Consultancy approach for joined-up marketing activity

Our approach to marketing consultancy ensures your project is aligned to your objectives at all times. We address each of the marketing building blocks below to create a marketing strategy that gets great results first time – saving you time and money.

The Marketing Building Blocks: Diagnosis, Proposition, Objectives, Investment, Strategy, Plans, Measurement

Diagnosis
Our start point is obtaining complete clarity of your current situation. You may tell us you’re losing customers – but that could be just a symptom. We dig through your data and talk to others in your business to find the root cause. We can then define the scope of the project and what it will achieve.

Proposition
What benefits does your product or service offer customers? Does it match what they’re looking for? By defining how you meet customers’ needs we can begin to form the marketing messages your customers will respond to. We also investigate who your competitors are, how you can stand out from them and if you could break into different markets.

Objectives
What must your marketing achieve to support your business plan? Do you need to increase the average transaction value or double your customer base? We establish whether your marketing activity should influence what people think or what they do. This helps inform the messages and types of communications or activities you need.

Find out what objectives our marketing consultancy services can help you achieve.

Investment
We believe in using your money wisely. We advise on what it is worth spending to achieve your marketing objectives. And we advise on what activities are achievable within your budget. We may need to look at running smaller, high-return activities first to generate positive cash flow. And we can look at phasing investment according to your high and low seasons.

Strategy
From the four points above we build a three to five-year marketing strategy. This establishes what type of promotions and communications you need, your brand values, pricing structure, and how customers will buy your products.

You may need to consider some or all of the following:

• The role of business development in the marketing plan
• The role the media plays in the best marketing strategies
• Creating a product marketing plan for your whole portfolio
• Key messages of your marketing communication strategy
• Building a brand marketing strategy to gain recognition
• Building in promotions to marketing strategy development
• The role of distribution within marketing mix strategies
• Understanding how pricing fits into the marketing mix strategy.

Plans
We create 12-month marketing plans that determine how your strategy will be put into action. Communications, promotions and other marketing activities are budgeted and scheduled for key times in the year. These short-term actions and objectives help you achieve the longer-term goals.

Measurement
Measuring the effectiveness of your marketing activity is the most important element of your strategy. But it’s something that many businesses fail to do. Or they measure at the end of an activity when it is too late to change anything. We design key performance indicators (KPIs) that give you early insight into how well your marketing is working. They tell you whether the desired end result is likely to be achieved.

Using KPIs allows you to monitor and refine activities as they progress. Examples could include setting a short-tem target for the increase in number of customers or asking customers “how did you hear of us?”.

Email or call us on 01905 622206 today to discuss how our marketing consultancy approach will achieve your objectives.