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SC’s Marketing Kickstart™: |
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Marketing Strategy |
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The market research and communications audit are merely laying the foundation for the strategy phase, which is the essence of what we do at steelecommunications. We identify your Key Audiences, summarize what is known about them — typically demographics, psychographics, geographics, socioeconomics, media habits, seasonality of need, decision factors and priorities. We then proceed to identify a series of clear Marketing Goals, usually based on your organization’s business plan or strategic plan, and identify measurable Objectives for each. Most marketers jump straight from marketing goals to specific tactics (see below), but the crux of the entire strategic planning process is to develop a series of Marketing Strategies that will accomplish each objective. Strategies are innovative, targetted approaches to solve problems or pursue opportunities. At this stage we also define a Market Positioning for your organization that clearly differentiates you from your competitors, usually on the basis of unique product benefits, price point, service, quality, or brand personality. The strategic plan will also identify a series of Key Messages for your audiences — explicit statements, not actual creative headlines or copy, but the blunt, direct point you need your creative executions to convey in an appealing way to your target audiences. |
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This page last updated
September 23, 2004
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