Marketing Strategy

Every strategy has a foundation. This core allows you to stay anchored as you chart your course. A marketing strategy is no different. Your business objectives define the base.

Business Objectives: What do you want to achieve in one year? Three years? Five years?

From there, an equation is built with both fixed and variable elements.

Product/Service Offering

• What sets your offering apart from others?

• What is your competitive advantage?

• How flexible is the offering?

• What can be adjusted as more information is received? As customer needs change? As the environment changes?

Target Market 

• What does your ideal customer look like?

• What drives their behaviors?

• What products and services are they currently using?

• What is the duration of engagement?

• What is the frequency of engagement?

Value Statements 

• What is the value that you are proposing?

• How is that value created?

• How is that value delivered?

• How do you communicate the value?

• What is your return on the value?

Access & Delivery

• What is the best way to deliver information about your offering?

• How will customers access our product or service?

• How will the product or service be delivered?

Measurement

• How will customer satisfaction be measured?

• How will the impact of marketing activities be measured?

• How will your returns be measured and against what benchmark?

Marketing Mix

• How will all the elements of the plan work together?

• What impact will adjustments have on the outcome?

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Alidade Strategy & Communications can help you build an effective marketing strategy.

Send us an email at hello@alidadestrategy.com or give us a call at 312-857-5220. 

Once a marketing strategy is built, it’s important to develop a tactical timeline, outlining activities to drive your goals that include:

Benefits

Audiences

Messages

Frequency

Ownership

Cost

Expected Impact