The document provides guidance on conducting a marketing communications planning process. It begins by emphasizing the importance of understanding the customer perspective. The planning process involves a strategy audit using a consumer purchase cycle framework to evaluate the current strategy, followed by forward planning to develop new strategic objectives and solutions. Key steps include identifying challenges, setting measurable objectives, focusing resources, and producing a written marketing plan.
This presentation explains Right Lane's integrated approach to managing your growth strategy.
1. Articulate a clear growth strategy
2. Align your resources with your strategy
3. Actively lead the program
4. Adopt effective disciplines to manage the program
5. Build and maintain a fact base
It is imperative to have a great marketing strategy, but it is not the same as a marketing plan. In our seminar we discuss the difference and how to create a brand strategy, marketing strategy and inbound marketing plan.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Content is the fuel for demand generation and a funneled marketing approach. It enables to create successful marketing programs with the goal of driving awareness, generating demand, and converting prospects to leads. It’s the key to effective branding, search engine marketing (SEM), SEO, email marketing, display advertising, PR, events and more. In this presentation, I share my own experience on planning effective strategies for enterprise marketing at Fusemachines.
Fusemachines is an AI solutions and services provider that helps organizations build amazing AI products or implement Machine Learning, Deep Learning, NLP into their processes.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
This presentation explains Right Lane's integrated approach to managing your growth strategy.
1. Articulate a clear growth strategy
2. Align your resources with your strategy
3. Actively lead the program
4. Adopt effective disciplines to manage the program
5. Build and maintain a fact base
It is imperative to have a great marketing strategy, but it is not the same as a marketing plan. In our seminar we discuss the difference and how to create a brand strategy, marketing strategy and inbound marketing plan.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Content is the fuel for demand generation and a funneled marketing approach. It enables to create successful marketing programs with the goal of driving awareness, generating demand, and converting prospects to leads. It’s the key to effective branding, search engine marketing (SEM), SEO, email marketing, display advertising, PR, events and more. In this presentation, I share my own experience on planning effective strategies for enterprise marketing at Fusemachines.
Fusemachines is an AI solutions and services provider that helps organizations build amazing AI products or implement Machine Learning, Deep Learning, NLP into their processes.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
BNC Direct-to-consumer Webinar - November 2015 - Brian O'LearyBookNet Canada
Brian O'Leary, principal of Magellan Media Consulting, presents eight methods book publishers can use to leverage content marketing for successful ROI, along with the tools to implement a successful content marketing strategy at your publishing house. In this free one-hour webinar, he describes the models most beneficial to publishers, ways to attract and retain an audience, and how to monetize the process.
10 marketing activities to improve your bottom lineSomething Big
It’s crucial to review your marketing efforts at year-end in order to improve productivity and effectiveness. It could have a significant impact on whether you meet your annual targets, as well as what next year has in store for your business.
Read our advice for what you need to think about during the festive period.
If you need any support with your marketing and communications activities, or want to discuss ideas for future campaigns, get in touch via hello@somethingbig.co.uk or 01483 746650.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Digital Marketing Strategic Planning WorkshopDigi Mark
5th ITI Digital Marketing Day
By: Mohab Ayman
#DMDay5
Digital Marketing Strategy is:
Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support the overall Business Objectives.
Marketing Plan Presentation Template 2018Demand Metric
Use this marketing plan presentation template to quickly document a modern marketing plan. Chapters include: aspiration, situation, objectives, strategy, content, technology and budget. Your stakeholders will be impressed with the analysis, design, brevity of your marketing plan.
How to Create an Integrated Sales Enablement Strategy for Your Sales TeamSales Hacker
What You'll Learn:
- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
Identify the strengths and weaknesses of your brand marketing communications, benchmarking your performance with the industry average.
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
This audit is suitable for:
- Startups, before finding investors
- Startups, before launching marketing campaigns
- Small companies
- E-commerce websites
- Medium-sized enterprises
- One-person businesses
The 19-page audit covers the following sections:
- Brand personality
- Multi-channel content
- Public relations
- Advertising
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
Each section includes the following insights:
- Ratings from expert auditors
- Results of in-market customer perceptions survey
- Strengths and weaknesses between you and industry average
- Feedback from in-market customers
- Brief suggestions from expert auditors
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.
Visit www.brandauditor.me for more information
This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
BNC Direct-to-consumer Webinar - November 2015 - Brian O'LearyBookNet Canada
Brian O'Leary, principal of Magellan Media Consulting, presents eight methods book publishers can use to leverage content marketing for successful ROI, along with the tools to implement a successful content marketing strategy at your publishing house. In this free one-hour webinar, he describes the models most beneficial to publishers, ways to attract and retain an audience, and how to monetize the process.
10 marketing activities to improve your bottom lineSomething Big
It’s crucial to review your marketing efforts at year-end in order to improve productivity and effectiveness. It could have a significant impact on whether you meet your annual targets, as well as what next year has in store for your business.
Read our advice for what you need to think about during the festive period.
If you need any support with your marketing and communications activities, or want to discuss ideas for future campaigns, get in touch via hello@somethingbig.co.uk or 01483 746650.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Digital Marketing Strategic Planning WorkshopDigi Mark
5th ITI Digital Marketing Day
By: Mohab Ayman
#DMDay5
Digital Marketing Strategy is:
Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support the overall Business Objectives.
Marketing Plan Presentation Template 2018Demand Metric
Use this marketing plan presentation template to quickly document a modern marketing plan. Chapters include: aspiration, situation, objectives, strategy, content, technology and budget. Your stakeholders will be impressed with the analysis, design, brevity of your marketing plan.
How to Create an Integrated Sales Enablement Strategy for Your Sales TeamSales Hacker
What You'll Learn:
- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
Identify the strengths and weaknesses of your brand marketing communications, benchmarking your performance with the industry average.
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
This audit is suitable for:
- Startups, before finding investors
- Startups, before launching marketing campaigns
- Small companies
- E-commerce websites
- Medium-sized enterprises
- One-person businesses
The 19-page audit covers the following sections:
- Brand personality
- Multi-channel content
- Public relations
- Advertising
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
Each section includes the following insights:
- Ratings from expert auditors
- Results of in-market customer perceptions survey
- Strengths and weaknesses between you and industry average
- Feedback from in-market customers
- Brief suggestions from expert auditors
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.
Visit www.brandauditor.me for more information
This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Presentation: Brand Planning Roadmap for Digital Success
Session name: Integrated Digital Brand Planning
Speaker: Salman Abedin, Consultant & Masters Programme, Media Sciences, SZABIST.
Is Traditional Media Planning In The Digital Age Broken? | Gil Snir, Benchmar...Bench
Presentation by: Gil Snir, Co-founder and CCO, Benchmarketing
Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level?
Digital Espresso Breakfast is an event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing.
Visit www.benchmarketing.com.au for more info.
Strategic Digital Marketing Planning FrameworkAndy Lima
3rd lecture focused on the digital marketing planning framework based on SOSTAC (PR Smith). This lecture aims to help student to build SMART objectives, understand what strategic formulation is, tactical implications, implementation and monitoring.
The Lecture is followed by 2 hours seminars with extra materials, videos and tasks.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Kiosha Boyles showed our members the power and presence of each major social media network. View her presentation for a quick and simple understanding of each platform and how to sign up!
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
Andrew Padnick Advertising and Marketing ProfessionalAndrew Padnick
Andrew Padnick is marketing professional with extensive experience researching and planning advertising campaigns, negotiating contracts, media planning, and brand management.
Getting Strategic with Digital - Analytics and Digital StrategynForm User Experience
Tim Schneider is the Director of Digital Analytics at the University of Alberta. He presented his insights on Analytics and Digital Strategy at the Getting Strategic with Digital conference.
Developing a marketing plan can be a
difficult process if you don’t have any
type of guidance. But efficient and effective planning
is critical to the future of any company or organization.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Today, marketing is more than simply about doing some communications and throwing leads over the wall to sales. It is a discipline that touches every part of the sales cycle – attracting new customers, making them sales-ready, helping close the deal, converting new customers into advocates, delivering long-term repeat sales.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
2. FIRST THINGS
FIRST.
At this early stage in our planning process, this is simply a “yes” or “no” question. We either have a
complete understanding of our primary customer or we need to develop one. Before we can align
around answers and engage in a meaningful process, we will need to have the box checked on this
item. There are many important perspectives in the planning process, but the customer’s perspective
should trump all. NOTE: Answering this first question may require us to slow down the process and do
some additional research before moving forward. We cannot conduct the strategy audit without this
information.
Do we have a research-based, personally
observed,
solid understanding of who our customer is and
what he or she wants?
3. THE LOOMIS PLANNING CYCLE
Our planning cycle operates like a repetitive learning loop
that evolves formally at least annually and sometimes
more often depending on market conditions and
organizational developments. The focus of the process
is on gathering good intelligence that drives insights
leading to strategically sound ideas for moving the
business against measurable objectives. We
implement those ideas, evaluate effectiveness, factor in
new learning and repeat the process perpetually.
While we generally engage in the formal planning process
annually, this very same process drives our daily thinking.
It’s the way we come up with ideas. The intention of the
formal planning process is to create shared
organizational learning and alignment.
The formal process gets everyone on the same page,
doing smart things and pulling in the same direction to
move the business. That’s the planning concept, but our
planning framework for doing the work of building a plan is
more tangible.
The most fundamental and productive exercise we can
engage in at the beginning is to properly identify and
frame
the problem or problems we are trying to solve with
marketing communications. What are we trying to solve,
specifically? Proper framing of the problem allows us to ask
the right questions.
The planning process is driven by asking the right
questions and arriving at the best answers. We use the
customer buying cycle for our planning framework.
4. WHAT’S OUR GOAL??
Our planning process is based on a tried and true marketing model that illustrates the way people buy
things. It’s often referred to as a consumer purchase cycle, and we use it as a framework for planning.
We begin our process with a thorough audit of our current strategy and use the information gleaned from
that exercise to inform the forward planning process. For this process to be effective, it requires a client
champion. It cannot be done effectively by a third party operating at arm’s length. The process is aimed
at creating organizational alignment around the marketing effort for all stakeholders. Anyone whose
contributions and buy-in are important should be included appropriately in the process.
The resulting plan provides directional clarity and focus for the team based on empirical data and the
collective judgments of organizational leadership, and it is also a flexible product. It should be adjusted
to meet significant changes in market conditions, but it should not be changed lightly, and it should only
go forward with team alignment and commitment.
Our goal is to use the customer purchase cycle
framework to audit the existing marketing
communications strategy and develop new
strategic alternatives.
5. As we begin the process of strategic inquiry using the purchase
cycle framework, we will focus on raising and answering
questions that will help expose knowledge gaps, identify
hidden opportunities, and clarify our objectives (objective
setting is part of the second phase—the forward planning
process).
Our first step is to
review the current
plan using the
purchase cycle
framework.
PHASE 1: STRATEGY AUDIT
6. The consumer buying cycle is a useful planning framework
for guiding us through a process of inquiry aimed at asking
the right questions and surfacing and framing problems.
The buying cycle illustrates the way people become
aware of categories, products and brands and their
process for moving toward a purchase. This framework
holds up for every consumer category. The time it takes to
work through the process and the amount of deliberation
at each stage depends on familiarity (first-time vs. repeat
or routine) and the level of involvement associated with
the purchase (high for a home or new auto; low for a
snack or a newspaper).
The goal for marketers is to develop an insight-based
strategy for moving potential customers through the
cycle as efficiently as possible, and to create a large
customer base of brand advocates—those people who
adore you and tell
the world.
When we understand how the buying process works for our
category, we are in a better position to make judgments
about where we can have the greatest affect on potential
customers. We need to understand which sources of
information are used and trusted by customers in our
category, the variables they consider at each stage, and the
ways in which we can impact their decisions at each stage of
they buying process.
This is an important framework not so much because it
carves up the customer’s purchase into neat stages, but
because it forces us to evaluate and consider the way
the customer thinks about the purchase from start to
finish. When we work through this process deliberately we
become much better informed about the customer’s
perspective and are better equipped to spot uniquely
motivating communication opportunities. We’re also less
likely to overlook something important as we build our plan.
The result is a more comprehensive and effective approach
for achieving our goals.
The Buying System framework in the appendix may also be
helpful for guiding this work.
HOW HAS OUR CURRENT
STRATEGY HELPED MOVE
OUR TARGET THROUGH
THE PURCHASE CYCLE
TOWARD OUR BRAND?
7. We’ll conduct our strategy audit sequentially beginning with
Category Awareness and ending with Advocacy. The questions
we have listed on the following pages are just some of the
potential inquiries. The more empirical data we have to support
our answers, the better.
We can supplement our questions with the “Audit 50” questions
where appropriate (Appendix). If questions or answers surface
that are not relevant for a particular stage, we’ll note them in a
“Parking Lot” and return to them at the appropriate stage or time.
We’ll need a scribe to record notes accordingly.
CONDUCTING THE
STRATEGY AUDIT
8. 1. Who are our key rivals?
2. What are their relative ad spend levels?
3. Can we determine share of voice or brand awareness?
4. Who dominates and why?
5. What are competitors doing that lifts the category?
6. Which has the most clearly defined brand position?
7. Which of them is doing an especially good job?
8. Which competitor(s) benefits most from customer advocacy?
9. Who gets the most publicity?
10. Which one gives us the biggest headache?
11. Are there seasonality considerations?
WHAT DOES CATEGORY
ADVERTISING LOOK LIKE?
9. 1. Is our (best) target customer clearly defined?
2. Do we have a research-based understanding of
his or her needs?
3. Have we done a recent ATU study?
4. Do we know our relative brand awareness?
5. What are we the very best at delivering?
6. Do we have an established brand position?
7. How long has it been in place?
8. What is our big brand promise?
9. Is it rooted in customer research?
10. Are we consistent?
11. Does the look, tone, feel of our advertising capture the brand’s essence?
12. Do we know what customers think of our campaign?
13. Do we get spontaneous customer feedback on our advertising?
14. Are our store locations visible and easy to locate and spot? (Do they
help create awareness?)
WHAT DOES OUR BRAND
ADVERTISING LOOK LIKE?
10. 1. Where do customers get information about us?
2. Do we have an explicit plan for facilitating WOM?
3. What are the goals of our PR plan?
4. How effective is our Web presence?
5. How are we using social media?
6. Which media are most effective for us?
7. Are our locations visible?
8. Do we offer compelling promotions?
9. Are we price / value competitive?
HOW DO WE PERSUADE
CUSTOMERS TO CONSIDER
US?
11. 1. Are we certain our products and experience deliver
against target needs and desires?
2. How do we stack up to competitive offerings?
3. Do we have a plan for continuously developing new
products and appeals for our customers?
4. How are we driving trial consistently?
5. Is there a competitor who’s done a particularly good job
doing these things?
HOW DO WE BUILD
PREFERENCE FOR OUR
BRAND?
12. 1. How can customers “buy” us, specifically?
2. Which metrics have we traditionally relied on as indicators
of marketing communications performance?
3. Against which objectives, specifically?
4. Have we measured purchase intent for our brand?
5. How do we compare to category competitors?
6. How does our trial and frequency compare to category
and specific competitors?
DO WE KNOW ADVERTISING
IS GENERATING RESPONSE?
13. 1. Do we know whether or not our brand keeps the
customer promise?
2. Do we use secret shoppers? What do they tell us?
3. Have we performed a 360-audit to make sure all
customer touch points are being leveraged?
4. Is the experience delivered consistently?
5. What do customers rave about?
6. What is our Achilles Heel?
7. How have our sales been tracking?
8. How do particular products perform?
WHAT ARE WE DOING TO
ENSURE THE BEST CUSTOMER
EXPERIENCE?
14. 1. Do we have a formal retention plan in place?
2. Do we know our attrition rate?
3. Do we know why customers defect?
4. Do we know why new users try and reject?
5. Do we have a formal “open loop” process for maintaining
a dialogue with our customers?
6. Can we point to specific learning generated through
intentional customer communication?
7. Do we collect data on our customers, and has it
been profiled?
WHAT DO WE DO TO KEEP
OUR CUSTOMERS COMING
BACK?
15. 1. Do we have a plan for identifying our brand champions?
2. Do we know them when we see them?
3. Do we have a special communications strategy to support
this base?
4. Do we provide special tools to our advocates to help
spread the good word?
5. How do we recognize and reward our advocates?
HOW DO WE LEVERAGE
OUR BRAND ADVOCATES?
16. The second step in our process is the forward planning effort.
We want to take the learning from the audit phase and begin to
construct a new plan—or build in course corrections to the
existing plan—to more effectively drive toward our goals.
Before we begin this process, however, we have to answer
three critical questions.
How do we improve
the strategy for
moving our target
toward our brand?
PHASE 2: FORWARD PLANNING
17. THREE INITIAL QUESTIONS
This is the first significant step of the forward planning
process and time should be invested in addressing our
three initial planning inquiries. Team alignment and
commitment to the answers is important.
Taking the learning from the brand audit process, we’re
seeking to isolate a manageable group of definable and
solvable problems that can be addressed with
marketing communications activities. As we ask the
initial three questions, we need to make sure we don’t
have any critical knowledge gaps; if we do, those gaps
need to be addressed and we need to determine how they
will be handled (more research, an educated guess,
parking lot). The goal for this question is to reflect back
on the audit and the previous chart and think about
the single largest opportunity to make an impact for
the brand.
Do we have an awareness problem that we can solve? Is
our pricing strategy screwing up our value perception? Are
we positioned incorrectly as a brand? Are we getting trial
but not frequency? Are we missing a particular group of
customers? Look over the questions in the “Audit 50”
document in the Appendix as necessary to help work
through the process of setting our single most important
largest opportunity and associated objective is identified,
create a list of additional significant opportunities. Our
planning process goal here is to align around specific
marketing communications objectives – objectives we can
quantify and measure.
The objective-setting step should kick off a collaborative
thinking process aimed at using insights to drive
creative and media strategies for solving the challenges
we’ve identified (1), and achieving our defined objectives
(2). The answers to the third question will begin to surface as
we work through the balance of the strategy planning
process.
What is our biggest challenge, and how
is
the problem properly framed? What are
our additional critical challenges?
What are our marketing
communications objectives? These
should be specific and measurable.
Where should we place more focus and
resources for achieving our objectives?
18. Once we’ve identified our
objectives we need to
begin to think about
implications for our
communications. There
are a great variety of
organizational implications
generated by the
marketing
communications planning
effort. Not all will return
with equal effectiveness.
Which areas can we
afford to focus on, and
which of those are likely to
return the greatest ROI for
the company? Which
areas are essential to
focus on in order to
achieve our goals?
HOW SHOULD WE FOCUS
TIME AND RESOURCES?
19. WHERE DOES OUR BRAND NEED
ATTENTION?
The chart below brings the
purchase cycle concept together
with some of the implications we
just looked at for marketing
communications planning. It
overlays the customer buying
process with some of the major
factors acting on our ability to
move people toward our brand.
It culminates with what we call the
“Brand Nexus,” which is the link
between our external marketing
communication and the
experience delivered for the
customer as a result of various
internal activities. At the point
of experience, external
communications lose most if not
all of their ability to influence
customer perceptions and choice.
In essence, the customer
experience is the brand. Factors
such as the product quality,
facility appearance, operational
performance, and price/value
relationship take on greater
importance as the customer
engages more deeply in the
purchase process. Retention and
loyalty activities only make sense
once customers have already
become fans of the brand. The
ultimate goal is to create
authentic customer advocacy.
As a starting point for the planning
process, we should first think about
where our brand needs the most urgent
attention, and where our attention is
likely to yield the biggest impact.
20. AND NOW WE
WRITE.
1. Problems that must be addressed, framed properly
2. Specific, measurable marketing communications objectives
3. Description of the purchase cycle for our category and brand
4. Opportunities surfaced through evaluation of the purchase cycle
5. Competitive comparison
6. Rich target description
7. Brand positioning statement (our brand promise)
8. List of organizational implications for making that promise
9. Creative strategy for communicating our promise effectively
10. Media strategy for building and sustaining brand exposure
11. Annual budget
12. Executional calendar containing tactical elements
12 components of the written plan:
21. APPENDIX
1. Articulated LOOMIS Customer Purchase Cycle
2. The Buying System framework
3. “Putting People in Your Plan: Why Marketing and Human Resources
Should Share an Office,” LOOMIS White Paper
4. “Customers First? Not so Fast.” BARK! by LOOMIS
5. “Why Your Customers Don’t Want to Talk to You,” Matt Dixon and
Lara Ponomareff, Harvard Business Review
6. “A CURE FOR EXPERIENCE: INTELLIGENT NAIVETY” by
LOOMIS
23. THE PURCHASE CYCLE IS A
TRIED AND TRUE MODEL
Represents all consumer
interactions
Duration and deliberation
at each stage varies
Low-involvement vs.
High-involvement purchases
Framework for a process
of strategic inquiry
24. IT’S THE WAY WE BUY,
AND BUY AGAIN (OR DON’T).
“I want to find a quick place
for lunch.”
“McDonald’s has a new burger.”
“DQ and Whataburger sound
good, too.”
“But I like DQ’s treats best of
all.”
“I think I’ll make a left and go
to DQ.”
“This burger is great, and the
new Blizzard is delicious.”
“I’ll come back again next
week.”
“I’m joining the Blizzard Fan
Club,
25. HOW DOES IT HELP US MAKE
MARKETING DECISIONS?
Learn how best to direct
customers toward our
brand as they move
through purchase cycle.
Determine where we can
make the greatest impact
with our resources.
26. HOW DO WE BECOME
AWARE OF A CATEGORY?
“I want to find a quick place for
lunch.”
Driven through routine, impulse,
solution, lifestyle, or blend.
Driving category awareness is
generally cost-prohibitive.
Previous experience
Word-of-mouth
Competitive advertising
Publicity
27. WHAT MAKES US
AWARE OF A BRAND?
“McDonald’s has a new burger.”
Exposure through a variety of
paid and non-paid
communications and social
interactions.
Brand advertising
Previous experience
Word-of-mouth
Brand publicity
Facility (drive-by)
28. HOW DO WE CONSIDER A
BRAND?
“DQ and Whataburger
sound good, too.”
Collect and evaluate
information; compare available
options.
Brand advertising / promo
Previous experience
Word-of-mouth
Price / cost
Publicity
Facility
Convenience
29. WHY DO CUSTOMERS
PREFER A BRAND?
“But I like DQ’s treats best of
all.”
Functional and non-functional
benefits drive preference.
Rational benefits
(Functional)
Emotional benefits
(Non-functional)
Previous experience
30. PURCHASE INTENT JOINS
BRANDING AND RESPONSE.
“I think I’ll make a left and
go to DQ.”
Interest and motivation become
actionable as customer decides
purchase will meet need / desire.
31. WHAT HAPPENS AT
POINT OF PURCHASE?
“This burger is great, and the
new Blizzard is delicious.”
Experience either meets or fails
to meet customer expectations.
Product quality
Facility
Customer service
Value perception
Various factors
33. THE HOLY GRAIL:
CREATING BRAND ADVOCATES.
“I’m joining the Blizzard Fan Club,
and bringing my buddies!”
Peer-to-peer “brand talk” is
valued twice as much as
information received through
other sources.
34.
35. Contact Mike Sullivan for more information.
Theloomisagency.com
(972) 331-7000
Dallas, Texas