You've seen dozens of articles on the latest ways to optimize marketing assets and get your message in front of your targeted audience. But before you can get the most value from any of those tactics, you need to clarify your marketing strategy.
That way, when your marketing succeeds, you'll get the business results you want.
RESULTS.com President Stephen Lynch shares our proven best practices to help you clarify the following strategic decisions:
Strategic Position: The niche within your industry that you “own”. The concept you want your customers to think of when they hear your brand name.
3 Key Benefits: The functional, economic, and emotional benefits that your marketing needs to communicate.
Brand Promise: The blunt, overt, compelling offer you put in front of your target market customers to help them understand what they will experience when they deal with you.
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Meaningful Marketing - Marketing Strategy Webinar
1. Meaningful Marketing
Best practices based on research and 20+ years of real-world
experience helping clients execute their strategy and win!
Presenter: Stephen Lynch
Role: President, Head of Strategy at RESULTS.com
Linkedin: linkedin.com/in/stephengeoffreylynch
Slides: results.com/slides
Software Demo: results.com/demo
2.
3.
4. Meaningful Marketing = Strategy
Best practices based on research and 20+ years of real-world
experience helping clients execute their strategy and win!
Presenter: Stephen Lynch
Role: President, Head of Strategy at RESULTS.com
Linkedin: linkedin.com/in/stephengeoffreylynch
Slides: results.com/slides
Software Demo: results.com/demo
5.
6.
7. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
10. Your product/service has more clarity & focus
(you know who you are building it for)
Marketing communications are more effective
(you know who you are talking to)
Target customer perceives you as the expert at meeting
their needs - “This company is talking to me”
(they are more likely to choose you)
When you have a clearly defined Target Market
11. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
13. Strategic Focus
What do your target
customers value most?
Value Discipline
(Generic Strategy)
Company examples
Low cost
Consistency
Speed
No hassles
Operational Excellence Southwest Airlines,
Walmart, Fedex
State of the art
Products and Services
Product Leadership Apple, Gillette, BMW
Customized products
Personalized solutions
Customer Intimacy Zappos, Nordstrom,
Ritz Carlton
14.
15. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
17. “The difference between successful people
and very successful people
is that very successful people say "no"
to almost everything”
Warren Buffett
18. “Many managers do not
understand the importance
of having a clear strategy.
Strategy is about
making trade-offs.
The essence of strategy
is choosing what NOT to do.”
19. “The difference between successful people
and very successful people
is that very successful people say "no"
to almost everything”
Warren Buffett
20. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
22. Marketing is not finding clever ways to
sell what you make. You need to:
1. Clearly differentiate your brand’s
positioning
2. Get closer to your target customers
by adding superior value
Professor Philip Kotler
23.
24. Best quality
Best products
Best service
Best people
“You don’t win the marketing war with a better
product or service, you win with better positioning”
27. “Halo effect”
Create a niche in your industry
where you can legitimately
position your leadership
People subconsciously
assume that “leader = best”
28.
29.
30.
31.
32. Stake out a “position” in your industry
(or create a new category) in which you can authentically claim
your “leadership” or “meaningful point of difference”
Leadership does not necessarily mean being first or biggest:
• You can lead a niche category in your industry
• You can lead in a geographic location
• You can lead by having a meaningful point of difference
37. “If you can’t state your position in 8
words or less, You don’t have a position”
38. State your Strategic Position
State your Strategic Position (in 8 words or less)
39. ★ A concept you can “own” in the target customer’s mind
★ An industry category or niche that no one else owns
★ Meaningful and remarkable to your target customer
★ Position your leadership, or meaningful point of difference
★ Authentic. No BS. Your customers must experience it
★ Narrow your focus. Stand for one thing
★ Don’t try to be all things to all people
★ Delight the few to attract the many
★ Sustainable even if product/service evolves over time
Strategic Positioning - best practices
40. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
42. ECONOMIC benefits
Value in time or money
“The rational justification”
FUNCTIONAL benefits
Utility
“The job your brand performs”
EMOTIONAL benefits
Meaning
“How you make them feel”
43.
44. Functional Benefit:
– Hybrid car = uses less petrol = better for the environment
Economic Benefit:
– More expensive to purchase, but more economical to run
Emotional benefit:
– Tells the world - “I’m a good person”
45. “The modern brand doesn't seek to own a single attribute,
it seeks to own a single attitude" Jim Stengel - Procter & Gamble CMO
46.
47.
48.
49.
50. EMOTIONAL benefits
Meaning
“How you make them feel”
Brand
Promise
ECONOMIC benefits
Value in time / money
“The rational justification”
FUNCTIONAL benefits
Utility
“The job your brand performs”
51. What is your #1 benefit in each category?
Type of Benefit The #1 Benefit our brand offers in each category
Functional
Economic
Emotional
52. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan
54. EMOTIONAL benefits
Meaning
“How you make them feel”
Brand
Promise
ECONOMIC benefits
Value in time / money
“The rational justification”
FUNCTIONAL benefits
Utility
“The job your brand performs”
55.
56.
57.
58.
59.
60. “If you can’t explain it simply,
you don’t understand it
well enough”
61. State your Brand Promise
State your brand promise (in <140 characters)
62. ★ Designed to delight your ideal target customer
★ Blunt and obvious to as to what they can expect to receive
★ Authentic. No BS. Your customers must experience it
★ Back up your promise with real reasons to believe
★ Sustainable even if product/service evolves over time
★ Brand promise should be hard for your competitors to copy
operationally (because you have built a unique operating
model to deliver brand promise in a truly excellent fashion)
Key Benefits & Brand Promise
best practices
63. Your Strategic Position, Key Benefits and Brand Promise
are the key ingredients in a creative brief document
you would provide to an external branding agency
(where applicable)
How your marketing strategy is actually executed
verbally, visually, and experientially in the marketplace,
is derived from these key strategic decisions.
64. VISION
Core Values
Core Purpose
BHAG
STRATEGY
Target Market Customer
Value Discipline
Core vs. Non Core Activities
Strategic Positioning
Key Benefits
Brand Promise
3 to 5 Year Strategic Moves
EXECUTION
Numerical Targets
SWOT Analysis
Current Strategic Projects
Metrics (Key Performance Indicators)
RESULTS.com Strategic Plan