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?
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