The CORE MARKETING PROCESS.

Our CORE Marketing Process is a framework designed to provide organizations with a comprehensive strategy that covers the major functions of marketing while showing clear deliverables and return-on-investment.

01

ORGANIZATIONAL DIRECTION

Investments into marketing and promotional activities won’t have their intended effect if they aren’t aligned with the purpose of your organization. It might seem obvious, but gaining clarity on your organization’s mission and vision, as well as its values and measurable objectives, lays a critical foundation for marketing (and every other kind of) success.

02

PRODUCT & SERVICE REVIEW

If you don’t have a great product or service, you will NEVER achieve long-term growth and success. Before investing valuable time and money into a comprehensive promotional plan, you need to have a thorough understanding of your product or service and how it fits into the marketplace. We use a number of tools, research and models to help you objectively review the value you provide to your target audience.

03

TARGET AUDIENCE IDENTIFICATION

The most critical function of any marketing department is to know and understand your target audience. The better you know your target audience, the more likely you are to meet their expectations, keep them happy and retain their loyalty. It’s kind of like being married—the better you know your spouse, understand their needs and meet their expectations, the more likely you are to have a happy spouse, a balanced marriage and by extension, a better life.

04

PRICE & POSITIONING

All the information from Steps 2 and 3 sets the stage for determining the overall market position. Where does your product or service fit relative to competitors? How do your customers view the perceived cost vs. benefit payoff? These important insights can also help you to see opportunities for new products or services that can round out a category portfolio.

05

Distribution Analysis

Distribution is one of the classic 4 P’s of marketing—it’s the Place where the target audience purchases or experiences the benefits of the product or service. (In case you’re wondering, the other 3 P’s are Product, Price and Promotion.) Because this important area is often neglected by ad agencies or clients, we always give it special attention. A successful distribution model will look vastly different for each type of company—manufacturers, retail, product or service businesses, or non-profits—and we’ve built distribution expertise in all of these areas.

06

PROMOTIONAL STRATEGY

The promotional strategy is the culmination of the entire marketing plan into the visual elements and tangible tactics your target audience will experience. Because this step is so far-reaching and so critical for successful results, we’ve developed a separate five-stage promotional strategy development process.

We start by defining the overarching brand and messaging. Only then, using the knowledge we’ve gleaned from the previous five steps, do we identify the specific promotional tactics of a campaign. We follow the typical customer journey to outline tactics that will drive awareness, encourage trial and promote repeat usage or retention.

07

ACTION PLAN

A detailed marketing calendar and budget methodically outlines the execution of the promotional strategy from Step 6. Timing and execution can make or break a campaign, which is why the tools and processes we’ve developed are designed to encourage a disciplined and consistent approach. The right strategy carried out in the right way produces the right results.

08

KEY PERFORMANCE INDICATORS

The best marketing plans and initiatives are useless if they don’t deliver results. That’s why we develop Marketing Performance Scorecards based on the objectives set out in Step 1. If you don’t keep score, you run the danger of losing sight of what you’re trying to accomplish in the first place. With ongoing measurement you know when to modify the plan and when to celebrate with the team for a job well done!