Marketing Strategy CONSULTANCY
Having a well-defined marketing strategy is crucial for the healthy growth of any business.
It not only helps you define your ideal target audience/s, but reveals the optimum communication channels to reach them, how you intend to differentiate yourself, and ultimately how you plan to increase sales and revenue once you’ve found them.
Without a marketing strategy, you risk wasting valuable time and resources on ineffective marketing efforts that yield little to no return on investment.
For many businesses, however, writing a marketing strategy can seem like daunting task.
Luckily, I’m here to help.
My strategy workshop is an enlightening and collaborative exercise that analyses your business in the context of timeless marketing principles and relevant advertising techniques.
Using the marketing mix as a framework, we will review your business and market from the ground up, covering essential concepts like customer profiling and segmentation, competitive analysis, positioning, product development and promotional strategies.
Working together, we’ll dig out the answers to the tough questions that have been holding you back and produce a definitive marketing plan to carry forward.
The strategy workshop is delivered over two separate sessions in person, or over video-call, and covers the following four stages…
Step 1 – Define Your Target Market
To create clear purpose in any marketing activity, you first need to establish who your target customer is.
For this, we carry out a process of segmentation.
We’ll analyse possible target market/s from the top down, putting potential customers into different profile buckets of common characteristics or needs.
We’ll look at what different segments exist and discuss why some may be a more attractive target for us than others.
After isolating customer types against our own strengths and weaknesses, we’ll create pen profiles for them. This will help us develop a better understanding of what they look like, how they make purchase decisions, the needs they have and the things they care about.
With a picture of our ideal customer segments in our head, and on paper, we can start designing your business offer around their needs.
Step 2 – POSITIONING YOUR Business
So we now know who our target customers are, what they look like and the things they care about. We now need a way to best appeal to them…
Through a process known as positioning, we will discuss what might be going through your prospect’s head when they encounter you for the first time and how you may be viewed in context to your competitors.
It’s here that we’ll discuss the importance of differentiation, also referred to as your unique selling point (USP).
This is the explicit and implicit message you send to a target customer when they are making purchase decisions – indicating to them why they should pick you!
The positioning process is crucial for developing a strong, long-term, brand identity.
Step 3 – Aligning the Marketing Mix
When we know who our target customer is, and have established a clear competitive position for your brand, we can start to align your business against all aspects of the ‘marketing mix’ – namely product, price, place, promotion, physical evidence, processes and performance.
We will cover what each ‘P’ means in context – discussing improvements and even exclusions to your existing offer that will allow you to serve your target customer better.
It’s all about getting your ducks in a row…
Step 4 – The Customer Journey
The last stage of the workshop covers the customer journey and where each element of the marketing mix has a role to play in taking a prospect from having never heard of you, to becoming a raving fan.
We will discuss the three evolutionary stages a customer goes through, where the key leverage points are in your marketing activity and discuss the role technology and systems play in enabling you to add value and serve your customers better.
A Clear and Actionable Marketing Plan
The output of our journey together is a clearly-defined marketing plan.
I write up our findings in an easy to digest document that you and your team can refer to regularly to implement the changes needed in a structured and efficient way.
However, if you do require additional help in executing the strategy, you can also hire me in a part-time or interim support role.
The workshop is run in person or over video call over two separate sessions – roughly a full day each. It includes a mixture of marketing theory, real world examples and group work activities for which ‘homework’ will be required between sessions.
To make the most of the workshop it should be attended by the key decision makers in your company.
To find out more of what to expect, get in touch now for a free telephone consultancy.
“I first asked Harry to support me back in 2019. He took time to understand in detail what we were about and developed a position for the business that I am incredibly proud of. The freshness he created whilst understanding the tone required was excellent. Moreover he helped to distil my offering into an easily digestible menu making it a lot easier for my clients and prospective clients to understand how I may support them. Since the initial work Harry has assisted me on a number of occasions in advise and additional web site support, always with a smile and never have I felt it’s been too much of an effort. Harry has been a pleasure to have working with me and I would not hesitate to recommend him to anyone looking for support in their marketing activities. I look forward to working with Harry again in the near future.”
“We’ve worked with Harry for many years where he has helped us in all manner of roles – from strategy, to e-commerce management and online advertising. He is extremely versatile, with a vast knowledge of marketing practice and methodology. His expertise has been a great asset to our business. To top it off, he’s great fun to work with.”
“Harry is incredibly knowledgeable, very easy to work with and brings smart and effective strategic ideas to the table. He has worked incredibly hard to understand our industry and has continually strived to improve our online presence. I can’t recommend him highly enough!”
“Harry has really helped me to take a step back and work on the business not in it. Harry’s wealth of marketing knowledge was shared through a structured process, to look at getting the foundations right and building from there. It was helpful to spend dedicated time focusing on marketing, guided by an expert who can share a different perspective, challenge your thinking and share practical strategies.”
“We conducted a marketing workshop with Harry and it has been a huge help to our startup business. What really helped was getting clarity in our proposition and who are target market actually was. As a small team that has to do lots of things ourselves, it was nice to end up with an actual plan to follow – we still look at this every day.”