marketing

What experience do you deliver across every area of the marketing mix?

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8. Your brand-customer experience Each area of the brand-customer experience or marketing mix contributes to your objectives – Product, range, packaging and innovation cycle – Service proposition and innovation cycle – Price and promotional pricing – Place/Distribution – Place/Store & Online environments – People – Process What do you need to do differently in order to achieve your […]

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Is your customer value proposition designed to achieve objectives?

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5. Customer value proposition What is your customer value proposition? What is your offer to customers that is of value to them and will increase their value to you over time?  What are their unmet needs and problems that your brand and business can solve?  What are the products and services, important elements of the experience/marketing

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Which markets and customers will help you meet your objectives?

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4. Which markets and customers will help you meet your objectives?  Current, new or lapsed customers Are you targeting current, new and/or lapsed customers? What are they doing currently vs what you want them to do? e.g. switch brands, buy more from you and less from your competitors, use more of your product across more occasions

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Establish performance measures and process

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2. Establish performance measures and process Once you’ve set objectives, you need to make sure you have set performance measures and process for measuring and actioning.  Performance measures What are you measuring? Brand equity, engagement, lead conversions to enquiry, sales value or volume. Process How often, who is responsible for which objectives, what are the reporting

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New Year Objectives and Action Plan: Set objectives not subjectives

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During January, we’ll focus on developing objectives and what you’ll need to action to achieve the objectives.. Each business is in its own unique situation so this is not a linear process and you may not need to action all of the elements.  1. Set objectives not subjectives. The point of setting objectives is to have something to work

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Top 10 Brand & Marketing Priorities and Practical Recommendations for Medium Business

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We shared with First 5000 our top 10 brand and marketing priorities and practical recommendations for medium business.  http://www.first5000.com.au/blog/priorities-practical-recommendations-mid-market/ Full Blog Here: Looking at medium business with a strategic brand and marketing lens, Rachel Bevans of the Healthy Brand Company offers priorities and practical recommendations for the mid market. We define marketing as the means by

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How good is your promise?

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We build brand promises that people want to keep.  What do we mean by this?  For marketing and advertising to be most effective, employees and customers need to know what your brand stands for, and be aligned to your brand. This ‘promise’ is what employees and customers expect your brand to deliver consistently across every

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Innovation & Creativity: a strategic investment

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Innovation and creativity are a strategic investment. Beware of spending time and money on pretty, shiny and/or new things with no strategic foundation or direction.  I have chosen my words very carefully. There is a distinct difference between investing and spending (wasting) money.  Marketing should always be an investment vs budget or spend. But I have

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Employer branding for growth

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Employing new staff is one of the five top strategies for growth in 20171. The challenge is attracting employees right for your business, retaining and engaging them to deliver the experience that customers expect. We spoke to First5000 about building your employer brand for growth.  (insert link) Full Blog: To grow you need people. To

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