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This sample marketing plan was written by Joe Dager of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Our sales are tracked in individual product areas and contacts. Sales of each are posted as they happen in our inter-office intranet and are readily accessible by others outside. We will create positive mention of PR especially around customer updates which should increase our testimonial numbers.

8.1 Sales Forecast

We have taken a conservative effort this year in our sales forecast realizing that profit margins may erode and that equipment purchases may reduce. However, with most economic stimulus packages, the road industries are one of the first to receive monies and we are hopeful that it will play a resurgence in our industry. Contractors are being conservative, so if additional jobs are acquired, they will require updates to equipment and more parts supplied to their existing equipment.

We are not looking for a surge in business but we certainly believe if our costs are kept in line that we can maintain and slightly increase sales. Gathering market share at this time may prove difficult as the larger manufacturers have equipment in stock that they will sell at reduced prices.

Sales Forecast

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Sales Forecast
2009 2010 2011
Parts Sales $170,000 $200,000 $180,000
Used Equipment Sales $225,000 $250,000 $250,000
New Equipment Sales $1,825,000 $1,825,000 $2,000,000
Total Sales $2,220,000 $2,275,000 $2,430,000
Direct Cost of Sales 2009 2010 2011
Parts $129,000 $150,000 $130,000
Used Equipment $45,000 $50,000 $50,000
New Equipment $1,650,000 $1,650,000 $1,800,000
Subtotal Direct Cost of Sales $1,824,000 $1,850,000 $1,980,000

8.2 Marketing Expense Budget

Our monthly advertising for parts and used equipment availability is run primarily in three different magazines and one tabloid. It also includes any internet marketing that we do.

Direct mail and e-zines supplement the advertising message but in addition discuss more of our capabilities and industry information.

The event portion of our marketing seems to be the most valuable as we are able to put our technical people in touch with specific clients. We are apprehensive of this strategy at the present time. If contractors cut back on sending individuals to these events, an additional sales person may be needed.

Our marketing budget this year is based on what has worked in the past. We are ready to move forward with additional ideas and methods but feel that the Economic Stimulus will dictate much of what happens in road construction. We are taking a wait-and-see attitude before implementing additional strategies. We are very encouraged by new marketing methods and hope that a few trial runs with service blogging and forums to create user participation will prove worthwhile.

Marketing Expense Budget

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Marketing Expense Budget
2009 2010 2011
Advertising $34,000 $35,000 $35,000
Direct Mail $23,500 $25,000 $25,000
Trade Shows, Associations, Events $32,500 $35,000 $35,000
------------ ------------ ------------
Total Sales and Marketing Expenses $90,000 $95,000 $95,000
Percent of Sales 4.05% 4.18% 3.91%

8.3 Key Marketing Metrics

Our key numbers are somewhat skewed because of the mixture of products we sell, including seasonal purchases of new equipment, and greater number of parts and used equipment purchases during the paving season. A detailed summary of each product group is located outside of the marketing plan. This is just a summary.

Key Marketing Metrics

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Key Marketing Metrics
2009 2010 2011
Revenue $2,220,000 $2,275,000 $2,430,000
Leads 445 450 500
Leads Converted 41.67% 40.00% 40.00%
Avg. Transactions/Customer 4 4 4
Avg. $/Customer $3,800 $4,000 $4,000
Referrals 24 25 25
PR Mentions 12 15 15
Testimonials 12 15 18
Other 0 0 0

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