A great marketing plan that others can easily jump on isn’t as interesting as a brilliant marketing plan that’s exclusive and defensible. We defend our marketing plans and your business!
The marketing pitch is designed to enhance the products-market fit to come alive. Investors don’t want to be force fed large numbers for potential market; they want to be able to imagine the numbers for themselves. If that potential market is hot, it needs credible plans to move from ideas and messages into media and concrete marketing programs with some backbone and metrics to them.
When presenting your online marketing campaign you should be able to talk realistically about your search engine budget, pay-per-click budget, social media experts on staff or available as contractors and budgeted into the plan, targets for page views, unique visitors, and conversions. You should be able to explain your Facebook, Twitter, and/or LinkedIn, and/or Pinterest or other social media plans in terms of numbers such as follows and followers, tweets and retweets, topics,
Not all of these details need to go into the pitch with slides; but they should be in your plan, and you should be able to pull them up in an instant when asked, during a pitch, for more detail.
Investors will be thinking, as they watch your pitch or read your plan, about how easily some future competitor can jump into your marketing plans, co-opt your tag lines, jump on your topics, pre-empt your channels, and use your own marketing against you. Don’t trust trademark or copyright to defend you by themselves. A brilliant marketing plan that others can easily jump on isn’t as interesting as a good marketing plan that’s exclusive and defensible. We defend our marketing plans and your business!