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Marketing Strategy and Brand Strategy
Is your marketing strategy really getting the job done?
Does it have a clearly defined mission beyond "keeping your name before the
public?" For a business, it might be improved return on investment. For a
nonprofit or government agency the goal might be to change public attitudes.
And, how would you answer these questions:
- Are you achieving measurable results?
- Is your share of market (or share of mind) increasing?
- Are you building long-term brand equity or relying
on short-term tactics like pricing and promotions?
- Do you clearly understand what motivates your prospects?
- In many categories,
heavy users — often just 20% of consumers — are responsible for 80%
of sales. Are your marketing messages tailored to their unique motivations or
to those of the occasional user?
Our approach to crafting a marketing strategy begins with
an intensive study of both the product or service and the markets — including
potential markets. Armed with this information, we develop a strategic plan that
creates multiple communication links between the client and target audiences.
It's a process we call Multipath Marketing™. The process works because
every element of the plan — from creative style to media selection —
is driven by proven marketing principles.
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