marketSMARTS

Marketing is like a game of chess. Move 1 piece and you have to think about the effect on all the other pieces. Although there are many definitions about marketing which has evolved over time, it still essentially means ” The management process responsible for identifying , anticipating and satisfying customer requirements profitably”

To ensure your marketing plan is a success we apply a combination of analytical and creative thinking . . . co -ordination & planning . . . measurable implementation & competent management.

We help you identify the needs and wants of your customers so that you are able to deliver benefits that will enhance their lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for your business.

“A customer will only exchange what they value (money) if they feel that their needs are being satisfied at a price they are willing to pay”

Successful SMART marketing requires a number of factors working together

Many marketing plans fail because they are filled with boring statements of intent, wish lists and theory that has no “real world” logic. Your marketing plan is like a travel plan that takes you on a journey to reach a pre-determined destination. Treat it like an exciting journey and you can have a lot of fun with it.

However,don’t leave it in a cupboard to gather dust. It needs to be a working document that is constantly referred to, flexible to change, and measurable. Your plan needs to be:

Specific – have you got clear objectives with goals that articulate the destination, how you are going to get there and what you need for the journey?

Measurable – can you measure progress, identify when you’re going off track and put in place a back up plan to reach your destination or change to a new one?

Achievable – are your objectives achievable and attainable so that you don’t give up?

Realistic – is your plan realistic with the resources you have?

Time – are your goals time linked and have you allowed reasonable time for unforseen contingencies?

marketSMARTS can help you put together a realistic, simple & measurable plan that everyone in the business can understand, buy in to and play an individual role. We can formulate a high level strategy only, develop a full marketing and sales plan, or use a modular approach to build a mini plan for individual marketing components where you feel you need the most help which would include:

Challenge the business strategy & thinking

  • assess the feasibility of your new business idea as to market potential
  • review an existing concept or strategy to re-energise your marketing
  • crunch the numbers to ensure your business has covered all the bases financially

Marketplace research & SWOT analysis

  • identify trends, market drivers, demand & barriers
  • identify which market factors pose the best opportunity or threat for your business idea
  • identify PEST factor variables which are outside your control but require a response plan
  • understand what customers need and want, and identify what motivates them to purchase
  • identify key resistance factors for your product or service and formulate a sales response
  • ascertain customer buying behaviour characteristics to develop a targeted communication approach
  • identify competitors, assess their performance & identify gaps where they are NOT meeting customer expectations
  • identify gaps where your product or service CAN meet customer expectations
  • they are not meeting customer expectations
  • understand which market factors affect your ability to succeed

Internal Business Assessment

Peoples’  perceptions are also their reality, and becomes an important factor by which your clients will make the decision to engage with you, or purchase your services. The Business Gap Assessment measures perceptions about your business performance, rather than ACTUAL performance, and can be used to determine:

  • perceptions between staff and management
  • what your clients think about your business
  • where your competitors stack up against you in the eyes of your clients

Peoples’  perceptions are also their reality, and are an important factor by which your clients will make the decision to engage with you, or purchase your services. We can conduct both an internal and an external assessment, and the gap between the different points of view will give you a more realistic truth by which to align your business goals with marketplace communication.

High level strategy formulation

  • marketplace response
  • competitor response
  • sales targetting
  • identify & manage the key events of the sales cycle
  • marketing communication – external and internal
  • client engagement
  • product & service pricing
  • channels to market
  • choosing partners & alliances

Tactical planning linked to objectives

All marketing plans are formulated first with a high level strategy to provide you with a roadmap and direction, and then we develop a tactical plan with objectives, goals and measurable tactics in order to:

  • gain staff buy in
  • identify skills & match job roles to company goals
  • keep the plan on track or change direction when necessary
  • match systems, process & resources to your marketing and sales goals

Performance & effectiveness measurement

  • conduct online polls
  • customer surveys
  • design feedback mechanisms

To ascertain a start point for your programme you can conduct a . . .

1. Marketing Checklist . . . asks the question “Are you doing it” and identifies gaps

2. Marketing Health Check . . . asks the questions “are you doing it, should you do it and how important is it – identifies gaps and summarises strengths and weaknesses 

3. Marketing Review . . . asks the questions “are you doing it, should you do it, how important is it, and how well have you done it and identifies gaps. Report includes summary of strengths and weaknesses, scorecard rating, graphs and a priority action list.

4. Business Gap Assessment. . . ideal to identify business gaps against an industry standard, your internal goals and external client expectation. > read more