Good marketing strategy requires rolling the sleeves and getting dirty. We came across organizations too often that work with marketers or agencies feeling they were making it up as they went, then playing a game of CYA by saying it couldn't be quantified and presented a plan with 6 bullets in an email. Well, next time we honestly hope they have them make it up somewhere else.
Our marketing planning and strategy is rooted in doing everything in our power to make sure we know where we're going, why and how we're going to get there (Duh...). Brainstorming is great, as a first step, but marketing strategists cannot be afraid of crunching the numbers and doing the research. Analysis and plan development is the first step in making sure we get the best results in the shortest amont if time. Oddly, it's typically lacking in the industry and it's even less common in the action sports and outdoor adventure space.
Our focus is on campaigns that measurably improve client awareness, perception, relationships and loyalty. We believe in integrated, programmatic strategies that achieve their objectives on an ongoing basis. Therefore we have to clearly articulate the plan's alignment to the organizational strategy, brand and how they're communicated. We'll set clear and measureable marketing and campaign objectives with the ability to optimize activities over time. Our goal is to remove the mysteries usually associated with strategic marketing. There is nothing sexy here… It’s about hard work. As a result our customers know the road their on and how to stay the course. They know who they're targeting and how best to reach them. Finally they will have a clear marketing framework and roadmap of activities.
Marketing Strategy:
- Development of marketing goals and metrics
- Business, market and competitive analysis
- Marketing research development and analysis
- Audience segmentation
- Differentiation, customer persona and value proposition development
- Analysis of marketing tactics and benchmarks
- Marketing mix and resource determination
- Marketing schedule and calendar creation
- Communications and messaging strategy
- Key word and phrase analysis
- Customer relationship management strategy
- Marketing operations process development