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introauditplanbudgetconnectcreatemaptrainby
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Are you oVerLoADeD, overspending, underperforming or just surviving? Be a Media Realist
by t w e a k i n g y o u r p l a n , r e i n v e n t i n g y o u r s e l f o r s t a r t f r o m s c r a t c h . J o s h u a M a t t h e w s – a
M e d i a R e a l i s t – o f f e r s M u l t i F a m i l y H o u s i n g p ro v e n s t re a m l i n e d re s u l t s t h a t i n c re a s e s t h e
b o t t o m l i n e . B u i l d l o n g - term brand equity with integrity, commitment and results.
J o s h u A M At t h e w s ,
Multi Family Services
intro
auditthe MArketing AuDit is an essential measurement of the marketing planning process. It is performed
not only at the beginning of the process, but also at a series of points during the implementation of the
plan. The marketing audit considers both internal and external influences on marketing planning, as well
as a review of the plan itself.
Owners and Managers invest in a broad array of media sources. It is imperative to evaluate and measure
the effectiveness of current media investments as well as provide ideas and solutions on how to revise
plans and maximize the investment. Remember, it’s not just about the price you pay, but the quality of the
media you are getting, too.
planA strAtegic MArketing pLAn forms a system that ensures a consistent approach to offering your
product or service in a way that wi l l outsel l the competit ion. However, in def in ing the market ing strategy
you must also have a well-defined methodology for the day-to-day process of implementing it. It is of little
value to have a strategy if you lack either the resources or the expertise to implement it.
In the process of creating a marketing strategy you must consider many aspects. Each strategy must
address some unique considerations, whether anticipating and applying the ways of traditional media such
as print evolving, or capitalizing on the latest new media innovations.
Following are some of the media channels used, integrated or individually, to help clients build deep and
long-lasting relationships with consumers: internet | social | Video | Mobile | Digital | Multi–cultural |
signage | referral | event | Direct | radio| tV | print
The goal is always to recommend sustainable methods for clients to build relationships with consumers
through the right media mix.
budgetA MArketing buDget is an assessment of projected costs to market your product or service. The
cost in a marketing budget will be allocated to the campaign and the media to be employed. Research is
necessary for the cost assessment to be realistic as possible. Failure to properly price and budget your
marketing plan could lead to problems. While inadequate funding for such items as equipment or staffing
may immediately come to mind when budgeting for the whole business, it’s the lack of a properly structured
marketing budget that dooms many marketing plans and campaigns.
connectthe custoMer connection is vital in building a strong lasting relationship between the customer,
owner, manager and brand for benefit of optimal financial performance. Connecting with the customer
can be visible on many levels from the first impression – “greeting” – to optimizing search engines online
that better connect you with the customer. Do you know the key words your customer’s searches for your
product or service online? Are you in a niche neighborhood, offer specialized custom amenities, features
or simply at the best rental price point in the market? All of these components play a vital role in effectively
connecting with your customer.
You will begin to earn this trust when you’re able to answer the following key questions.
1. who is your target customer?
2. what are they looking for?
3. where do they look for you?
4. when do they look for you?
5. why should they choose you?
6. how do you want them to engage with you?
Customers buy from those they like, trust and find truth in the brand messaging. Consistency in the brand
messaging is paramount in developing long-term brand equity.
createthe creAtiVe DeVeLopMent process begins with immersing ourselves in your product, service and
target audience. The creative process of advertising is guided by specific goals and objectives and requires
the development of a creative strategy or plan of action to achieve the goal. Creative strategy development
is an assessment of the marketing and promotional situation and a determination of what needs to be
communicated to the marketer’s target audience. The challenge is to find a major selling idea and use it
as a guide to the development of an effective creative strategy. The creative strategy process is achieved
by completing a creative design brief. The creative design brief is essential because it is the method of
interviewing the brand – positioning stage, with creative – concept stage. Making certain the final creative
concept is embedded in branding – positioning, because it is all about how your brand is perceived in the
market. It is imperative to create resilient shelf life in the brand, so your product and service will always
have the spotlight on the shelf. Campaign marketing has expiration dates, so it is important to replenish
your campaign marketing with the most current innovation trends.
mapwith MApping, whether you are a small, medium or large business, you will get massive benefits.
Strategic map planning places your key priorities order and works towards the goal with a set direction,
responsibility of date, time and will inspire the team to stay focused. Using the mapping technique, you
can successfully scale the plan by identifying goals that are short- and long-term and then fill in the details
using the marketing channels to develop a complete strategy. Strategic plans using this mapping technique
will provide great overview to circulate the word out to everyone to move in unison in the same direction
to maximize your results.
traintrAining DeterMines the success of the audit, plan, budget, connect, create and map. They are
all dependant on how effective training is. The brilliant marketing idea and plan will not be of any use if
you aren’t consistent, organized and dedicated to implement it. These goals will only be achievable by a
well-trained team of sales and marketing professionals. The term training stems from the acquisition of
knowledge, skills and competencies as a result of teaching. Train the plan, so the plan will work.
byJ o s h u A M At t h e w s - MuLti FAMiLy serVices
Address: PO Box 561 Greensboro, NC 27402
phone: 336.879.2332
cell: 972.974.1972
email: [email protected]
website: mediarealist.com
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