VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Convenient location
- Highly trained specialists
- Large inventory
- Significant personal attention
- Moderate price point
- Comfortable, customer-focused environment
Promotions Strategy
[Company Name] expects its target market to be individuals working and/or living within a 20-mile radius of its location. [Company Name]’s promotions strategy to reach these individuals includes:
Billboard Advertising
We will drive attention toward [Company Name] by leasing a billboard alongside [route or highway]. Advertising on heavily traveled commute routes is an opportunity to alert large numbers of individuals who are in need of tires to our opening.
Customer Loyalty Programs
[Company Name] will create a winning customer loyalty program to keep its best clients coming back again and again. In addition, we will send periodic, regular emails and text messages to customers. These communications will (a) ensure that customers are satisfied with their purchases and (b) remind customers after a certain period of time has passed that they might want to service or replace their tires. Long-term customers will have the opportunity to participate in the loyalty program, and referrals will be rewarded as well.
Website/SEO
[Company Name] will develop a professional website that displays all the inventory we sell. It will also invest in SEO so that the company’s website will appear at the top of search engine results. [Company Name] will also publish frequent newsletters and blogs to educate our customers on promotions, tire care tips, and new products.
Social Media
[Founder’s Name] will create the company’s social media accounts and invest in ads on all social media platforms. The company will use targeted marketing to appeal to our target demographics.
Pre-Opening Events
Before opening the shop, [Company Name] will organize pre-opening events designed for prospective customers, local merchants, and press contacts. These events will create buzz and awareness for [Company Name] in the area.
Direct Mail
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts, and/or provide other inducements for people to visit the center.
Pricing Strategy
[Company Name]’s pricing will be competitive so customers feel they receive great value when shopping for new tires. Customers can expect to receive personalized attention and honest dealing when shopping for the best tires for their vehicles.
