Pick one of the following businesses and pretend you are starting a new business. Nail Salon Marketing Objectives: Define clear objectives that marketing efforts should directly achieve that include: Metric Deadlines Any context (geography, audience, etc.) Examples: Increase awareness (weak, difficult to track) Generate leads Increase new customers Increase number of repeat customers Increase sales for specific product Increase email subscribers Increase store visits Increase social media followers / comments / shares Increase sales from existing customers Increase market share Increase sessions / unique visitors / page views / duration on site Decrease bounce rate Ideal Customer: First, you need to define the kinds of customers you want to attract. Demographics How would you describe them in terms of: Age, Gender, Family, Income, Occupation, Race Geographic Where do you live / work? Do you buy the product near/at work or home? Interests What do they like to watch/read/listen? Where do they watch/read/listen to it? What other interests do they have? What are their thoughts on this product category? Value Proposition: The following is a simple framework for Problem: What is the problem your customer is trying to solve? Solution: How can your product solve that problem? Benefit: What will happen as a result of using your product? All you marketing efforts should seek to communicate that this value proposition in some way. Tactics: Following are the most common types of marketing vehicles. Brainstorm what tactics make the most sense for your situation and on the first page. Website Purpose: Increase knowledge of products Traditional Advertising (TV, Radio, Newspaper, Magazine, Out-of-Home) Purpose: Increase awareness to a broader audience Online Advertising (SEM, Social Media Advertising) Purpose: Drive traffic to website Email Marketing Purpose: Develop an ongoing relationship Social Media Purpose: Develop an ongoing relationship Collateral Increase knowledge of products Events Purpose: Engage with customers; Positioning Sponsorships Purpose: Positioning Roadmap: Finally, use the chart on the 2nd page to outline all your tactics over the year. Budget: How much can you allocate for each tactic / month? Timing: When are you going to run each tactic? Metrics: What are you going to track to see if your marketing is working?