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• The Highly Effective Marketing Plan HEMP by Peter Knight

• 
  Georges Lippens

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  The Highly Effective Marketing Plan HEMP by Peter Knight

  This book gave me the real practical way to make a marketing plan.
  A step by step approach.
  The first step is to create a Marketing plan for one result.
  As I am organizing roadshow all year round, I made a HEMP(marketing plan) to organize a July merchandising tour in Italy; an other HEMP to organize an information campaign in the health sector in France in may..
  One plan for each result.
  The second step is to value the desired result.
  What turnover, what profit I will get ?
  The third step is to measure the consequence of doing or not doing.
  One of my plans was to make a roadshow for a sport organization.
  One of the consequence was that I was invited to rent a mobile TV Studio.
  I am now making different marketing plans to rent this mobile TV studio.
  The 4th step is to identify who is your targets what person(s)
  If there is different persons you have to make different branches to your marketing plan.
  In my example of a roadshow for a sport organization, the organizer and the person responsible for the ultime user and need to be approach differently.
  I will come back to the other step later on.
  
  • 18 Dec 2005, 2:13 pm
  Georges Lippens wrote: > This book gave me the real practical way to make a marketing plan. > A step by step approach. > The first step is to create a Marketing plan for one result. > As I am organizing roadshow all year round, I made a HEMP(marketing > plan) to organize a July merchandising tour in Italy; an other HEMP > to organize an information campaign in the health sector in France > in may.. > One plan for each result. > The second step is to value the desired result. > What turnover, what profit I will get ? > The third step is to measure the consequence of doing or not doing. > One of my plans was to make a roadshow for a sport organization. > One of the consequence was that I was invited to rent a mobile TV > Studio. > I am now making different marketing plans to rent this mobile TV > studio. > The 4th step is to identify who is your targets what person(s) > If there is different persons you have to make different branches to > your marketing plan. > In my example of a roadshow for a sport organization, the organizer > and the person responsible for the ultime user and need to be > approach differently. > I will come back to the other step later on.
• 
  Cristina Andersson

  The company name is only visible to registered members.

  Re: The Highly Effective Marketing Plan HEMP by Peter Knight

  Dear Georges!
  
  This was a very important hint for me. One plan for each result.. how genious and I never came to think about it (and I have two exams in marketing...!).
  
  I am in a situation where I have prepared two key contents (or products) and now I need to get them out to the world. Your writing helped me to undestand some basic problems in my thinking.
  
  The consequence of doing or not doing - even in minor details, very important to think about.
  
  It is possible that we have come to the end of traditional marketing -- although many try to hold on to those old systems -- learning a new way would be too tiring.
  
  I believe that we are moving more and more towards the attention economy where the quality of contents must make a match with the quality of the attention and the (buying) customer will be reached through that attention - not directly. Who can play this game right will win.
  
  I can hardly wait for your writing about the next step. Meanwhile I will see if I can find the HEMP from Helsinki.
  
  Cristina
  
  • 18 Dec 2005, 3:06 pm
  Cristina Andersson wrote: > Dear Georges! > > This was a very important hint for me. One plan for each result.. how > genious and I never came to think about it (and I have two exams in > marketing...!). > > I am in a situation where I have prepared two key contents (or > products) and now I need to get them out to the world. Your writing > helped me to undestand some basic problems in my thinking. > > The consequence of doing or not doing - even in minor details, very > important to think about. > > It is possible that we have come to the end of traditional marketing > -- although many try to hold on to those old systems -- learning a > new way would be too tiring. > > I believe that we are moving more and more towards the attention > economy where the quality of contents must make a match with the > quality of the attention and the (buying) customer will be reached > through that attention - not directly. Who can play this game right > will win. > > I can hardly wait for your writing about the next step. Meanwhile I > will see if I can find the HEMP from Helsinki. > > Cristina