📈 Session 5: Marketing Strategies, Objectives, & Tactics

🔍 Overview

In this session, participants will focus on developing a comprehensive marketing plan that synthesizes insights from previous sessions. The goal is to create a strategic roadmap that effectively reaches target customers, communicates the brand’s value proposition, and drives business growth.​

🧠 Learning Objectives

• Integrate Market Research: Utilize findings from market analysis to inform marketing strategies.
• Define Marketing Goals: Establish clear, measurable objectives aligned with business goals.
• Develop Marketing Strategies: Craft strategies that encompass product, price, place, and promotion.
• Plan Marketing Tactics: Outline specific actions, timelines, and budgets for marketing activities.

📝 Pre-Session Assignments

1. Review Previous Sessions: Revisit notes and assignments from Sessions 2–4 to gather relevant information.
2. Draft Marketing Goals: Prepare a list of 2–3 marketing objectives for your business.
3. Analyze Competitors: Update your competitor analysis with any new insights or changes in the market.​

📄 Business Plan Focus

During this session, you’ll complete Section V: Marketing Plan of your business plan, which should include:​

• Target Market Summary: A concise overview of your ideal customer segments.
• Unique Selling Proposition (USP): A clear statement that differentiates your product or service.
• Marketing Mix (4 Ps):
  • Product: Description of your offerings.
  • Price: Pricing strategy and rationale.
  • Place: Distribution channels and locations.
  • Promotion: Promotional tactics and channels.
• Marketing Budget: Projected costs for marketing activities.
• Metrics for Success: Key performance indicators (KPIs) to measure marketing effectiveness.​

📚 Additional Resources

• Marketing Plan Template – SBA
• How to Create a Marketing Plan – HubSpot
• Creating a Marketing Budget
• Measuring Marketing Effectiveness – Forbes
• 5 Ways Entrepreneurs Can Enhance Local Communities
• Five Simple Marketing Strategies For Your Startup (forbes.com)
• How Marketing Mix Can Help Small Businesses Grow (funded.com)

GET INSPIRED BY ANOTHER FOUNDER’S STORY!

In this episode of How I Built This, Blake Mycoskie shares how he built TOMS Shoes into a global brand by weaving social impact directly into the core of his marketing strategy. The “One for One” model wasn’t just a business idea — it became the story that drove massive customer engagement and loyalty. This session highlights how entrepreneurs can build marketing plans that go beyond promotion by aligning mission, message, and market positioning. It’s a powerful example of how values-driven branding can elevate both sales and social impact.

LISTEN NOW!