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Marketing Implementation
From Strategy to Execution
Prepared by Market Directionswww.marketdirectionsmr.com
For more information contact: Mary Malaszek,
617-323-1862
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ABOUT Marketing
ABOUT Market Driven
“Marketing is too important to be left to the marketing people. “ ---David
Packard Founder, HP
David Packard’s quote is not a slight against the profession, it demonstrates
the importance of marketing at the C level where marketing is embraced as
a key driver in the company’s success.
“Business has only two functions — marketing and innovation. “ ---Peter
Drucker
“Listening to customers must become everyone’s business.” ---Tom Peters
Market driven companies approach marketing from the view of the customer. Theyfocus on customer satisfaction, managing the customer experience, customer retention,and customer lifetime value. Being market-driven presumes that when customers aredelighted, revenues, profits and growth will ensue.
Having a thorough understanding of market environment and consumer needs is implicit
to being market driven. What are the advantages? Research has shown that market-
driven companies:
- are 31% more profitable
- bring new products to market twice as fast
- enjoy 10-20% higher customer satisfaction levels
Market Directions and Modern Marketing Consortium will work with Autism Care, Inc. to
build and benefit from a market-driven perspective, both at the strategic and tactical
level.
Being MarketDriven
StrategicProcess
StrategyDevelopment
IntegratedMarketingPlan
Executiongthe Plan
Measure andAdjust
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Marketing Research
This is an imperative step to understand
external environment: the customer, the
competition, and trends that can impact
how you do business and how customers
respond to your business.
The Customer
Engaging customers with your product or
service provides you with an
understanding of their needs (expressed
and emerging). Secondary, and primary,
research to better understand the target
audience and their needs discovers how
the market is segmented and the unique
needs within each of those segments.
ABOUT Strategic Planning Process
Excelling on one half of the spectrum, but not on the other will not allow you to reach your growth
targets.
Strategic planning leverages marketing concepts and research to better influence the outcomes of
your marketing efforts.
---------------- Strategy -------------------------------------- Execution ----------------------------------
ABOUT Strategic PlanningThe Competition
The competitive environment: the key
players; their value propositions and
positioning; target markets; pricing; and
how they reach customers is imperative in
understanding how customers will value
you relative to the competition. A SWOT
analysis lays the ground work to be able to
adjust and improve.
External Environment
Reviewing trends in demographics,
government regulations, technology, and
industry developments, keeps your
informed touch in order to react to
outside forces.
Digital Footprint
What is your digital footprint? What do
people discover about you and your
competition when they search? Are you
everywhere your competition is? Are you
everywhere your customers are?
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ABOUT Strategic DevelopmentOnce consumers and the marketplace are fully understood, then a customer-driven
marketing strategy can be developed. In developing the strategy, the optimal
Marketing Mix is considered, traditionally known as the four P’s. However in the
age of Modern Marketing is converted in to the four C’s of “Consumer Oriented
Marketing” This involves determining strategies with regard to:
2. Product----------------- Consumer
Create and provide products and
services tailored to the needs,
wants and demands of target
consumers.
o Needs--- States of felt
deprivation
o Wants--- the form human
needs take as they are shaped
by culture and individual
personality
o Demands--- human wants that
are backed by buying power
3. Placement ---------- Convenience
Deliver the product or service to
the customer in the means that is
easiest to them.
Online on premise
Make websites navigable, and
easy, keep privacy in mind.
Align channels to customers buying
preferences.
1. Pricing----------------- Costs
Consider the entire cost to the
customer, the cost of shipping, the
cost of time, the cost of getting to
the store.
Pricing in terms of value to the
customer.
Is pricing part of your marketing
strategy? Cost leader or
discounter?
3. Promotion --------Communication
Two way communication.
Promote and communicate where
target customers are.
Develop customer feedback loop
Focus on branding as it relates to
selling more products/services.
Create a Unique value and selling
proposition.
Customers see themselves as buying value or solutions to their problems. And customers are interested in
more than just the price; they are interested in the total costs of obtaining, using, and disposing of a
product. Customers want the product and service to be as conveniently available as possible. Finally, they
want two-way communication. Customers set up a hierarchy of values, wants and needs based on data,
opinions, word-of-month, and previous experiences. They use that information to make purchasing
decisions.
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ABOUT Building an Integrated PlanMarketing and Sales Funnels
Transition from the strategic to the tactical. Build a marketing funnel, which depicts the process from contacts to
leads through to the various stages of the sales process, to create buyers. The integrated plan must employ various
marketing tactics and initiatives to support the marketing objectives of building awareness, generating leads, and
making the sale then, nurturing customers to create repeat business, brand superiority and ultimately customer
advocates.
Marketing Objective
An effective marketing program blends each marketing mix element into an integrated marketing program
designed to achieve the company’s marketing objectives by delivering value to consumers. The marketing
mix constitutes the company’s tactical tool kit for establishing strong positioning in target markets.
BuildAwareness
Generate Leads Support SellingGenerate Loyal
& RepeatCustomers
Funnel graphics from: Changing Dynamics – The Rise of New B2B
Marketing Funnel: Cladius Cloud, MarketingAutomation Blog
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ABOUT Building an Integrated PlanBuild Awareness
Traditional Marketing Public Relations Direct Marketing Digital Marketing Thought Leadership
Generate Leads
How many do you need? Create goal to measure against. Compare and contrast to competition Process in place to capture leads Sales ready, follow-up with appropriate communication List building, lead campaigns, integration with d-base or CRM, marketing
automation platform.
Support the Selling Process
Create process to follow-up inquiries. Personal Touch Drip Campaign Ensure Privacy Measure and Tract through the buying journey
Generate Repeat Business/Renewals
Reputation management Follow online, social chatter Ask for referrals Ask for testimonials Create case studies Capture and funnel back customer feedback for enhancements and
innovation
The plan must detail time, budget and responsibility specified for each item.
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ABOUT Executing the PlanMarketing Plan Execution
Now its time to take everything you know about your customers, your markets, your competition and put
you plan into action that will reach the correct audience. The writing, vendor selection, and work begins.
Budget and practical limitations are the only barriers to putting a plan in place. Consideration should be
given to traditional marketing tactics along with your digital marketing. Additionally, your approach needs
to be flexible and adaptable to changing business conditions.
ABOUT Creating the PlanCreating a Marketing Plan
An actual marketing plan is beyond the scope of this paper. This paper highlights the
strategic elements that go into producing the optimal marketing plan for your unique
business.
A Market Plan would consist of how you would generate awareness, attract and engage
customers and ultimately get them to buy. Marketing Plans consist of both traditional
marketing techniques along with digital marketing platforms.
Briefly, you would implement your strategic plan with:
Public Relations
Promotion--- TV, Radio, Print
Marketing Collateral
Direct Marketing
Telemarketing
Event Marketing
Digital Marketing, Including:
Web Content Development for Optimal SEO
Pay Per Click Campaigns
Blogs
Case Studies
Articles
White Papers
Email Marketing
Banner Ads
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Create a Content Management
Calendar
Your digital marketing campaign will
consist of content--- content in the form
of website text, blogs, articles, … etc.
Strategically placing this content in
frequency and place is paramount.
Use Project Management Tools
Collaboration with your internal
marketing and any vendors you hire to
assist is important. There are many
project management tools that
collaborate across ”the cloud,” which will
help keep track of topics and content to
be published.
Create a Sales Tool Kit
General FAQs
Compelling value proposition
Messaging guidelines
Proof points
Objection Handling Guide
Pricing information, allowable
discounts
Overview of competitors
Referenceable customer list
Marketing collateral targeted by
market segment, product line,
etc.
Information on upcoming
promotional and other
marketing activities
This paper is mostly about strategy. How the right strategy will help you to create and implement the best
marketing plan for the right customers in the right places, who are ready buy or at least investigate your
product or service. Modern Marketing has transitioned from the manipulation of customers’ minds to
serving customers’ needs. A strategic process that includes research must be part of the marketing
planning process in order to be successful in a complex business environment.
ABOUT Measuring and AdjustingMeasure and Adjust – with a Focus on Marketing ROI
Measuring effectiveness on digital and traditional marketing efforts is paramount to adjusting as you move
forward. Create tools including daily updates, dashboards, reports. Additionally, you should create a model
that measures your marketing ROI because marketing is an integral part of the organization’s profitability.
Furthermore, the key to success lies in flexibility, the ability to adapt your strategy to changing business
conditions. Creating the feedback loop from customers assists in remaining flexible to service their needs
and can also help innovation.
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This paper was prepared by Mary
Malaszek of Market Directions.
Market Directions is s a full
service custom market research
firm that helps companies to
identify and clarify distinct
marketplace opportunities.
Together with our partners at
Modern Marketing Consortium
we function as a full service
digital marketing agency, with
an emphasis on strategic
planning.
Modern Marketing Consortium
is a diverse group of creative
problem solvers. A proven
team of corporate executives,
businesses, consultants and
designers who know how to
plan for, design, implement and
deliver marketing that converts
lookers into prospects ready to
buy and ultimately become
loyal customers.
Please contact Mary [email protected] orvisit our website atwww.marketdirectionsmrc.omwww.mmcdigital.com
Market DirectionsBoston617-323-1862©2015 Market Directions
