An effective marketing strategy ensures your business has a clear and implementable ‘Go To Market’ plan. It clearly defines the goals and objectives of your company, the target markets, the products and services and associated unique selling proposition. It identifies how to communicate those key messages to the market; which tactical elements such as direct marketing, web marketing, public relations, should come together in an integrated marketing communications plan. In the new world of marketing where the 4Ps become the 4Es your agency partner must have an understanding across all elements of marketing and creative communications to enable the growth and development of your company. In this changing environment:
Product becomes Experience
It is no longer enough to sell a product on its features and benefits. We must understand the experience your customer has of your brand and convey that experience through the visual elements of creative communications to attract new customers of the right profile.
Price becomes Exchange
We must create value in your exchange with your customers and communicate that value in all your marketing materials. The value of your brand lies in the relationship you create with your customers, this is a two-way relationship, your customers expect something back for their loyalty.
Place becomes Everywhere
We can no longer market to custmers in one convenient place. To market your product or service specifically in print magazines or just on TV will exclude an entire section of your target market. Now the customer makes the personal choice on the communications medium. You must understand your customers' preferances, be skilled across all mediums and market directly to each customer group using their chosen communications method.
Promotion becomes Evangelism
Sing from every tree top! Utilise the press, build relationships with editors and journalists and engage people online as well as offline. Speak to them in traditional media but also use social media and understand their language. Tell everyone about the benefits and the value they can expect in their exchange with your brand and have others start spreading the news for you. Understand how to utilise all avenues to gain share of mind and share of purse, but remember the rules of social media are different, it is a relationship not a one way broadcast.