| A company I spoke with a couple of months ago | | | | that were lucky enough to have success simply |
| had just received enough venture capital to develop | | | | happen to them. Luck does happen, but it's far more |
| and launch their new product. The product was | | | | fickle than the weather. In the great majority of |
| unique and had definite promise. Unfortunately, the | | | | cases, success is solidly based on planning and hard |
| company's decision makers were "uncomfortable with | | | | work. The hard work is up to you, but here's some |
| the whole idea of marketing and advertising" (their | | | | advice on the planning. |
| words). Instead, they decided to focus their | | | | Consider getting help. Most companies choose to hire |
| attention on non-marketing ways to launch their | | | | a marketing strategy consultant who knows how to |
| product. They talked to people they knew, hoping a | | | | lead the strategic process and has a track record of |
| distributor or business friend would help them grow. | | | | successful marketing and advertising strategic |
| They sent press releases, hoping someone would | | | | planning. A marketing strategy consultant brings an |
| read about their product and get in touch. They sat | | | | objective viewpoint to the development of your |
| in their new office talking about how great it would | | | | brand identity, marketing strategy, advertising |
| be when their company took off. | | | | campaign and other critical activities. The right |
| Essentially, their marketing strategy and advertising | | | | marketing strategy consultant also brings a range of |
| plans were to hope for success. | | | | experience and skills not typically found within your |
| At this point, it's impossible to forecast their future. | | | | company. He or she will steer the project forward |
| They may get lucky; their hope may pay off. | | | | step-by-step without being subject to business |
| Unfortunately, the odds are stacked against them. | | | | demands and interruptions. Their focused task is to |
| From the start, they're already behind where they | | | | develop for your company a solid, clearly written |
| should be - and would be - if they were marketing | | | | branding and marketing strategy that provides |
| and advertising according to a well-defined strategy. | | | | direction and tactics that will empower your company |
| Marketing and Advertising and All Things Strategic | | | | to accomplish your business goals. |
| In business - especially in marketing and advertising - | | | | On the other hand, if your budget or other |
| it's extremely risky to rely on hope. That's true of | | | | circumstances won't allow hiring outside help, here are |
| the big things such as your company's brand identity, | | | | some steps you can take to develop a branding and |
| media plan and public relations, as well as for the | | | | marketing strategy on your own. |
| smaller things such as the way you answer the | | | | First, take a hard look at where you are now. |
| phone. It's important that all aspects of your | | | | Analyze your company, brand and product to |
| company big and small work together under a unified | | | | understand your strengths, weaknesses, |
| strategy according to your strategic plan. | | | | opportunities and threats. Then look closely at your |
| Take your print advertising for example. Before you | | | | current customers and your potential customers. Get |
| select the images in your ad or write the first word, | | | | to know and understand as much as you can about |
| you should have a clear branding objective in mind. | | | | all of them - attitudes, opinions, needs, social groups |
| What customers do you want to attract with the | | | | and other information. Determine who are they, what |
| advertisement's design and headline? What do you | | | | they want and what marketing message will |
| want that target customer to leave with? A changed | | | | resonate with them. |
| perception of your brand? Curiosity to learn more | | | | Second, assess your environment and your |
| about your brand? A burning desire to do business | | | | competition. You can't possibly know everything, so |
| with you? After they read your advertisement, do | | | | just focus on the important stuff - those things that |
| you want them to call your company, buy your | | | | will (or might) impact your marketing and advertising |
| product or just know your name? When you're | | | | success. Decide which of these factors you need to |
| working from a solid, effective marketing strategy | | | | consider within your marketing strategic plan and get |
| and well-structured advertising plan, these questions | | | | to know all you can about them. |
| are answered before you begin the advertising | | | | Third, set your goals. Make sure you're specific - |
| creative process. | | | | don't say "we want to grow," but rather, "we want |
| Now consider your business. A company needs | | | | to increase sales by 50% over the next year." Do |
| strategic direction in order to move forward, grow | | | | this for each marketing and adverting goal and, |
| and succeed. Some small companies get by with a | | | | although it's good to aim high, make sure your goals |
| vague strategy that lives somewhere in the mind of | | | | are attainable. |
| their leader. Unfortunately, this approach almost | | | | Fourth - and this is the really fun part - put all of this |
| always fails (which is why over 50% of all business | | | | information together and develop your branding and |
| failures is due to lack of effective strategy). If you're | | | | marketing strategy. Make your strategy as detailed |
| a business owner or top level officer, here's a quick | | | | as you can, covering all of the branding, marketing |
| test: Do you have a copy of the company's business | | | | and advertising factors that apply and keeping your |
| plan? Does that plan include your marketing strategic | | | | goals constantly in mind. If your marketing strategic |
| plan? Does that marketing strategic plan include a | | | | plan is for internal use only, don't worry about |
| clear and focused advertising strategy? If your | | | | grammar and style. If it's for outside use (such as |
| answer to any of these questions is "no," or "I don't | | | | seeking capital), grammar and style are critical, as are |
| know," you're in danger of relying on hope. | | | | layout, information flow and other considerations. In |
| Let me say here that I honestly consider hope to be | | | | this case, it's advisable to get assistance with the |
| a good and positive thing - it's just not the way to | | | | writing of your marketing plan. |
| run a business. A business needs to follow a clear and | | | | Finally, once your marketing strategic planning is done, |
| concise marketing strategy that includes clearly | | | | you'll use your marketing and advertising strategy to |
| stated goals and objectives for their brand identity, | | | | move forward in all aspects of your branding, |
| marketing and advertising activities. Why? Because a | | | | marketing, advertising and public relations. It should |
| strong marketing and advertising strategy focuses | | | | provide you with clear answers on what you need to |
| activities and spending to reduce time, control costs, | | | | do, when, and how. You'll be working strategically |
| avoid mistakes and increase your company's success. | | | | toward your business goals with every marketing and |
| Making Your Marketing Strategy Happen | | | | advertising activity in line with your plans as you |
| We've all heard stories of people (and businesses) | | | | move toward your objectives. |