“If you don’t know where you’re going, any road will take you there.”
- From “Any Road” by George Harrison
At its most basic, marketing is no more complex than deciding where you want to go and figuring out how you’re going to get there. Yet the world is full of marketing programs that have no sense of direction – or worse, set off one way only to reverse course if the marketing landscape – or the CEO’s mood – changes.
Marketing – like building a brand – requires persistence. A commitment to pursue a goal until you reach it. And that means that the most important part of any marketing initiative is the beginning: the thoughtful setting of goals; a thorough analysis of market conditions; and a detailed plan for reaching the destination.
Here’s where creative insight and experience can really pay off.
Imagine a successful business trying to double sales. If research shows weakness among competitors, an effort to steal share might be best. Or if analysis showed a population of underserved customers, targeting advertising to that audience would capture them.
But what if competitors are strong and the market fully penetrated? Trying to double sales in that environment will cost you money. You need to change the game: expand into regional or national; bundle products or services to increase share of wallet; or explore lower-cost channels to improve sales efficiency. Sometimes, increasing profitability is smarter than increasing sales.
There is no one right answer. But we can help you explore all your options, identify your best opportunities and execute a winning strategy.