Marketing Aquaculture Products — 1

less-obvious opportunities
IV. Marketing goals:
o Volume of product to move by target
market
o Set sales policies and accounting
practices
V. Marketing communication - strategies
and tactics:
o Intelligence gathering on potential
customers and competitors
o Lead generation for sales calls
o Outside the box ideas for reaching out
to buyers or the consumer
o Design and rehearse a concise elevator
speech
o Design and rehearse sales presentation
VI. Marketing action plan: immediate (next
six months):
o Use your MAT analysis notes
o Set milestones to accomplish
o Who, what (phone calls, E-mail, faceto-face),
when, where, how
o Networking plan for internal businessenhancement
and sales leads
o Labor considerations
VII. Marketing action plan: long term (sixmonths
to two-years):
o Use your MAT analysis notes
o Set milestones to accomplish
o Who, what (phone calls, E-mail, faceto-face),
when, where, how
o Long-term networking strategy for
breaking into stubborn markets
o Labor considerations
VIII. Marketing budget:
o Telecommunications
o Travel
o Publications (handouts, product
literature)
o Display materials
o Display or other shipping
54 — Marketing Aquaculture Products
o Shipping product for demos or test
marketing
o Part-time labor for public events, etc.
IX. Set periodic updates:
o Situation analysis, revision of goals,
strategies and tactics (every six
months)
o Write, review, revise and update
unsuccessful proposals, current
product hand-outs, and presentations
(as needed)
o Effi ciency review of the marketing
plan, look for cost-savings that
increase effi ciency but do not detract
from eff ectiveness (each year)
You can organize your material according to
the above outline, or take that material and
build a more easily revisable packet. Th e fi nal
format of your plan is your business, what
works best for you is the best solution.
One way to organize it all and make the writing
easier is to visit your local offi ce supply
store to purchase a three-ring binder, section
dividers, and vinyl pages for fi ling contact business
cards. If you are a team and not a single
producer, obtain enough supplies to outfi t your
team. Th en develop your Marketing Plan based
on a series of worksheets that you will write and
fi le within the diff erent sections of the binder.
Do not approach this in a beginning-to-end
linear manner. Feel free to rough it out as it
comes to you or your team; then fi ne tune
the entire package to get your fi nal product.
Everyone revises it as they go, so don’t get hung
up on trying for some unattainable perfect
fi rst draft . Also don’t make this harder than it
needs to be. Th e most important aspect of the
exercise is to get the fi rst draft down on paper.
Th is is a working set of worksheets and supporting
documents as needed. From this point
on it will evolve and continue to develop. In
the back of your binder keep interview notes