[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-detail-353808-en":53,"doc-seo-353808-105":74},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":5,"data":54},{"doc_id":55,"user_id":56,"nickname":57,"user_avatar":58,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":60,"doc_content":61,"file_id":62,"file_url":63,"file_type":64,"file_size":65,"view_count":66,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":20,"language":67,"language_code":68,"site_id":69,"html_lang":68,"table_of_contents":70,"faqs":71,"seo_title":72,"seo_description":60,"update_tm":73,"read_time":47},353808,137455077381,"Elsa","https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","ABC Inc Marketing Plan 2017","ABC Inc Marketing Plan 2017 lays out a strategy to grow its full service event staging business while shifting revenue mix from rental to events. The plan positions ABC AV’s value proposition as a gateway to the local market through technology, expertise, tools, and support. It defines three primary customer segments, adjusts product and service offerings for targeted buyers, and changes rental policies by ending non-commercial end-user rentals and requiring commercial credit applications.","ABC Inc Marketing Plan 2017  \nExecutive Summary  \nABC AV’s Value Proposition is to be the gateway to our local market for the best in service, products, and support for the meeting and events industry. We provide the technology and expertise that allows meetings to be more successful.  \nWe will market directly to our target segments by offering tools, ideas, resources, and support that distinguish our firm as the market leader for high quality events.  \nWe will intentionally grow our full service event staging business by adding products and services to better meet the needs of targeted meetings and event customers. We will de-emphasize our dry-hire rental business by reducing product choices and tightening availability. In other words, our specialized corporate event tools and resources will not be made available to rental-only customers.  \nWe will focus on three key customer segments:  \n• Meeting and Event Planners employed in regional corporations, non-profits, and houses of worship.  \n• Independent Meeting and Event Planners that are seeking a credible partner for their projects  \n• Out-of-town Meeting and Event Planners that are bring project to our regional venues  \nFurthermore, we will continue to support our traditional B2B rental customers, but only to the extent that they are a resource to us. We will no longer rent to non-commercial end-users and will require that all rental customers fill out a commercial credit application.  \nThe successful execution of the plan outlined below is projected to shift our income from 50% rental and 50% events to 20% rental and 80% events by the end of the upcoming fiscal year.  \nOur total budget for attending networking events, sponsorships, client engagement (entertainment), and printed materials is $75,000 for the year. We are budgeting a 3:1 return on revenue in year one with increasing gains in future years.  \nTarget Customers  \nOur ideal customer is the person that is ultimately responsible for the successful execution of the event in question. This person is not always the economic buyer, and while working directly with the economic  \nCopyright 2016 Stimson Group LLC 1  \ndecision-maker would be valuable, we find that the Meeting or Event Planner responsible for outcomes is a better influencer for repeat business and ongoing relationships.  \nHaving said that, in some circumstances – in particular, multi-year agreements – our ideal customer will be the executive or stakeholder that controls such decisions, which is often not our on-site contact.  \nWhen it comes to verticals and segments, we are less concerned about the end-customer’s industry than we are with meeting the needs of the event planner. Our Marketing Plan will not focus on any specific vertical with one exception: We have found the meeting and event planners in the Houses of Worship (HOW) vertical specifically seek suppliers that tailor offerings to HOW segments. Additionally, we know that in the HOW market, committees make most spending decisions. Therefore, our approach to HOW will be defined separately in our overall Marketing Plan.  \nProducts and Services  \nOur Marketing Plan specifically focuses on Meeting and Event Planners, but we have a legacy customer that we are not abandoning – just de-emphasizing. Here are the products and services we have traditionally provided to Rental Customers and our revised offering:  \n\n| Traditional Product or Service\u003Cbr>New Direction Comment |  |  |\n| --- | --- | --- |\n| Audio Visual Equipment Rental includes all products in our inventory at competitive prices. The goal is to increase the utilization of the equipment. | Non-integrated AV products, user-friendly systems, and accessories are rented on anas-available basis. Event customers are a higher priority than rental customers. | We will reduce the product catalog to items that are easily operated or used by the amateur customer. |\n| Delivery and Setup is offered as a value-add service. Fees are based on what similar AV rental ","cbCaih7BD8aE3LVD","https://ap.wps.com/l/cbCaih7BD8aE3LVD","pdf",489149,9,"English","en",105,"# Executive Summary\n## Target Customers\n## Products and Services","[{\"question\":\"What is ABC AV’s core value proposition in this plan?\",\"answer\":\"ABC AV positions itself as the gateway to the local market by providing technology and expertise that help meetings and events succeed, offering tools and support that distinguish the firm as a market leader.\"},{\"question\":\"Which customer segments does the plan prioritize?\",\"answer\":\"It prioritizes meeting and event planners employed in regional organizations, independent planners seeking a credible partner, and out-of-town planners bringing projects to regional venues.\"},{\"question\":\"How does the plan change the product and rental approach?\",\"answer\":\"The plan aims to expand full service event staging with added products and services, reduce the dry-hire rental business by limiting choices and availability, and stop renting to non-commercial end-users while requiring commercial credit applications.\"}]","ABC Inc Marketing Plan 2017 | PDF",1790107354,{"code":4,"msg":75,"data":76},"ok",{"site_id":69,"language":68,"slug":77,"title":59,"keywords":78,"description":60,"schema_data":79,"social_meta":135,"head_meta":137,"extra_data":139,"updated_unix":140},"abc-inc-marketing-plan-2017","",{"@graph":80,"@context":134},[81,97,117],{"@type":82,"itemListElement":83},"BreadcrumbList",[84,88,91,94],{"item":85,"name":86,"@type":87,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":89,"name":10,"@type":87,"position":90},"https://docshare.wps.com/template/",2,{"item":92,"name":11,"@type":87,"position":93},"https://docshare.wps.com/template/presentations/",3,{"item":95,"name":59,"@type":87,"position":96},"https://docshare.wps.com/template/abc-inc-marketing-plan-2017/353808/",4,{"url":95,"name":59,"@type":98,"image":99,"author":104,"headline":59,"publisher":106,"fileFormat":109,"inLanguage":68,"description":60,"dateModified":110,"datePublished":111,"encodingFormat":109,"isAccessibleForFree":112,"interactionStatistic":113},"DigitalDocument",{"url":100,"@type":101,"width":102,"height":103},"https://docshare.wps.com/thumbnails/abc-inc-marketing-plan-2017/353808.png","ImageObject",442,249,{"name":57,"@type":105},"Person",{"url":85,"name":107,"@type":108},"DocShare","Organization","application/pdf","2026-10-20","2026-09-22",true,{"@type":114,"interactionType":115,"userInteractionCount":66},"InteractionCounter",{"@type":116},"ViewAction",{"@type":118,"mainEntity":119},"FAQPage",[120,126,130],{"name":121,"@type":122,"acceptedAnswer":123},"What is ABC AV’s core value proposition in this plan?","Question",{"text":124,"@type":125},"ABC AV positions itself as the gateway to the local market by providing technology and expertise that help meetings and events succeed, offering tools and support that distinguish the firm as a market leader.","Answer",{"name":127,"@type":122,"acceptedAnswer":128},"Which customer segments does the plan prioritize?",{"text":129,"@type":125},"It prioritizes meeting and event planners employed in regional organizations, independent planners seeking a credible partner, and out-of-town planners bringing projects to regional venues.",{"name":131,"@type":122,"acceptedAnswer":132},"How does the plan change the product and rental approach?",{"text":133,"@type":125},"The plan aims to expand full service event staging with added products and services, reduce the dry-hire rental business by limiting choices and availability, and stop renting to non-commercial end-users while requiring commercial credit applications.","https://schema.org",{"og:url":95,"og:type":136,"og:title":59,"og:site_name":107,"og:description":60},"article",{"robots":138,"canonical":95},"index,follow",{"doc_id":55,"site_id":69},1791720223]