Once you have agreed on your marketing strategy you will need to work out the best tactics to achieve each of your sales and marketing objectives.

To do this you will need to create a specific tactical plan for each objective, for each target audience segment.

Here’s an example:

"100 more warm leads in April"

The objective: to bring 100 more warm leads into the business in April

Budget: £3,000

Responsibilities: each sales team will manage 25 clients.  David will implement and oversee the whole project

Timing: calls to be completed by Feb 3rd.  Meetings and lunches by end of February

The target audience: 50 of our best clients

The strategy: Too develop a referral marketing strategy that encourages these long standing clients to give us three names of people to contact, with their full recommendation

The tactical plan:

Telephone each client and ask them what they need. The focus of the call should be on getting feedback on how we’re doing and what we could be doing better

Try to arrange a meeting, or better still a lunch. Come away with:

1. how we can improve our service to this individual client, and so better maintain their loyalty to the business
2. ideas on how we could expand the range of products and services that we offer
3. an agreement on how we might act as a referral source for their business
4. the details of three of their friends or associates that we can contact for new business, with their full endorsement.

   Please complete the attached form for each of the three contacts, for each client

Following up actions

• Send each of the 50 existing clients an email summing up how we will action their recommendations.  Also agree how we might act as a source of referrals for their business
• Include a draft email for them to send to their three contacts (ask if we can be BCC’d on the email so we know what has been sent out, to whom, and when)
• We would then write to each of their contacts, with a further email follow up.

  Each letter and email will need to be specific to the needs of each potential new client.  This insight should come from the existing client contact.

  We would then call the three contacts, but only if the client thinks that this would be well received

• Invite each of the 150 names to an event (details to be agreed) where we could actively network with them and build a positive relationship

Analysis

After the event we must

1. analyse the degree of success of each element of the plan
2. agree what we can learn for next time
3. if successful, schedule the same activity for next year