12. Activities, action targets, timing and responsibilities Once you’ve agreed on objectives, priority strategies and investment, you can develop your activity plan: – Customer segment and strategy – What are the activities you need to do? – What are your action targets? – What is the timing? – Who is responsible? Example: Awareness, engagement and community building […]
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11. Commercial assessment, prioritisation and investment Once you’ve assessed your strategies and how they need to be changed to achieve your objectives, you’ll need to prioritise what you do and when. This requires a commercial assessment of which strategies are ‘good business as usual’, the quick wins (lower value, lower resource) and big wins (higher value, higher resource), small
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8. Your brand-customer experience Each area of the brand-customer experience or marketing mix contributes to your objectives – Product, range, packaging and innovation cycle – Service proposition and innovation cycle – Price and promotional pricing – Place/Distribution – Place/Store & Online environments – People – Process What do you need to do differently in order to achieve your
What experience do you deliver across every area of the marketing mix? Read More »
4. Which markets and customers will help you meet your objectives? Current, new or lapsed customers Are you targeting current, new and/or lapsed customers? What are they doing currently vs what you want them to do? e.g. switch brands, buy more from you and less from your competitors, use more of your product across more occasions
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3. How are you going to achieve your objectives? Areas to consider: – Are you motivating current customers to buy more or attracting new customers? – Do you need more employees to do this or will current employees be able to do it? Do they need more training and tools to enable them to deliver?
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2. Establish performance measures and process Once you’ve set objectives, you need to make sure you have set performance measures and process for measuring and actioning. Performance measures What are you measuring? Brand equity, engagement, lead conversions to enquiry, sales value or volume. Process How often, who is responsible for which objectives, what are the reporting
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People are naturally drawn towards businesses, brands and people with similar or complementary values. The challenge is that we all too often listen to our head and heart before our gut, our natural instinct. Which means you’re listening to external influences instead of your own internal ones. That’s why it’s so important to define your
