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Developing a Marketing Strategy
If you don’t have a marketing strategy, it’s time you did. A marketing strategy is not just for corporate companies; it is a roadmap to clarify where you are going and how you plan to get there. And like everything else, once you know where you are going, it is easier to get there.
It seems that many companies who are about to embark on a formal marketing drive for the first time lack a set plan. But if you are a novice, it is critical to pay particular attention to the pre-planning. If you have no dedicated marketing resource in your organisation and your “marketer” is handling the marketing in addition to their other responsibilities, they may be short of the time needed to do the groundwork, and well aware that they need some input. And they may well be uncertain of where to find it.
You could consult an advertising agency. Agency strategic planners are well placed to assist with marketing planning, and they have access to research and trend information. But you might be too small to get the attention you need, or fear that they will plan to spend your entire budget on ads, when you know you need to spend some on entertaining your clients, or doing some kind of community outreach.
You might think about asking a promotional agency. Some of their client service staff have a background in marketing. But then again, what if they might want to spend everything on promotions and leave advertising out of it entirely?
What about a marketing consultant? Aren’t they frantically expensive? A freelance graphic designer? Do they know anything about marketing strategy?
The reality is that when you are out of your depth it isn’t easy to make a decision on who to call on for marketing advice. But a good marketing plan will help you to get started.
A marketing plan is not that different from a business plan. And while it is for your own use, it will help you when it comes to deciding what marketing activities to pursue, and will certainly form the basis of an advertising brief once you commit to advertising.
Basically you need to show who you are (or your brand is), who your target market is, and look at the various ways you could use to reach them.
To help you to focus on the elements you need to develop your marketing strategy, download a Marketing Strategy Outline NOW. Or email Ann Druce for more information.
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