Fulcrum Marketing is a creative promotions marketing agency with over 10 years’ combined experience in the FMCG, Insurance, Automotive, Banking, Telecoms, White Goods and Retail sectors.
We create innovative marketing strategies using free-to-consumer rewards that engage and excite – whether that’s tactical promotional activity to boost acquisition or retention or long-term loyalty and engagement programmes.
We offer the widest range of established promotional offers, together with the skills and experience necessary to produce a bespoke solution to drive sales and offer great ROI, whilst using our own loyalty and reward platforms gives us a competitive edge in terms of both costings and response time.
MARKETING SOLUTIONS THAT LOCK BRANDS & CONSUMERS TOGETHER
Fulcrum Marketing is a creative promotions marketing agency where consumer incentive ideas fill our hearts, minds and souls.
We love thinking, learning and driving innovative campaigns for your brand.
We love a challenge.
MARKETING SOLUTIONS THAT LOCK CONSUMERS & BRANDS TOGETHER
Fulcrum Marketing was founded in 2007 to offer innovative marketing strategies that engage and excite consumers. At FulcrumMarketing we understand it is difficult for brands to get stand-out and engage with consumers on an emotional level.
Our role is to continually develop new, innovative promotional solutions that offer high value incentives at a fraction of retail cost. This is as an alternative to heavily discounting.
We offer Marketing solutions that work!
Because we have the widest range of established promotional offers, along with a skilled and experienced team, which is necessary to produce a best marketing solution to drive sales and offer unrivaled ROI.
About Us
Fulcrum is a dynamic, creative agency that partners with leading consumer brands across a spectrum of industries, supporting both their domestic marketing strategies through a wide variety of creative brand solutions and value-added services.
We specialise in developing and delivering engaging solutions for a whole host of global brands, from creative, branded merchandise with inspiring packaging and POS options to tailored print management services.
Our Values
Our growth and continued success is built on core company values such as quality, value, service, passion and innovation.
Our Ethics
Every factory we use is personally assessed by our staff for quality, working conditions and the ethical treatment of workers.
Supply Chain Management
We project manage your product from concept to completion. Relax in the knowledge that your brand is in safe hands.
Accreditations
We are a responsible organisation that implements good processes with a focus on environmental sustainability.
Our Values
Our core values are what guide us as a company and individuals. These values are at the heart of everything we do:
Quality
Deliver excellent standards consistently.
Value
Ensure exceptional value for our customers.
Service
Provide the highest standard of service to our customers.
Innovation
Remain at the forefront of innovation in both design and manufacturing.
Trust
We are the most trusted supplier. The integrity of your brand is in safe hands.
Passion
We are passionate about what we do and strive to exceed customer expectations.
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Marketing | Brand Activation |
Introducing the Marketing Plan
Introducing the Marketing Plan
The Marketing Plan
A marketing plan details actions necessary to achieve one or more specified objectives essential to selling a product or service.
LEARNING OBJECTIVES
Compare the differences between a marketing, strategic and business plan
KEY TAKEAWAYS
Key Points
- Every marketing plan is written and devised for a specific, well defined target audience, such as employees, stakeholders or collaborators.
- An organization’s marketing planning strategy is derived from, and sometimes drives, the overall business strategy.
- A business plan is broad based and incorporates the functions of various departments within an organization such as IT, finance,operations, human resources and marketing.
Key Terms
- planning: the act of formulating of a course of action, or of drawing up plans
- stakeholders: A person or organization with a legitimate and vested interest in a given situation, action or enterprise such as employees, investors or customers.
- Gatekeepers: Upper management responsible for plan review for rule and regulation compliance.
- strategic planning: A blend of shared vision, accountability, stakeholder involvement, tools, skills, enabled behavior, measures and processes.
Introduction
A marketing plan is a written document that details actions necessary to achieve one or more specified objectives in order to sell a product or service, a brand, a product line, or a corporation as a whole. Marketing plans can range from one to five years in length.
Marketing Plans, Strategic Planning, and Business Plans
People sometimes confuse marketing plans with strategic planning because the two are so tightly intertwined.
There are instances when an organization’s marketing planning process is derived from its overall business strategy. Thus, when top management is devising the firm’s strategic direction or mission, proposed marketing activities are incorporated into the strategy. At other times, a marketing plan is created that drives the company’s strategic planning.
It is important to realize, though, that strategic planning and a marketing plan are two different things.
Probably the easiest way to remember the difference between strategic planning and a marketing plan is to consider their starting points. Strategic planning defines a company’s strategy or direction, and the decision of how to allocate the resources essential to pursuing the strategy. Note that the strategy has not already been determined.
System Pyramid: A system pyramid explains the key leadership attributes for strategic thinking/planning.
A marketing plan implements a goal and plan of action that has been identified and put into writing.
What about the marketing and business plans?
A marketing plan can be part of an overall business plan. A business plan is broad based and incorporates the functions of various departments within an organization, including IT, finance, operations, human resources and marketing. Though outlined in a marketing plan, these departments are not the focus and are mentioned only in terms of how they will help achieve stated marketing goals.
What Makes a Marketing Plan Effective
An effective marketing plan conveys a sound business strategy that is aimed at a large and varied audience. The plan must be:
- Clear – stating exactly what is to be done in unambiguous terms.
- Quantified – predicting the outcome of each activity so that it is as quantified as possible and its performance can be monitored.
- Focused – avoiding and realistically controlling the proliferation of activities, beyond the numbers.
- Realistic – offering achievable goals and objectives.
- Agreed – having the consensus and commitment of the people who are tasked with implementation and their agreement that the plan’s goals are achievable. The plan is a working document that guides the marketing campaign for a designated length of time and throughout the entire organization. By questioning and monitoring all the plan’s exceptions, the organization captures valuable information that can be incorporated into future marketing plans.
- Actionable – clearly defined objectives and an outlined course of action.
- Succinct -clearly expresses goals and the plans needed to achieve them, cutting down on information clutter the readers may already face.
The Key is a Good Plan
Marketing Plan: A marketing plan is created through the collaboration of a diverse group of people.
Many different individuals from different business disciplines contribute to the writing of a marketing plan to insure a consistent style and voice the final version is usually written by only one person. This function can be outsourced or executed by an employee of the business. The team consists of the following:
- A person in charge of the marketing effort – a product manager, brand manager, or a product-line manager.
- Members of the management – from various departments within the organization such as IT, marketing, purchasing, the sales force, or operations.
- “Influencers” – taste makers not employed by the organization, who, through their preferences and recommendations, influence the marketing of products or services.
- Gatekeepers – those who review the plan for compliance to industry rules and regulations such as in-house legal departments, corporate counsels, regulatory or licensing specialists.
- Upper Management – those with the final say who have to sign off on the plan and “green light” its implementation. They must endorse the plan.
The Marketing Plan’s Target Audience
Every marketing plan is written and devised with a specific, well defined target audience in mind. Plans usually target:
- Employees;
- Collaborators (external entities); and
- Stakeholders.