Marketing and Promotion Strategy Consulting

What is marketing strategy?
Marketing strategy is sorting out who your audience actually is, and then finding out what has meaning for them. What do they care about, and how does this relate to your offer? What message can you deliver that is both true and meets your consumer squarely at the level of their needs? Marketing strategy is the process of uncovering messages that can be heard. Marketing strategy allows you to answer the crucial question your offer must address: “Why should I care?” To paraphrase Peter Drucker: Consumers do not buy what you sell. They buy what has value to them.

Cutting through the clutter is a challenge of unprecedented magnitude for marketers in today’s over-saturated consumer environment. It is estimated that customers are exposed to approximately 5,000 marketing messages per day, which is a ten-fold increase from 1970.

What hasn’t changed, however, are the fundamental business objectives that underlie effective marketing strategy. The ultimate goal of marketing remains to sell more products and services, to more customers, more often…and to do so in a profitable manner. Marketing strategies must be grounded in sound business strategy, and be consistent with the positioning of the brands that marketing efforts are intended to support.

We believe world-class marketing strategy is part art and part science. Whether developing B2C or B2B marketing strategies, sound analytics, insights, and critical reasoning must be combined with intuition and creativity. Each offering begins with—and is grounded in—a thorough understanding of the relevant business and brand strategy. The result is a marketing strategy and subsequent marketing tactics that both excite customers and deliver enduring profitable growth for your organization.

Psychographic Segmentation

Customer Profiling

Customer segmentation categorizes potential buyers into “like groups” and provides valuable insight into anticipating future behaviors. Psychographic segmentation—which categorizes based on customers’ attitudes and beliefs—is one common approach. Another is behavioral segmentation—which categorizes based on customers’ actions and behaviors. We have found the key to success lies is in combining one of or both of these two approaches with “hard” variables such as demographics. This combination helps clarify what customers do and why they do it, and provides critical insight into what is required to make the segmentation actionable (i.e., how to reach target customers).

While some forms of segmentation require extensive research and analysis, we have developed approaches to help clients cut to the chase more efficiently and pragmatically. Whether derived through a qualitative or quantitative research methodology, the key is to ensure the effort results in customer profiling that is both robust and actionable.

Value Proposition

Driving Strategic Growth through a Unique Value Proposition

A customer value proposition is a promise made by a company to the audiences with whom it wants to build relationships. They can apply to an entire organization or be specific to a particular audience or segment. For the latter, this entails “translating” an over-arching proposition for different stakeholders with different needs, and/or different relationships with the company (e.g., customer, supplier, distributor, employee, etc.). The ultimate goal in developing them is to ensure they are compelling, differentiated, credible, and sustainable over time.

We believe one key to success in this process is to ensure you are emphasizing the more tangible aspects of the brand and experience including offer, process, price, technology, etc. Regardless of these elements, clarifying the value exchange (benefit minus the cost) is critical early on in the process to set the right strategic direction for development. It is also important to identify meaningful proof points—or reasons to believe—which add credibility to the core promise you’re making to customers.

Go-to-Market Strategy

Developing a GTM Strategy & Market Plan

Developing a go-to-market strategy is the third step in a 3-step approach—the first two steps ential identifying a lucrative target market and developing a unique customer value proposition. Specifically, it involves determining the activities and resources required to successfully deliver the value proposition to customers, and to achieve competitive advantage for the business. Resources in this context are typically those that are directly or indirectly responsible for delivering the customer experience and bringing products and services to market. While exact components of a go-to-market plan can differ by company and industry, they typically include factors such as product, pricing, channel, distribution, marketing, sales, and customer service.

Within these dimensions, there are choices that must be made to establish the go-to-market strategy. For example:

  • Within sales, is it better to go direct or through sales reps?
  • For service, is it better to implement a call center or higher touch service experts?
  • For distribution, is it better to be vertically integrated or outsource through national distributors?

Marketing Metrics

Developing Brand Metrics and the Marketing Dashboard

According to world renowned management consultant Peter Drucker, “what isn’t measured isn’t managed.” Consistent with this belief, ongoing measurement and tracking is an essential component of any sound business strategy. A comprehensive and carefully constructed marketing metrics system can contribute to strategic growth by providing an ongoing understanding of how business-building efforts are performing across various dimensions. Importantly, this should encompass both the “means” and the “ends.”

Four common categories of a Marketing Dashboard include:

  1. Action—what employees do
  2. Interaction—how customers interact
  3. Perception—how stakeholders view
  4. Performance—business and financial results achieved

We develop comprehensive tracking systems for companies that help ensure business objectives are clearly identified and consistently achieved. When effectively designed and implemented, these systems are not merely diagnostic, but prescriptive as well.

Content Strategy

The Power of Perspective

Content strategy is the practice of planning the creation, delivery, and governance of content. More than merely “words on a page,” editing or curating, content strategy should entail how content is to be re-distributed and/or re-purposed across multiple channels of delivery. In this way, content strategy forms the basis for the more tactical discipline of content marketing.

We believe the key to developing effective content strategy is to ensure it does not live in a vacuum, but rather is grounded in brand and marketing strategy. With this solid foundation in place, content strategy is more likely to result in content that is not only readable, find-able, and shareable—but equally important—drives positive business outcomes while building brand equity.

Benefits for your business:

1. Knowledge

  • Discover how to build successful promotional campaigns
  • Learn how to implement a structured marketing action plan
  • Understand how to define and measure your success

2. Expertise

  • Our experts examine your company within its competitive landscape
  • We provide you with a report of our analysis and recommendations
  • We present to you a plan of promotional activities including timeline, budget and resource requirements

3. Support

  • Rest easy as our experts guide the research, planning and execution of your project
  • Benefit from our experience as we identify the best channels for reaching your audience, from trade shows and direct mail to social media and email
  • Get more support as you launch your campaigns
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