Tag Archives: marketing

Marketing Plans Require an Opportunity Analysis

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Before doing your next marketing plan, you need to do an opportunity analysis. The analysis will help you lay the foundation for your marketing and communications activities.

If your primary target is the consumer market, think about how they are distinguished by demographics, income and other preference variables. If your primary focus is on business markets, understanding customer end-users’ characteristics is important.

No matter who your customers are, you need to ask yourself these questions. Why do people buy from your company instead of competitors? What benefits do you offer, at what price and to whom? Think about specific features and benefits you offer. What specific market segments can you reach that are not currently being addressed well by competitors? And, how does your marketing and communications mix compare to others?

Successful marketing and communication efforts result from careful strategic analysis and comprehensive planning.

Marketing in a Slow Economy

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Marketing is a core function for all business. Slashing budgets – marketing, promotional and publicity – actually will worsen your company’s performance. If you lower your visibility in the marketplace, your competitors are just waiting around the corner to carry off your customers.

The right marketing, promotions and publicity in the right place at the right time will make a big impact on your sale efforts. You need to be proactive (online and offline) and to effectively communicate your capabilities, uniqueness, competence and customer service.

Outperforming your competitors requires solid branding and marketing knowledge. Your company, products and service positioning depends on the formulation and implementation of an intelligent and aggressive strategic marketing plan. Building and managing a strong brand takes careful planning and ongoing actions especially in a struggling economy.

Want to Capture Customer Loyalty?

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Customer loyalty and commitment is the key to success in today’s competitive environment. Your brand strategies need to be relevant, have a differentiated offer and reflect values that are credible and believable. This is only achievable by ensuring consistency in product and service quality with your brand promise.

An effective branding strategy creates the kind of loyalty that leaves customers indifferent to the advertising and marketing factors of your competitors.

Your branding strategy will be more successful if you closely target your market. Focus on getting your company name and advertising in front of your current customers and best potential customers.