Plano de marketing modelo

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  • Publicado : 3 de abril de 2013
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Objectives
The key objective of this report is to provide strategic direction for the design and development of a new Website for Sample Client (Sample Client). This will lead to the launch of a new Website that will adequately market the company and provide leads that will convert into sales. This report provides the starting point for the launch of the new Website and the ongoing Web marketingefforts to drive results for Sample Client. The Website will also be used to strengthen relationships with current customers to drive improved sales results for Sample Client. Sample Client is a hydronic sales and consulting company dealing with anything to heat or move water in commercial, residential and government buildings. The organizationʼs background is in mechanical engineering and theirkey benefits to customers are consulting services and a team approach. They function as a manufacturerʼs rep in select regions of Western U.S. Other goals and objectives of this report and the new Sample Client Website include: • • • • • • • • • • • • Sales lead generation from new qualified prospects. Excellent content focused on benefits. A clean and professional Website appropriate to user needs.A leading edge look and feel for the marketplace. Methods to drive Web leads from younger engineers. The ability to see completed projects on the site to build credibility and trust. A form for inquiries to purchase products (non-eCommerce). Technical data and information to support the user. Instruction on how to get parts and service. A review of renewable energy, wind and solar and other greeninitiatives. A transition from paper catalogs to Web based content. Ongoing monthly marketing of the Website to drive results.

The customer of Sample Client wants to see the value from working with a distributor and not going direct to the manufacturer. The Website has to communicate this clearly with photography and content that drives conversions and a contact with Sample Client. The strengthof the company comes not so much from the products offered (similar products can be purchased from competitors), but from service, consulting efforts and working as a team. This key strength and approach will be driven home to Website users in the siteʼs content.

Intuitive Websites, LLC • 1720 Jet Stream Dr. Suite 209 • Colorado Springs, CO 80921 • 719-481-4040 www.IntuitiveWebsites.com The Websiteʻs content should focus on the firmʼs strengths that include the following: • • • • • The ability to design with mechanical contractors and work as a team. Sample Clientʼs expertise and experience as a key differentiator. Consulting expertise and service to get the right product installed. Leading products not offered anywhere else. Team approach and wide skill and knowledge base.Sample Client has an exclusive for the region, but wants to grow and the new Website should be a key component to that growth. The Sample Client Process as a Competitive Advantage • • • • • Sample Client provides recommendations and works as a team with their client to determine the budget, what are they trying to achieve and bring a plan together to make this happen in an efficient and cost effectivemanner. The customer sends drawings to Sample Client to review. Sample Client makes suggestions for those drawings. The drawings go to mechanical contractors to install the product. Sample Client sells directly to the mechanical contractor. 

This process should be highlighted on the Website in the process section or in case studies. It can also be in a company blog. It is the content on theWebsite that will explain the firmʼs competitive advantage. Where does Sample Client need to improve? The new Website is an important part of Sample Clientʼs improved marketing strategies. Web marketing and driving Web leads is an important part of this improved marketing strategy for the company. The new Website should include content on green initiatives and appeal to younger engineers. Barriers to...
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