objectives in mind and adapting the plan to changes in circumstances.

There’s a variety of ways to present a marketing plan. Enlist the help of your business adviser or marketing consultant. There are also some software packages available that can help you with your plan. The framework will be up to you, but the following layout may be useful to begin with:

• Scope or executive summary - summarise where your business is now and where it aims to go with the marketing plan.
• Objectives - realistic objectives should show what the plan is intended to achieve in terms of turnover and profit.
• Market review - these are the key facts and assumptions on which the plan is based. Make sure the plan and reality are consistent. What sort of environment are you working in? Who are your competitors? Segment the market - who are you targeting with this plan?
• Marketing objectives - these need to be clear and quantified, based on current and established trends as well as an analysis of what you plan for business development and how you can improve the current position.
• Marketing strategy - how you are going to achieve your objectives; for example, through improving your product, increasing promotion or a new pricing strategy. This should be clear and realistic, reflecting the practical implications behind your marketing objectives.
• Marketing budget - state the resources that you will delegate to marketing activity, detailing areas of major cost.
• Marketing action plan - what is the action plan for each strategy? For example, the selection of media for your promotional campaign, delegation of resources for product development and market research. By setting yourself clear objectives and activities, results can be monitored more easily.

1. Keep your plan simple and straightforward.
2. A few key points are more useful than a complex strategy that may not come to fruition. It also helps if the message for your customers is clear and simple.
3. Training in marketing skills will be useful. Courses often use case studies that give you practise in devising a marketing plan.
4. Don't neglect the plan once it has been written - make use of it.

There are a number of costs to take into account when budgeting for an exhibition including:

• Floor space hire (costs are usually based per square metre). Entrance and corner pitches are normally the most expensive.
• Stand design and construction
• Stand accessories - display racks, flowers and plants.
• Furniture such as chairs and a table can either be hired or be bought and used again. Lockable cabinets, shelving and lighting can be hired from the event organisers.
• Insurance. This is required to cover the stand being destroyed, staff belongings going missing or valuable equipment such as computers being stolen.
• Staff accommodation if necessary.
• Couriers may be needed to transport any equipment to the exhibition.
• Transport (if necessary) - car hire or train tickets.
• Promotional material. This may include product and company leaflets and brochures, catalogues, business cards, and giveaways such as pens, stress toys, mouse mats and so on.
• Clothing. You may decide to order company clothing so that all members of staff working on the stand are dressed similarly, incorporating the business's colours and logo.

Exhibitions can be an excellent way of promoting your products and business and making direct contact with customers. There are two types:

• Consumer - lifestyle orientated and predominately attended by the general public.
• Trade - bringing businesses together from one area of interest such as IT or accountancy.

Contact the exhibition organisers to get a breakdown of the type and number of visitors expected at the exhibition to make sure they are your target market. You also need to have clear objectives prior to exhibiting to enable you to choose the most appropriate event for your needs and provide a focus for your stand design. 

Objectives can include:

Finding new customers (a key aim is usually to identify sales leads that can be followed up after the exhibition).

• Making industry contacts and leads.
• Obtaining press coverage.
• Launching a new product or service.
• Launching a new business image.

Exhibitions can be expensive so it is important to weigh up the potential benefits against the cost and time involved in preparing and attending an exhibition.

• Set clear objectives for exhibiting.
• Decide which exhibition opportunity will be the best to help achieve your objectives.
• Produce a draft stand design.
• Provide the stand designer with a brief.
• Approve the final stand design.
• Book hotel accommodation and make travel arrangements for staff and equipment well in advance.
• Erect and check the stand before the exhibition opens.
• Plan publicity for your stand.
• Prepare press release and event guide entries.
• Prepare company and product brochures, business cards and flyers.
• Select and order company clothing.
• Book insurance cover.
• Order or buy stand furniture and accessories.
• Organise staff passes and badges.
• Arrange telephone and plug-in points for any audio-visual equipment.
• Know the route. Plan the travel route to the exhibition for both drivers and staff using public transport. Provide maps and directions to help them get there safely.

1. Keep the stand design simple, but still get yourself noticed.
2. Make the stand inviting to visitors. Don't create barriers such as raised platforms as this can intimidate people.
3. Promote, Promote, Promote. Make the most of the PR opportunities that the exhibition will bring. Get your business name into the show catalogue. Write a press release. Send complimentary show tickets to existing customers to let them know you will be exhibiting
4. The Exhibitors Manual is your Bible. You should receive this from the show organisers once you have booked your stand. It will provide you with all the information you need, from contractors information to recommended suppliers, build up and breakdown times, floor plans, and job lists.
5. Arrive early. This will enable you to set up your stand and check everything is in good working order.
6. Communicate with your staff. Keep all staff fully briefed and motivated from day one, so they know exactly what the objectives are and what their role will be.
7. Communicate with visitors. Don't forget to think about how you will respond to different enquiries. You may encounter competitors, students, journalists or VIPs on your stand.
8. Always over-budget. Budget 10% more than you think you need to cover the expense of exhibiting.
9. Be in the right frame of mind. Get a good night's sleep beforehand. Leave socialising until the end of the exhibition.
10. Get in touch. Always follow up potential customer leads made at the show.
11. Evaluate the exhibition. Your first exhibition may not be amazingly successful in terms of sales leads, but the experience should be worthwhile. Learn from it.