Our Six Step Process towards your Integrated Marketing Strategy:

Step 1: Assessment

• What are the biggest challenges facing your business?
• Clarify your business objectives both online - offline
• Current marketing efforts – How are markets targeted?  How are products communicated, priced and distributed for each target market?
• Branding - What is your company’s branding strategy and its major product lines?
• Sales strategy - How are target markets approached?
• Promotion strategy - What is the company promotion plan?
•  Online strategy – How does your marketing and sales strategies translate online? Are you reaching those that you are targeting?
• Social media assessment - Determine how you can utilize social media (e.g. blogs. podcasts) to effectively reach your target  
• Business strategy and revenue model – How do your current strategies translate to revenue?

  
Step 2:  Branding

Branding Focus Session:  three+ hour working session(s) among Client’s senior staff with the following objectives:

• Clarify the corporate/organization identity and values
• Outline your perceived benefits and advantages over your competition
  • clients buy solutions to their problems and ways to achieve their goals
• Overview of “What is my Brand and what does it stand for?” - “What is the current image of your product by the client?”
  • gather client impressions and positioning of Company Brand
  • design Marketing Research (optional) for your target markets
  • analyze the difference between your Perceived Brand and your Client’s image
• Determine your USP (Unique Selling Proposition)
• Draft tagline(s)
• Outline Why the Company? - “one pager” of competitive advantages
• Clearly define and gain agreement on “What is your Defined Brand?”
• Based on the Branding, outline marketing approaches and target markets for the client

Step 3: Positioning - Focus Sessions: three+ hour working session(s) among Client’s senior staff that has the following objectives:

• Find the way “to get your brand into the client’s mind”
• Determine the positioning of major competitors in the market -the way the product is defined by the customer relative to other products 
  • Develop a Competitive Analysis (optional):
• audit the marketing communications of major competitors to determine the range of “values” and strategies that drive the product category
• how competitors "position" themselves
• what positions are claimed, how strongly, and which are not claimed, hence available
• Determine Positioning of your Brand in the prospective Client’s mind – Marketing   Research (optional)
• Design a Positioning Strategy
• What is the first Brand in the client’s mind?
• Power of the Name
• Identify your strongest strength and use it to position your product
  • solve problems vs. provide benefits to customers

Step 4: Marketing Mix - Consultations with client’s senior staff to:

• Brainstorm new revenue generating marketing strategies
• Determine mix of marketing tools
• Advertising media (online and offline)
• Print
• Social Media (blogs, social networking, podcasts, streaming video)
• Public Relations
• Direct Mail
• Networking 
• Interactive Events – workshops, tradeshows
• Online marketing
  • website
  • ecommerce
  • search engine optimization (natural, pay per click)
  • email marketing 
• Develop Integrated Marketing Campaign Strategy
• Timeline and venues to position your Brand

Step 5: Integrated Marketing Strategy Plan -Consultations with client’s senior staff to:

• Define your company’s short and long term needs and goals  
• Identify the products or services that your company provides
• Identify your target buyers/end users
• Establish the marketing category (e.g., fast food purveyor, high-end audio equipment sales, etc.)
• Determine whether your company will be a market category leader, follower, challenger, or niche player
• Describe the unique characteristics of your products or services that distinguish them from the competition
• Define whether your pricing will be above, below, or at parity with your competitors and establish whether you will lead, follow, or ignore changes in competitors' pricing
• Identify the distribution channels through which your products/services will be made available to the target market/end users
• Describe how advertising and promotions will convey the unique characteristics of your products or services
• Describe any research and development activities or market research plans that are unique to your business
• Describe the image or personality of your company and its products or services

Step 6: Feedback, Evaluation and Redesign
Ongoing changes ensure the effectiveness of your Integrated Marketing Strategy.

• Feedback from customers – formal, informal, survey, response to product/service
• Evaluation- determine the interaction of different marketing tools and propose changes
• Redesign
• Implement