Understanding the value of a marketing strategy is often the biggest challenge in a company – getting the team on board, spending the required time and strategically planning, flushing out ideas and getting that pen to paper. Many clients approach us with the “I don’t have time for a strategy, I need creative now” approach, which works for some and flops for others. Cool, creative concepts are great – but how does that translate? How does it help achieve the organisation’s goals?
The purpose of a marketing strategy seems easy enough – why do you want to market your product/services, where are you customers, and how will you make it happen. The marketing plan is the tactical details execution.
Often, many of our clients want to jump into the status-quo, without pausing and starting from conception. Creating a marketing strategy requires time, commitment and buy-in from the team. Beginning with marketing objectives, start your marketing strategy by asking what you want to accomplish with marketing? It is brand awareness or sales revenue? Altering customer perception or engaging customers? Understanding your customers or communicating X?
Next, identify the road map to achieving these objectives. Advertising? Market research? Social media?
- Identify the team and set time for brainstorm – minimum one day. Yes, one day.
- Take it offsite – creativity needs breathing space. Don’t sit in your usual boardroom, try somewhere new and let the creative juices flow.
- Be prepared – bring along documents that will help in your planning – company values, business plans, targets, etc. Don’t forget the post-its, sharpies and oversized paper.
- Draft agenda – what questions do you need answered to create a strategy?
- Assign the culmination of the strategy to a team member – and set deadlines.
