A marketing plan is vital to achieving your financial objectives. Say for example you want to increase your sales by 10%, how are you actually going to achieve this? By increasing the number of units sold, market share, new programs or services, or maybe by improving customer awareness?

You need to devise a plan to achieve your goals, based on your marketing objectives. Let’s start with your marketing strategies.

Marketing Strategies

There are a broad range of strategies that you can use to achieve your objectives. They include:

• Defining your target market
• Product positioning
• Pricing
• Promotion
• Distribution

Your target market needs to be defined so that you can tailor your message to the right market, otherwise your marketing will be a waste of time. You need to be crystal clear on WHO you want to target. A target market of “anyone who wants to pay me” will make your marketing results dismal, because it is too vague.

One of the best ways I have seen to really hone in on your target market is to analyse your demographics and psychographics and come up with an ‘avatar’, like a real person. Her name might be ‘Jane’, she’s over 35, married with two kids, running a business, time poor and constantly worried about how to manage her cashflow. When you’re crafting your marketing message, keep Jane in mind and anticipate what problems of hers you can solve.

From this perspective, you should be able to develop your Unique Selling Proposition (USP). Why would Jane hire you instead of someone else in your field? What makes you unique? You must convey the benefits derived from your product or service, because people buy based on ‘wants’ not ‘needs’.

Put yourself in Jane’s shoes when tailoring your marketing message. What kind of ‘pain’ would she be feeling on a daily basis? How can you fix that pain with your product or service? Craft your marketing message by targeting the kind of emotions she would be experiencing.

In terms of product position, what are the features, names and packaging of your products? Are there any services involved? Do you provide guarantees?

What price will the market bear for your product/service? Make sure that your mark-ups cover all costs and leave you with a healthy profit margin. What about wholesale pricing? Will you give discounts for bulk purchases? How about credit costs?

How will you promote your products/services? How will you create customer awareness and promote the benefits of your products/services? Will you use advertising, sales promotions, direct mail or public relations (in the next section I go into more detail about the various marketing tools available).

What are your distribution methods for your products/services? Who are the distributors and/or retailers? Where are the physical stores? Are there fulfilment houses for online stores? What transportation methods are used and is any warehousing necessary?

Marketing Tools

Once you have determined your approach, it’s time to choose the marketing tools you will use to assist you in achieving your marketing and financial objectives.

All tools have monetary and/or time costs associated with them. Some will give you more ‘bang’ for your buck or leverage your time more efficiently.

Some tools include:

• Advertising
• Awards
• Direct mail
• Exhibitions
• Internet Marketing
• Media relations / publicity
• Newsletters
• Articles
• Seminars
• Sponsorships
• Cold calling
• Joint ventures
• Blogging
• Social media

The trick to implementing tools is to concentrate on a few and give them your full attention. Pick the tools that resonate with you. For example, if you prefer talking to writing, create videos to convey your marketing message on your website. Use the tools you feel comfortable with, and you’ll be more likely to stick to your marketing schedule.

Marketing Calendar

The final step to your marketing plan is mapping out all your marketing tasks on a calendar. By mapping everything out on a large wall calendar, you’ll be able to see at a glance exactly what marketing task you should be working on. You can slot in specific promotions and work backwards to determine when each task is required in order to stay on track.

Have you linked your financial plan to your marketing plan? If your goal is a 10% increase in sales, you can sit back and hope that it just happens out of the blue, OR you can align your financial plan to your marketing plan and take specific actions to achieve your goal. Sure, some growth happens organically, but wouldn’t you rather have a plan in place to know exactly what you should be doing everyday to grow your business?

My best tip is to take action and loads of it! You’d be amazed at what you can achieve when you focus on your marketing every day! So, what marketing task will you work on today?

Put your best foot forward for the office, then turn some heads later at the bar. Mix and match smart skirts with blazers, your favourite scarf, bag or heels – and off you go!
Our friends at Stylehunter.com.au show you how to get the look, and there’s lots more to choose from in their eBoutique.

1. Pop your office outfit with this Forcast cropped jacket, $69.95 from Coco Pink 2. Beat the basic black trench with this floral print Sunnygirl Jacquard Trench, $79 from Freez 3. The scarf is this seasons must have accessory. Snakeskin printed scarf, $26 from pinkcandy 4. Corporate chic… this is it! Sunnygirl jacket, $49 from Freez 5. Take this bag from day to night. Ooh La Lili bag, $34.95 from Coco Pink 6. Store this one in the top drawer to add some fun to any outfit. Swirl bangle, $24 from pinkcandy 7. Make heads turn in this bow tie high waisted Ladakh skirt, $59 from Freez 8. The only spots in the office that everyone will want. Ladakh blouse, $59.95 from Coco Pink 9. Keep that long lunch hidden, with this black suede belt, $19 from pinkcandy 10. This is a nice alternative to the usual blazer. MinkPink jacket, $79.90 from About A Girl 11. An easy option for days when you’re running late. ForeverEbony dress, $25 from I Want A Bargain 12. Heading out for Friday night drinks? This is a must! Ruffle dress, $75 from Frock Lobster 13. Corporate can be comfortable, if you add a little sparkle. Mimmi ballet flats, $49.95 from Coco Pink 14. Been a long day? This will make you feel better! Leila leather cuff, $77 from MarLey Rose 15. These are any working girls’ afternoon delight. Boston Babe stud heels, $84.95 from Coco Pink

The term “It-girl” looks set to adopt a new meaning as geek chic carves a space for itself on fashion catwalks. HP’s new Butterfly Lovers “digital clutch” is a must-have for IT-girls (information technology-fluent fashionistas).

This feather-light, tech couture accessory [pictured right] made its runway debut at New York Fashion Week as part of Vivienne Tam’s Spring 2010 collection.

It’s the second time the Chinese-born designer has loaned her signature East-meets-West style to HP’s Mini laptop range. Her first designer digital clutch was unveiled in 2008.

With a 10.1″ display, 320GB HD storage, 2Gig memory and up to 11 hours battery life – the sleek HP Mini 210 Web-connects in seconds. It’s so tech-fabulous, it even makes an appearance in Sex and the City 2 [premiering in Australia June 3].

Event Date: 20-21st May, 2010
Location: VIC – The Como Melbourne, 630 Chapel Street South Yarra
Description: This premier workshop is designed for those seeking professional skills in Process Management, Process Improvement, Process Alignment and Innovation. Learn what companies like Virgin, Citigroup, Disney and Apple already know. Participants will become level 1 and 2 certified.
Cost: AUD $1759.00
Start Time: 8:30am
End Time: 5:30pm
Presented by: iCMG Enterprise Architecture Firm
Link out: click here

Business Process Management (BPM) allows an enterprise to grow; enabling them to do ‘more with less’ via well managed system processes. Join Steve Towers – who invented the phrase Business Process Management in 1993 – for the most practical and advanced BPM Program in the world.

Participants will be certified as CPP Level 1 & 2 (Certified Process Practitioner & Professional), and be granted complimentary access to the advanced BPM Toolkit.

What you will learn:

• How to uncover significant opportunities for improving processes permanently.
• How shifting the focus to ‘outside-in’ can transform complex processes.
• How processes can be harnessed for strategic long term advantage.
• The means to redefine ANY process through the use of a proven, pragmatic method.
• How Performance Management can be linked to process to achieve successful outcomes.

Steve Tower’s 2-day BPM Workshop is also being held in Brisbane on the 24-25th May. Follow the link out for more information and to register for attendance online.

Business name: Kasarn Designs
The lady in charge: Margo Humphries
Business location: Warners Bay, NSW
Launch date: December 2009
Website: www.kasarndesigns.com
Twitter: follow @kasarndesigns
Facebook: become a fan

How would you sell your business concept to an investor, in 50 words or less?
When you walk into office blocks, people’s homes or other commercial premises what do they have in common? They all have walls! People will always be purchasing wall art so why not choose real art that is unique, affordable, available globally and on-demand.

What drove you to go it alone?
I looked at my situation and imagined where I would be 10 years from now. I realised I had to take a proactive approach to achieve a greater level of success.
I was lucky I had my art to start something up. Also having had a baby recently helped kick-start things as I was thinking about her future.

In terms of business development, or promotion, what have you invested time or money in that you could have done without?
I could have saved time if I’d known about www.homestead.com when I was setting up my website and domain. It has met all of my requirements, the fees are next-to-nothing, and it’s very simple to use. What I’d had previously was free but I couldn’t have meta tags or google analytics.

What are you enjoying most about business ownership?
I’m really motivated by taking stock of all the small tasks which make up my journey – and seeing how each one is getting me closer to the ultimate goal. It’s cool to stop and appreciate what you’ve achieved from time to time, and pat yourself on the back!
Working for yourself and working on what you love is fantastic, and when you love what you do success is more likely to arrive.

What have you found is the most valuable, free, marketing tool that has worked for your business?
There are so many online opportunities, so many free directories that you can add your business to! My favourite social media marketing tools are Twitter and Facebook because they’re very viral. Also, for my line of work, there are many artist websites you can upload your work on.

What would you change, or introduce to your business, soon as financially able?
I’d like to get a selection of example prints made up for display at market stalls, for extra exposure. And I’d like to enter Art Sydney one year soon. On top of the entry fee, my originals need to be framed for hanging so it’s a costly exercise all round.
There are also some artist websites where I’d like to upgrade from a free membership so there are no account restrictions on what I can upload and sell. And finally, I’m keen to do a direct marketing mail out using postcard prints of my artwork. If I can make one of these things happen this year, that would be great!

Ask Margo a question!

If her story resonates with you, or you’d like to know how she deals with any particular thing – leave your thoughts in the comments box…

Like to see your business promoted here? To be eligible for a success In The Making feature:

• You must be an Australian-based, female business owner (or part owner).
• Your business must still be in its first two years of trade.
• You also need to be a registered SNOBS’ Member.

UK fashion catwalks are awash with pretty pastels for their 2010 Spring/Summer collections. That means soft hues of blue, lovely lilac, spearmint, yellow and powdery pink will soon be hitting our shores.

So why not get in early? Bridge the gap between Winter and Summer with these playful pastel looks from our friends at Stylehunter.com.au

1. Mix it up with this Melinda Young Stackable bubble rings, $165 from Oye Modern
2. Be playful in this Cashmere Pocket Stud Tee, $20 from I Want A Bargain
3. Keep it fresh with this cute mint ForeverEbony Crotchet Trim Top, $12 from I Want A Bargain
4. Lighten up dreary winter days with a Junk biker jacket, $79 from Freez
5. Beat the chill with a Condura round knit hat, $11.95 from Hula Hut
6. For the glamorous player – Elegant Pearl Cocktail Ring, $59 from Pink Candy
7. The perfect pastel purse! Luxe Accessories Wallet, $85 from Handbag Fetish
8. Break the black down with some MinkPink Jeans, $69 from Freez
9. This beautiful blue will go with any colour of the rainbow. Cashmere Ruffle Top, $20 from I Want A Bargain
10. What a fabulous pastel paint job! MinkPink tank dress, $59 from Freez
11. Highlight that waist of yours with this Knotted Waist Belt, $16 from Pink Candy
12. This gorgeous Treesje Turner Handbag will fast forward any outfit, $629 from Found
13. Add some pastel power to your look with this Handbag Luxe Accessories, $240 from Handbag Fetish
14. Be pretty in pink with these Bloch Ballerina Ballet Flats, $100 from European Wardrobe

Event Date: Tuesday 25th May, 2010
Location: NSW – Macquarie Bank Building: Level 3 Auditorium, 1 Martin Place, Sydney
Description: An aptly titled seminar that will teach women how to identify the keys to wealth creation, and guide them toward financial independence. With guest speaker, Linda Coates, Financial Empowerment Coach.
Cost: $49 for one ticket, $75 for two
Start Time: 6pm
End Time: 9pm
Presented by: Omniwealth
Link out: click here

This seminar will provide women with the information they need to start their own financial plan, for themselves and for their families – empowering them to be independent and financially savvy!

A Man Is Not A Financial Plan is presented by financial advisory group, Omniwealth. With Linda Coates – Financial Empowerment Coach – as the evening’s speaker. Linda is passionate about encouraging others, particularly women, to take a proactive approach to maintaining their wellbeing: financially, physically, mentally and spiritually.

“Most women aged 24-40 do not have any kind of financial wellbeing roadmap,” says Linda. “Yet more than 75% will spend a decade or longer, during their life, living by themselves. So it’s imperative women equip themselves with the knowledge and understanding of what they need to do to look after their own finances.”

Omniwealth presents this event as a proud supporter of Dress for Success, with $10 from each ticket sold being donated to the cause.

Dress for Success is a non profit organisation established to promote the economic independence of disadvantaged women, by providing professional attire, a network of support, and the career development tools to help women thrive in work and life.

BOOKINGS: Visit www.omniwealth.com.au/seminar or call (02) 9112 4300.

It’s a clever and cost-effective idea, to use your car as a moving billboard for business. But if you’re not pumped about getting stuck with the ‘promo-van’ look 24/7, these PIDPLATES (personal identification plates) are a classy alternative.

The 3D Chrome letters (or symbols) are made from the same material used for high-end vehicle badges, so they’ll withstand any weather-wear. A standard badge gives you up to 25 characters to work with; make it your business name, URL, maybe the company slogan?

A standard badge is AUD$139. Just place the order online and your self-adhesive PIDPLATE will arrive in 4-7 working days! Visit www.pidplates.com.au

Leah Gibbs | Lifestyle Careers
“Each morning I try to get all of my little household chores out of the way first.” Read more…

‘Tell Us How You…’ is one of the new features linked to SNOBS’ Membership, launching soon. Find out more here.

Melissa Priest | Stylehunter.com.au
“One of the biggest time wasters is email. To save yourself time, manage your email effectively and efficiently.” Read more…

‘Tell Us How You…’ is one of the new features linked to SNOBS’ Membership, launching soon. Find out more here.