In one of my previous roles as an in-house marketing specialist & member of the innovation task force, I was responsible for the development of new products, strategies and tactics that would attract the right audiences, drive loyalty and extend our customers’ life cycle so we could sell more over a longer period.
Later on, when I started working for an agency, my clients would all ask me questions like: "Where can I find clients for my products?", "How do I know if social media, event marketing, or direct sales is right for me?" or "Why are my sales results struggling?" There are no ready-made answers to these questions, however, to get to the answers there is only one approach: research. By having an eye on the market, you will know which competitors are out there, how they position themselves, and how you can differentiate yourself. Moreover, proper research will give you insight into your audience's characteristics, needs and behaviours. Maybe you turn to Instagram to create awareness because it is trending, but your audience uses Twitter. Or, maybe your audience isn't social media minded and engages in network meetings and seminars. Maybe they like to be addressed in a more sophisticated way, while you are developing bold messaging. Some say 'knowledge is power', but in this case, knowledge also saves you money. It prevents you from wasting your budget on ineffective channels and strategies.
It's like solving a puzzle where all the pieces need to fit in the right place. If a piece doesn't fit, you tweak it, and you keep on testing and monitoring until it fits perfectly. That is your one way of fine-tuning your offering and engaging with the right audience that will stick with you for a longer time.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half“
- A famous quote, often used in marketing & advertising, by department-store magnate John Wanamaker.
I can help you with
mapping your own organization’s position, strengths, and weaknesses
understanding the competitive landscape and finding the empty space
identifying target customers and analyzing & understanding their needs and desires (audience personas)
defining your value proposition and positioning
developing your market approach
selecting the proper marketing channels
creating guidelines for your communication (content marketing)
implementing your strategy
Let's talk about your requirements & challenges over a cup of coffee.