From long haul holidays to pensions – the principles of marketing and effective communications are exactly the same. For every project, whether a strategic marketing campaign to deliver revenue or a member communications project to change behaviour, I look holistically at all the elements to ensure messaging lands effectively and objectives are achieved.
Marketing is the glue that holds stretching business development targets, brand values and communications together. It infiltrates every nook and cranny of a business and success is about being right down in the detail whilst maintaining a helicopter view of the business, competitors and the wider industry.
You need to be clear on your brand, your messaging and your ambitions. It’s all in the prep! We’ll get to understand how you enrich your customers lives, and then we’ll help you shout it from the rooftops!
Understand your customers
By learning about your customers and what’s important to them you can make the most of how your product or service adds value. As a result, you'll understand what your customers like, want and need - so you can talk to them in a way that’ll peak their interest.
We’ll help you build customer profiles. To do this we'll draw on knowledge from key people within your team to learn as much as we can about your customers. We’ll also add our bank of industry experience and we can support you with direct customer research.
Get to know the competition
Understanding who’s in your market is key to defining your value proposition. You need to know what you have that others don’t. And what they have that you don’t. It’s all about finding your strategic angle to understand (and maybe even muscle in on) the competition.
Analysing the market, competitor initiatives, marketing and share of voice is useful. These activities can help with gap analysis and defining the core benefits and differentiators of your services. Helping you to stand out.
Build a marketing plan
All the up-front work is done – you know your core messages, you understand your customers and competitors. Now it’s all about creating a strategic marketing plan which puts all that knowledge to work. Getting your messages out there isn’t as simple as it seems – without a strategy its like throwing spaghetti at a wall and seeing what sticks.
We’ll look at all the different channels open to you, and develop a comms plan which utilises the right messages in the right places for the right audience.