One and a Million Thoughts.
No two businesses are the same, no matter how similar they may seem. What works for one will almost certainly not work for another. It’s the differences that make your business special…one in a million. There are simply too many variables to have a “one size fits all” approach. There is no algorithm, equation, or “app” to figure out the best way to market a company; it requires thought unconstrained by rules or convention.
In formulating your specific marketing plan we consider, among many other factors, the following:
- Business goals and objectives. The marketing efforts must be tailored to support the company’s business goals.
- Target audience. The demographics, behavior, and psychographics of the audience are critical to determine the appropriate message and the methods for disseminating it.
- Competitive landscape. Understanding a company’s position in the marketplace and those of its competitors is in the marketplace will help in (re)establishing its brand and differentiating it to the public.
- Marketing mix. Better known as the “four P’s” of marketing – product, price, promotion, and place (distribution). McCarthy, E. J. (1960), Basic Marketing: A Managerial Approach. In putting together a marketing plan, it’s essential to consider how these elements work together to meet the business goals.
- Marketing Channels. What media (e.g., social, broadcast, traditional or non-digital, etc.) or combination thereof will be the most effective choices to reach the target audience?
- Budget. Unfortunately, the company’s budget does have to be a factor. A marketing plan should be financially realistic, ultimately giving the client the most “bang for their buck.”
- Strategy. How exactly will the content (aka the message) be distributed across the chosen marketing media?A content strategy should be created to guide the creation and distribution of content across various markets.
By addressing these factors, we can ensure that your marketing plan is optimized for maximum impact.
