Q: Give us an example of this method.
A: Sure. It starts with a series of discussions where we put together a disciplined marketing plan. I didn't invent the ten steps of the plan; it's the same system that's been being used by Fortune 500 companies for decades. But it works. So, we do a quick business review, talking about the company's or individual's strengths and weaknesses, core competencies and marketing capabilities. We also review their products and the market, including their pricing, competition, behavior trends and more. Step two is taking that information and putting together a set list of problems and opportunities.
The next six steps are in the tactical area, where we define specific sales objectives and target markets. We plan our strategies and define our communications goals. We end up with a set list of tactical marketing tools that touch everything from the product to its packaging, pricing, distribution, promotions and events, advertising, merchandising and various methods of publicity. We then take these elements and put them into a budget, with a calendar to schedule all aspects of the plan.
Q: Sounds like a plan! Is that the end?
A: No. Step nine is the actual execution of that plan. This means the creation of all the tactical elements, which could include the develpment of advertising, point of sale support, web sites, press events, trade shows...whatever the specific situation calls for. The final step is evaluating the performance of the marketing plan, at which point you go straight back to step one, planning for the next period of marketing. This is usually an annual process.
There are ways to competitively market products and services without trying to outspend your competitor. In fact, the smartest companies don't take that tact at all.
Q: What's your feeling on working independently versus being integrated with a company's in-house team?
A: I feel great either way. There are advantages to either way of working.
Sometimes, a company just won't have the staff inside with the expertise to do pro-level marketing. Their expectation is that they can hand off the entire responsibility to an outside source and not worry about it. I enjoy these situations since it usually gives me an opportunity to define (or re-define) the company's look, feel and overall image. I can also make recommendations so that their various mix of marketing tools -- ads, brochures, web site and so on -- will all have the degree of consistency necessary for successful business. My client will receive the sales support tools they require without spending their own time and energy to develop them.
Often, though, a company will have a great internal team that just needs some outside perspective, or some fresh ideas. Also, as you can imagine, companies will sometimes find themselves up against tight deadlines with new product rollouts, trade shows and other similar events. In those cases, I'll step in to be an extra set of hands to help generate support materials based on their pre-existing corporate image. I'll work closely with their sales and product management teams as well as their in-house marketing staff to create new materials that fit right into their look and feel. |
