MARKETING STRATEGY

At the beginning of every strategy and campaign, we insist on developing a situation analysis. A situational analysis is a critical review of your current business situation. It serves as a starting point for your marketing plan. Any worthwhile project begins with a careful analysis of your starting point, and marketing is no exception. You need to be clear and realistic about your current product, market, opportunities and challenges so that you can devise a clear path from your current to your desired situation.

To put together your situational analysis, we will help you gather information about your product and the market you sell it in, including its size, the competitors, and the customers who purchase it. There are some questions you can ask to help you organise your information.

Once our situational analyses are concluded, we will help you build a number of buyer personas for your service or product. Buyer personas are fictional, generalised representations of your ideal customers. Personas help all of us – in marketing, sales, product development and services – internalise the ideal customer we’re trying to attract, and relate to our customers as real humans. Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves.

Having a well thought-out buyer persona will help your business as well as your sales and marketing team deliver the right messages at the right time and to the right people.

We make sure all your communications fit together to carry the same message, which is a key way of reinforcing your brand image and maximising the impact of every contact point you have with your customers. It sounds easy, but getting it right can prove more difficult.

It is still surprising how many companies produce every piece of communication as a stand-alone item, bearing no relation to any other piece of communication. The result is a diluted brand image, a confused customer – and a missed opportunity. Using an integrated marketing strategy is something that is not only effective at reaching your results; it is also more cost effective since there is less money wasted.

At the end of the day, integrated marketing is customer-focused marketing. Customer-focused marketing requires relevant communications, interactions, and content, regardless of channel and customer interaction point. That’s a tall order for any business and requires an incredibly strong partner. The Munro Agency is here to help guide you thorough this process an make sure that you get the most out of every marketing dollar, euro or pound you spend.