MARKETING STRATEGY DEVELOPMENT

How ENDURANCE Builds Marketing Strategy

Our goal in creating a client’s marketing strategy is to provide a plan of attack that brings growth and ROI at every stage. To do this, we’ve built a simple framework, and it goes a little something like this:

Conduct a Situational Analysis

First, we like to conduct a situational analysis. And we can do so in one of two ways: a light or full approach. The level of effort depends on the time and breadth the client is able to give. The point is to try and document what we’re doing well and what we are not doing well. We want to know where we stand in the marketplace and how our strategy might fit within our overall marketing roadmap. Do we need to use a framework like SWOT, Porters, or the 5 C’s?

The Gist? Where are we in the industry today (in the eyes of our customers) so we can determine what needs to be done to find favor in the future?

Define Business Objectives

This is another step where we can determine if we need complex measurements for success or simpler ones. For companies lacking existing guidance, we work to define which problem(s) we’re looking to solve and how success is defined over time. It’s almost always a good idea to dissect customer plight and craft a problem definition that considers all parties. And don’t forget the data; we’ll help build goals and track KPIs… full transparency always.

Document Our Target Audience

It’s simple to state you understand your target audience. It’s another thing to have it documented on paper so everyone else on the team understands it. Ask two people to describe one item, and you’d be surprised just how different those descriptions will be. It’s the same with defining a client’s target audience. And what about the market? Clients don’t always understand the markets in which they aim to serve. And if you lack both, don’t worry; we’re here to do the research, apply our experience, and get it documented.

Gather Research, Confirm Assumptions

Here we start talking about guiding insights. It’s all about building the insights that will power the strategy. We present the ideas (they’re put on paper – noticing a theme?), and collaboration begins. We test our ideas and confirm their uniqueness. We ask where the market and customers are heading to deliver a plan that is as future-forward in its thinking as possible.

Build the Plan of Attack

Our marketing strategy plans include the “who,” “what,” “when,” “where,” “why,” and “how.” We help clients define the story, themes, messaging, voice, tone, and campaigns. And we include the not-so-exciting portions as well: a project plan, budget details, editorial calendars, media schedules, etc. And don’t forget about the marketing mediums. Selecting the marketing tactics we recommend a client implement is always included. Bottom line, this is the soup-to-nuts plan for any given period of time.

Implement, Learn, & Adjust

We’ll never set it and forget it!
Implement with the intent to learn and change on the fly. We monitor and adjust our plans at regular intervals. Analyze, Learn, and Optimize!

Additional Services

Conducting marketing research, persona definition exercises, or creating an industry whitepaper are some of the activities that inform targeted ad campaigns that can increase conversion while decreasing costs.

Yes, we create Personas: Customer persona development uses client data, client assumptions/feedback, and market research to describe the ideal candidates for our client’s products/services.

Yes, we conduct Market Research: Get to the bottom of why your competition has the advantages. Use exclusive databases and peer-reviewed studies to get the insights needed to maximize your advertising campaigns. Provide a path to success.

Yes, we provide other Account Planning activities: Curious? Just ask.