My marketing plan needs a makeover - where do I start?
I'm an English major, an idea person and right brain thinker. I thought I wrote a "good" plan, but realize that even though it initially worked, it isn't working now. I've upgraded my label from a primitive version, changed the packaging, and made the products consistent in branding and logo design. My products are an all natural line of gluten free fruit fillings, sauces, and a bisque that are versatile in both cooking and baking recipes. I'm stuck. I tested these products when they first came out last fall, and received over 1,000 comments. I made some adjustments and it continued to sell, then dropped off significantly in the spring of this year. The website is www.juliesfinefoods.com.
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Sep 1, 2014
Hi Julie,
This may be a basic suggestion, but have you turned to the resources at https://www.score.org/? Or talked to a mentor at your local SCORE office? I'm another of those English major/right brain thinker types, and I've found them to be incredibly helpful! Online communities are great, but sometimes you can't beat a one on one conversation with an expert (free!) in order to get the ideas flowing.
Aug 29, 2014
Having an online business can be quite fun yet tough. Why? Of course, competition in online business world is far different that the usual ones we had before. Yes, it can be easier to reach your customers but keeping them engage with your business or catching the attention of other potential and possible customers isn't a game you can simply play carelessly. In this situation comes the need of unique ideas such as compelling and stylishly fun videos like animated ones to get them interested and keep on checking your business which then leads to further understanding what your business is and how great the offers and services you can provide - which is of course, only the best for them .
Aug 29, 2014
In Product life cycle two stages are very important 1st intrducation 2- in maturity stage in both stage excellent mk plan needed ,what i feel though you make good plan but you miss some thing and that some thing play vital role and your plan fail if you send me your written plan i will ndicate the problem
Aug 29, 2014
Julie ... What you are experiencing is part of the problem with open loop systems. You need to close the loop. We utilize a 6-step process — Discover, Define, Create, Test, Broadcast & Measure — for engineering our client's success.
I believe you need to go back to the beginning and research, research, research, research.
Research the marketplace. Dig deep to understand the dynamics of the food industry specifically the gluten-free segment. What's the size of the market? Who are the leaders? How are they selling their products? Where are they selling them? What are their processes? You must have competitors do a thorough competitive analysis. What's their structure? What's their business model? How do they price their products? How do they get their products to the consumer? Conduct a gap analysis. Go to the grocery stores and look at the packaging of your gluten-free brethren.
Research the consumer. What are their needs and wants? What are their likes/dislikes? What triggers their purchasing decisions: rationally, emotionally and physically? Define who your target audience is: demographically, psychographically, behaviorally, etc. Where do they go to get their decision-making information? What type of information are they looking for? Have you ever conducted focus groups to get insight on your product, taste, and packaging?
Research the distribution channels and get their insight. Who are the existing distribution channels? What lines do they carry? What are their criteria for handling a line? What are the potential distribution channels? Is ecommerce a viable alternative? What are the issues and concerns of each potential distribution channel? What are the distribution channels emotional, rational and physical buying triggers?
Research yourself and your company. You're going to have to really dig deep here, look in the mirror and ask yourself some very hard questions. Am I cut out for this? Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis: individually and company wise. Conduct a PESTLE (political, economic, social, technological, legal and environmental) analysis. What's your mission, vision, goals?What makes my company and product unique? If you have employees, gauge their attitudes. Do you have the right employees to fit your company's needs and philosophies? What are your processes, practices and policies? Do they fit the needs of my target audiences? What are my costs: fixed and variable? Segment product purchases by geography, demographic, product. What's selling? What's not? Do you have the right product mix? Conduct a gap analysis.
Once you do the above then you can really define your blueprint for success, create your products, marketing and other key infrastructure, test them, broadcast/sell and then constantly measure and readjust.
Maybe it is time to hire outside counsel to help you be successful.
Aug 28, 2014
4.Position your message/brand/product in front of those most apt to be interested/to buy. Develop a keyword commonality list- WHO ARE YOUR CUSTOMERS? How are they identified? Are they 'Moms' (yes), Moms who follow healthy lifestyle/living (yes), Moms who blog (yes)...are you 'pitching' your product to your target via blogs (Celiac and Gluten Free blogs-theres tons of them)...
Lastly- FOCUS on marketing DIRECTLY...with content..give fans a reason to follow, talk about you and then they'll buy....hope this helps..g
Aug 28, 2014
Invest in some coaching. Find someone who can help you look at the heart and soul of your business, and help you make sure that every action you take for your business is in alignment with, and a manifestation of that heart and soul.
Wishing you love and blessings...
Sue
Aug 28, 2014
Hi
First time I've commented on mosaic hub so I hope it's useful. There are so many places you could start it would be impossible to be thorough here. However, I'll give you 2 sources to get you started
1 Read Persuasion Engineering by Dr Richard Bandler and John La Valle. Any NLPers out there will know what this is. Cost new is about £25 off Amazon. ISBN 0916990362
2. Go and have a look at any of the marketing ideas from Joe Polish and Dan Kennedy. First place I'd go to, to revamp my marketing strategy. (Also look for Piranha Marketing)
Good luck and let us all know how you get on
Aug 28, 2014
Hi Julie,
Based on what you've presented here, your focus has been primarily internally driven. I'd say that's 50 percent of it.
For your marketing plan to be effective, here's the other 50 percent:
Who's your audience? What media/social media outlets are they using that you can use to get their attention? Who's your competition -- your space is MUCH more competitive now. What are they doing to gain market share? How much market share do you have vs. what you think it should be? Are your products fulfilling your customers' needs in a special way, or can they find similar products easier or at less of a cost?
How's this for starters? -:)
Aug 28, 2014
Hi Julie,
Wow, what a loaded question. This is a problem that plagues many small businesses. There's such an excitement to get to market that you don't really focus on fully understanding your target customer.
It sounds as if you made a lot of the right moves initially — testing the product, adjusting the product based on feedback, etc. But did you do the same with your branding and other marketing efforts? I can only assume that by your decline in sales that the answer is no.
My first suggestion to you would be take what you've learned and try to better understand your ideal customer. This alone will help you get started in the right direction.
You also mentioned that your branding was consistent, but after reviewing your website, I can't help but notice that your website doesn't aline with what you've done on your packaging.
I'm a branding designer and believe wholeheartedly that your marketing success begins with developing a strong brand. That doesn't mean simply creating a pretty logo or functioning website. There's a lot to this branding and marketing stuff and it's tough to learn on your own, especially when it isn't your day-to-day business.
I just happen to be located just up the road from you, in Greensboro, and would be happy to talk to you about your branding and marketing needs, in further detail. Feel free to contact me any weekday from 9-5. You can find my phone number here: https://plus.google.com/+BlakeDesignSolutions/about.
P.S. Noting that you're an English major, please ignore my grammar.
Aug 28, 2014
Hello Julie , Let me start by saying that your website is very weak , I was looking at it , yes It is not reflecting the shape of your products , there is a different between picturing products & showing the real shape of it , Regarding your marketing plan ,I thin you have to schedule marketing taste for certain period of time according to your targeted market on different dates for publication your products ,Let the people know the taste & the price , You can send emails to different sectors too . You have have widen your market , work hard for certain period then you can gain the results after sometime .