|
We have developed a strategy that successfully communicates with your target customer. Different customers require a combination of different media. Our Integrated Marketing Strategy analyzes all media to design the ideal combination (online marketing, search engine optimization, social media/blogging, video, TV, and print) needed to get your message to your target market. Developing a marketing plan is beneficial to a consistent approach.
|
Step 1: Assessment
- What are the biggest challenges facing your business?
- Clarify your business objectives both online - offline
- Current marketing efforts – How are markets targeted? How are products communicated, priced and distributed for each target market?
- Branding - What is your company’s branding strategy and its major product lines?
- Sales strategy - How are target markets approached?
- Promotion strategy - What is the company promotion plan?
- Online strategy – How does your marketing and sales strategies translate online? Are you reaching those that you are targeting?
- Social media assessment - Determine how you can utilize social media (e.g. blogs. podcasts) to effectively reach your target
- Business strategy and revenue model – How do your current strategies translate to revenue?
Step 2: Branding
Branding Focus Session: three+ hour working session(s) among Client’s senior staff with the following objectives:
- Clarify the corporate/organization identity and values
- Outline your perceived benefits and advantages over your competition
- clients buy solutions to their problems and ways to achieve their goals
- Overview of “What is my Brand and what does it stand for?” - “What is the current image of your product by the client?”
- gather client impressions and positioning of Company Brand
- design Marketing Research (optional) for your target markets
- analyze the difference between your Perceived Brand and your Client’s image
- Determine your USP (Unique Selling Proposition)
- Draft tagline(s)
- Outline Why the Company? - “one pager” of competitive advantages
- Clearly define and gain agreement on “What is your Defined Brand?”
- Based on the Branding, outline marketing approaches and target markets for the client
Step 3: Positioning - Focus Sessions: three+ hour working session(s) among Client’s senior staff that has the following objectives:
- Find the way “to get your brand into the client’s mind”
- Determine the positioning of major competitors in the market -the way the product is defined by the customer relative to other products
- Develop a Competitive Analysis (optional):
- audit the marketing communications of major competitors to determine the range of “values” and strategies that drive the product category
- how competitors "position" themselves
- what positions are claimed, how strongly, and which are not claimed, hence available
- Determine Positioning of your Brand in the prospective Client’s mind – Marketing Research (optional)
- Design a Positioning Strategy
- What is the first Brand in the client’s mind?
- Power of the Name
- Identify your strongest strength and use it to position your product
- solve problems vs. provide benefits to customers
Step 4: Marketing Mix - Consultations with client’s senior staff to:
- Brainstorm new revenue generating marketing strategies
- Determine mix of marketing tools
- Advertising media (online and offline)
- Print
- Social Media (blogs, social networking, podcasts, streaming video)
- Public Relations
- Direct Mail
- Networking
- Interactive Events – workshops, tradeshows
- Online marketing
- website
- ecommerce
- search engine optimization (natural, pay per click)
- email marketing
- Develop Integrated Marketing Campaign Strategy
- Timeline and venues to position your Brand
Step 5: Integrated Marketing Strategy Plan -Consultations with client’s senior staff to:
- Define your company’s short and long term needs and goals
- Identify the products or services that your company provides
- Identify your target buyers/end users
- Establish the marketing category (e.g., fast food purveyor, high-end audio equipment sales, etc.)
- Determine whether your company will be a market category leader, follower, challenger, or niche player
- Describe the unique characteristics of your products or services that distinguish them from the competition
- Define whether your pricing will be above, below, or at parity with your competitors and establish whether you will lead, follow, or ignore changes in competitors' pricing
- Identify the distribution channels through which your products/services will be made available to the target market/end users
- Describe how advertising and promotions will convey the unique characteristics of your products or services
- Describe any research and development activities or market research plans that are unique to your business
- Describe the image or personality of your company and its products or services
Step 6: Feedback, Evaluation and Redesign
Ongoing changes ensure the effectiveness of your Integrated Marketing Strategy.
- Feedback from customers – formal, informal, survey, response to product/service
- Evaluation- determine the interaction of different marketing tools and propose changes
- Redesign
- Implement
|
|
|
