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Without a well-defined strategic roadmap your marketing efforts will be dissipated.
I've been in business for more than 20 years and before I decided to concentrate my skills around design I held a number of different marketing roles within the advertising and promotion industry. I've been a marketing manager, an
account director, a creative director and a sales manager. All these positions required that I achieve a measurable result . . . specifically, an increase in sales.
It has been my time on the "frontline" that I believe gives me the edge in the work I now do here at RedK helping businesses get more bang from their design and marketing budgets.
Working in advertising agencies taught me how to approach the management of a company brand so that it remains on-target and coherent across all communication channels. The one common mistake that I see so many businesses making, is their lack of a concise strategic and tactical
plan that serves to govern all marketing spend.
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I've had the pleasure of working with many companies on their marketing and communication strategies - here are a few that I've worked with recently:
If I was to boil down my approach to marketing communications into one principle it would be centred on the concept of Positioning Strategy.
Now, you'll find a number of different definitions about what Positioning is and how it works but I'm very clear about how I use this concept to help my clients. Essentially,
I don't design or build a single piece of marketing collateral unless there has been a discussion about the clear value proposition that is being presented to the marketplace by the new marketing piece in question. And that proposition needs to be sufficiently differentiated so
that it elevates the offer above those of direct competitors.
Depending on the ambitions of the client or project this discussion can be a very concise exchange. But if there is a serious intention to measurably build sales then a more
dedicated process of strategic development is called for.
Along with a couple of expert colleagues of mine, we have developed a process that we call BrandPlan. The BrandPlan approach serves to give clear
definition to any marketing communication initiative or design project. By undertaking this street-smart process, you ensure that your marketing budget is spent in a cohesive and effective manner.
BrandPlan is an affordable process that helps small to medium sized businesses establish a clear marketing roadmap that is designed to build sales. If you want to stop wasting marketing dollars on underperforming tactics then please take a closer look at how this service can help
you lift your marketing performance by clicking on the button below.
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Sam Strati - Brand Catalyst |
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