Marketing is about hitting the target
But I thought it was about selling?
Sort of, it is, yes. But sales and marketing are different. You won’t be as effective at selling unless your potential customers already have some awareness about your brand or product. And it’s this latter characteristic which relies on effective marketing.
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
(American Marketing Association)
Also known as the 4 P’s of marketing, they are considered to be the foundation of a solid plan. They represent the main decisions taken when marketing any products or services:
Product – what will the product or service be, and how does it meet the needs of customers?
Pricing – what price will it be set at? This is not always a monetary figure, as customers may exchange their time or information for a “free” product or service.
Place – how will it be delivered to the customer? Physical store or sold online? Is a particular geographic region being targeted?
Promotion – what methods and levers will be used to tell the world about it?
Developing the strategy can be broken down into a few key steps:
Goals – what do you want to achieve? This might include sales figures, but also raising brand awareness and visbility on social media.
Market research – learn as much as possible about your target customers. Who are they and what are their needs and wants?
Competitors – what is your competition doing? What products are they selling and how are they working with their customers?
Unique selling proposition (USP) – what makes you stand out? How will your marketing back-up the brand message?
Channels – most businesses go for both online and offline strategies. But this comes down to understanding your audience – where do they hang out online or offline? What platforms or media do they trust?
How can RJ Brand Design help?
We help our customers achieve their marketing goals. There’s no “one-size-fits-all” approach. Each brief is different.
But the principles we apply will be the same. Using a blend of core principles, coupled with creative thinking and well-thought-out and impactful content, we will help promote your business, products or services and achieve commercial and realistic outcomes.
Wherever your business is on its journey, RJ Brand Design can help.