After spending many years working with B2B and B2C small and medium businesses in their marketing and communication strategies and marketing plans, I think I have a good sense of the problems they are facing. Generally, at the top of the list is the lack of a true marketing plan. What can miss something so fundamental? My conclusion is that despite the skills that drive the success of your organization, the founders and / or address simply do not:
It’s time to think about marketing everything because there is always something “more important or urgent” needs your attention;
A real understanding of the power of marketing and how it can dramatically improve profits and return on investment (ROI);
Resources, budgets and people available – marketing and marketing communications are “unknown and scary” and there are always other areas that need help in the first place;
Knowledge of how to find and evaluate the help of marketing professionals.
These are concerns, regardless of the type of organization – startup, early stage and established, and even nonprofit companies for this issue. And without real initial planning, many brands operate with a market reaction “Ready, Fire, Goal”.
What will hire a marketing or marketing marketing professional for you?
In order to meet in the short and long term the need to develop a marketing strategy and integrated marketing communication and a tactical plan. Basically, a professional marketing program will improve the brand’s profitability and return on investment. This task is usually outsourced, often with a part time marketing leader.
The process begins with the external consultant who learns about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication supports, employee involvement. During this learning period, the consultant also makes use of any primary or secondary research. More importantly, this period is also the time to build trust between the organization and the consultant.
While some tasks may be performed directly during this learning period, an external professional would use this knowledge to prepare:
1. A marketing communication strategy and marketing, as well as a positioning statement. The positioning statement is a brief description of the primary target audience to which the brand is addressed, and a compelling picture of how the seller wants the audience to see the brand.
Does that sound simple? Take a minute and answer these four questions about your brand:
Is the target audience in detail very specific?
Is the category in which competitor brand, and its relevance to customers?
The advantage of the brand and the point of difference?
One of the reasons the customer creates – the most convincing proof?
The positioning statement is the credo of the brand to live. All marketing and marketing communications must flow from this position and be understood by all employees, agents, partners and managers.
2. An integrated and holistic plan tactics expressions – media programs; Creative performances, including new and / or traditional advertising; public relations; Content marketing (social media, articles, blogs, white papers, video); packaging; point of sale; Employee engagement; And events.
The use of internal or external staff to create the above will be processed and evaluated by the consultant or, where appropriate, specialists may be recommended.
3. Recommendations for primary or secondary research where there are no clear answers on specific topics. Marketing depends on a comprehensive understanding of the “wants and needs” of customers, as well as how they relate to your brand and competition. Not only do you think your staff; On the contrary, information. The facts beat the sight every time.
4. Method of measurement and evaluation of the agreed objectives and targets set to meet each target public communication task and marketing. Benchmarking and ongoing analysis are essential to effective marketing programs, allowing for change or refinement as you continue.