STRATEGY & PLANNING
Develop a Creative and Innovative Marketing Strategy and Advertising Plan
Strategic Marketing
Strategic Marketing is the long-term application of various marketing principles, with the ultimate goal of giving a business a sustainable competitive advantage.
The most successful marketing strategies strongly consider the human experience and how people respond to and interact with, the competitive and market landscape. It looks for areas of 'Tension', where consumers have a need that a business, brand or product can fulfil.
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In today's seemingly complex and on-demand world it is becoming increasingly obvious that (in most instances) what people actually want, and what businesses need to do to succeed is out of alignment.
Real people do not react the way you might expect...
They do not easily fit into a spreadsheet or react the way a line of data says they should. In nearly every instance, and given every decision-making opportunity in life, people will nearly always behave irrationally, unpredictably and emotionally.
And with the widespread adoption of technology they are also more informed and better armed to navigate their relationship with a brand or product category than ever before.
From Strategy to Advertising Plan
Considering the complex nature of consumers, the ever evolving competitive landscape and the number and variety of opportunities a business has to reach a consumer, how do you deliver against your strategic objectives?
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'Advertising Planning' or 'Media Planning' is the realisation of your Marketing Strategy, it uses the insights and recommendations from your strategy and turns it into an executable Advertising Plan.
What media types should you advertise on and who exactly will it communicate with? What sites, stations or titles should you use?
What formats and placements will effectively deliver your message? What time of day, week, month or year is best and what are the competition doing? How much will it cost, and what are the performance targets/KPIs?
How do you now encourage the behaviour your strategy aims to deliver...?
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A good Advertising Plan should contain answers to all of these questions and a good Advertising Agency should be proactive in addressing these questions.
If you do not know why a media type has been recommended, who it is meant to target, how it all works together and what success looks like then your Advertising Plan is not fit for purpose.
The advertising Consultant
The Advertising Consultant can help you navigate this complex and highly important area.
We can work with you from the beginning to ensure you have considered every angle, and that you have been supplied with all of the necessary information you need to understand how your Advertising Plan delivers your Strategy.
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Our 'Pre-Flight' service takes it a step further and ensures that your Agency Partners have provided you with the best plans BEFORE they buy the media placements!
We will also work with you to ensure you can hold your agency more accountable for the execution and delivery.
In the long term the development of a framework will allow you to streamline the process, but also encourage an evolving way or thinking and way of working that will have a positive impact on all areas of your business.