Strategy and Campaigns
Strategy
The power of a strategic framework lies in its simplicity. In the coherence and focus it gives all future activity.
The difficulty is in distilling the answers to these three questions; and in choosing what you will not do. (The power of this should never be underestimated.)
- Who are you targeting?
The laser-focus on the clients that we best serve.
- What does your brand stand for?
Where does your business sit in their consideration frame? Why choose you?
What sets you apart? Makes you distinctive?
- What do you want to achieve with that target market?
The specific objectives to be executed.
The answers to these questions will underpin all your business decisions.
Your strategy provides focus and clarity. Powers up their impact and effectiveness. Prioritises where your business should invest its resources.
It is your North Star(1).
MAPs (Marketing Action Plans)
MAPs plot your path to the North Star.
They consider the terrain and obstacles on the way.
These are the tactical action plans that show how we are going to achieve your specific marketing objectives, e.g.
- to be better known in your target market
- to raise prices
- to launch a new service
- to attract new clients
- to expand into a new market.
For example, it is not just: Get more clients.
Rather it is:
We are going to target these specific clients, with these specific challenges, using this offer, by doing these things. We are going to measure performance like this.
It understands that changing behaviour is hard. Inertia is your biggest competitor; comfort zones the enemy.
But without MAPs your campaigns will be hit and miss, a stab in the dark. A waste of time, energy and money.
Campaigns
This is the execution outlined in your MAP.
The creative pieces to be developed, copy to be written, the micro-engagement moments on the buying journey, the digital deployments.
And it is always multi-channel.
Our Work
Learn more about our work:
- How MDS's business was "immeasurably improved": My Dealer Services case study
- The stand-out brand and MAP that grew a new insurance business: Craft Brewery Insurance case study
If you want help with your strategy, and campaign planning & execution:
call us on 02 4023 5958 for a conversation today.
(1) Strategy is major work and should be rarely undertaken. But it is crucial.
It involves a deep dive into your business, talking with your customers, and analysing your market. And it requires your involvement. Once in place, it should only be reviewed every 3+ years, though it will guide all your business decisions.