How to Start a Home-Based Bakery Business by Detra Denay Davis

Author:Detra Denay Davis
Language: eng
Format: epub
ISBN: 9780762767748
Publisher: Globe Pequot Press

How to Write an E-marketing Plan

An e-marketing plan is used to achieve profitable sales similar to a traditional marketing plan, except the scope is limited to online and offline advertising digital technologies to help sell your products. These technologies may include article marketing, promotions using e-mail and social media, and paid search campaigns. Though businesses will continue to make use of traditional marketing methods, such as advertising, direct mail, and public relations, e-marketing adds a whole new element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses. If you would like to learn more about e-marketing plans, there is a wonderful book titled Turn Your Online Marketing Around: The Complete Reference to Web 2.0 Marketing and Advertising Tools by Claudie Clot.

E-marketing plans are separate from traditional business plans and address those sales and marketing goals that will brand your business and build a buzz around your product, thereby promoting sales and exposure. Components of an e-marketing plan may include the following:

▪ Executive Summary

▪ Company Overview

▪ Target Markets

▪ Demographic Research

▪ Online Advertising

▪ Online Promotions

▪ Offline Advertising

▪ Offline Promotions

Executive Summary

The document you are writing is for you, and although you may share it with business partners and others, it should be used to assist you in marketing your home-based bakery business. Your executive summary is presented first, yet it is written after the entire marketing plan has been completed. It should not contain any information that cannot be found elsewhere in the business plan. The following is a sample Executive Summary for a small home-based cookie bakery.

Bailey’s Cookie Basket is an online retailer offering unique decorated cookies in beautifully made custom boxes. Based on the research conducted on e-commerce purchasing trends and the browsing trends of similar food-based Web sites, we expect our main demographic to be women between the ages of 25 and 54 years.

This marketing plan will cover our online and offline advertising and promotions and will highlight the ways by which we will go about carrying out each campaign. Our online promotions and advertising campaigns will direct traffic to our Web site and highlight and promote our brand. Online promotions and advertisements include paid search campaigns, media buying campaigns, and e-newsletters directed at previous and potential customers.

Our offline promotions and advertising campaigns will direct traffic to our Web site and highlight and promote our brand as well. Offline promotions and advertisements include product donations to public television auctions, public/private school fund-raising initiatives, specialized vehicle designs, advertising space in magazines frequented by our target demographic, product tasting at farmer’s markets and gourmet stores, and “refer-a-friend” discount purchase coupons distributed with shipments.

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