Road map under construction

The following two examples demonstrate how to construct a marketing Road Map. Both cases use the fictional firms that were discussed in Chapter 4; they illustrate how a firm can approach the market in a winning and differentiated manner.

Table 5.1 Assessing Your Marketing Weapons

Marketing Weapon

Level of Effort

Market Impact

$ Cost

Printed Brochures

Medium

Low

Medium-High

Case Studies

Low

Medium

Low

Surveys

Medium-High

High

Medium-High

Special Reports

Medium

High

Medium

Web Sites

Medium

High

Medium

Zines/Newsletters

Medium

High

Low

Speeches

Medium

High

Low

Sponsored Events/Trade Shows

Medium-High

Medium-High

Medium-High

Directory Listings

Low

Medium

Low

Articles

Low-Medium

High

Low

Direct Mail

Medium

Low-Medium

Medium-High

Books

High

High

High

Pro Bono Work

Low-Medium

High

Low

Publicity

Medium

High

Low-Medium

Relationships

High

High

Low

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