Your marketing plan articulates your story;
it is your marketing engine
All successful businesses have a unique story. One that excites both staff and customers. We help you……
Find Your Marketing Story
Identifying…..
- Who you’re for? Target market identification and sizing potential
- What you do? Scope of your business, areas of competence and business opportunity
- How you’re different? Creating a brand platform to tell your story
- How you win? Determine where you need to focus effort -- distribution, product, customer service, communicatioins.
- What behaviors are needed? Establish marketing objectives against target market behavior tying to sales and establish communication objectives around awareness, understanding and attitude shifts.
Ignite Your Marketing Story Throughout Your Organization
Your most important target market is your internal staff. They need to become storytellers themselves. When this happens, everything (product, customer service, marketing) aligns around one compelling idea that’s communicated in hundreds of different ways to your customers.
Communicate and Implement Your Marketing Story To Create Loyal Customers
Ideas sell products, differentiate you from your competitors and create loyal customers. We believe in first creating a compelling message that research shows resonates with your customers, lapsed purchasers and potential new customers. Then we apply the message to the ideas -- the strategies and tactics that are right for your business. Finally, back this message up with implementing the tangible strategies and components that form the foundation to your message -- product, distribution, customer service and operations.
Measure Your Marketing Efforts
Disciplined marketing planning effects four customer behaviors that tie directly to sales.
- Winning new customers
- Recapturing lapsed customers
- Retaining current customers
- Increasing current customer spending
We establish a research base that identifies the drivers of these behaviors and create a yearly scorecard to monitor the metrics that affect their results.