Friday, January 14, 2011

A new year, your new marketing plan

Posted on Friday, January 14, 2011 by International Coach Federation

Here we are, January 14 and nearly two weeks into the New Year…now is the ideal time to locate and dust off last year’s marketing plan. Take some time today to freshen it up with new ideas and goals to reflect where you’re headed in 2011.

Don’t have a marketing plan currently in place? No problem! It is never too late to get your business organized. (Click here for the resources to help you put your marketing plan together from scratch.)

While we cannot hand you aspiration or carve out your individualized action items for the year, we can provide you with some data and metrics you can use to get your marketing plan down in writing.

As with any good marketing plan, you need to include a section on customer analysis. Or, in other words, you need to determine your target consumers and what it is that they want in a coach. The key question you need to answer here is “why does this group of people want coaching?”

And that’s where our data comes in: findings from the 2010 Global Consumer Awareness Study show us that more than two-fifths (or 42.6 percent) of respondents who had experienced coaching chose “optimize individual and/or team performance” as their top motivation for being coached. This piece of information can easily be included as part of your customer analysis. And that is only one finding from last year’s study! You can be sure that there is plenty more where that came from.

To make this data finding process a little easier (and more personalized to your corner of the world), we have recently released data tables by country. Each report outlines various findings from the awareness study—findings you can easily incorporate into your own marketing plan. Access your country’s data table here.

Need help with other aspects of your marketing plan? Download our Marketing Plan Basics document here. This document includes a basic outline and step-by-step instructions in creating your own marketing plan.

How do you flush out your marketing plan? Have you conducted your own market research? What are some new additions to your 2011 marketing plan?

No Response to "A new year, your new marketing plan"

Leave A Reply

Note: Only a member of this blog may post a comment.