MARKETING STRATEGY

STRATEGY DEVELOPMENT

If you don’t design your own plan, chances are you’ll fall into someone else’s.(Jim Rohn).

In the absence of sheer luck success demands either foresight or preparedness. Without a crystal ball, making the most of opportunities requires awareness and strategy. This holds true in all aspects of commerce, and especially for marketing.

MARKETING STRATEGY DEVELOPMENT

The successful launch and ongoing marketing of any brand or product requires analysis, preparedness and the execution of a plan. This is where we come in.

Precursors to marketing strategy development:

Our development of any marketing strategy will be preceded by the following:

An analysis of your optimal brand identity, accounting for inherent strengths and weaknesses, and those of your competitors;

An evaluation of the customer market including an examination of their drivers or underlying motivations, attitudes and behaviors;

Investigation of the technologies and communication channels most effective for communicating with the target customer groups;

Evaluation of previous marketing strategies (unless new brand/product/market)

Specification of objectives, available resources (financial and organisational), and timelines.

Multi-level strategy

There are several levels of strategy we are typically asked for. Firm-wide for an entire business, establishing and communicating a company profile or image. Alternatively we can develop a strategy for one brand within a portfolio, or we can develop a marketing strategy for a specific product.

COMMON STRATEGY BRIEFS INCLUDE:

Brand and Product Launch

Annual marketing strategy and go-to-market plan

Revising brand/product image by revising perceived core brand attributes

Improve customer satisfaction rating by x%

Increase sales by y%

Increase customer acquisition by z%

Increase customer retention rates by v%

MARKETING COMMUNICATIONS CHANNELS

May include:

Printed collateral

Advertising

Events and experiences – including corporate events, conferences trade-shows, competitions, entertainment event

Sales Promotions

Direct marketing

Personal Sales – or amendments to existing approach

Public Relations – securing editorial in print, radio and tv, and online

Web-marketing – including website, blog and social media, and email marketing

There is nothing so terrible as activity without insight

(Johann Wolfgang von Goethe)

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