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Strategic Marketing Plan Development

Strong brands, both business and consumer brands, make an emotional connection with their audience and influence behavior. For most brands, this isn’t accomplished by luck; it’s a result of the long-term implementation of a strategic marketing plan.

Strategic marketing is about connecting with your audience to influence your buyer’s behavior. It’s about putting strategy before tactics to guide your marketing and sales activities throughout the year.

Your competitive positioning, brand strategy, pricing and distribution all work together to drive your annual sales.

The Balance of Strategic and Tactics

  • Strategy
  • Tactics

Most mid-market companies focus 90% of their resources on tactics instead of marketing strategy.

Our Approach

Few marketers outside of the big companies and agencies are trained in strategic marketing. Which makes it common to treat marketing as an expense … and focus the latest marketing tactic of the day.

We work hands-on with your key brand stakeholders to define the most important decisions about how to present your product or service to the marketplace, blending the fundamentals of the proven ad agency methods of yesteryear with the intricacies of the digital market today and how it affects human psychology.

Key Elements of a Strategic Marketing Plan

Market trends and lifecycle affect most elements of any company’s marketing and sales strategy. They determine whether you need to educate, influence, attack or compete on price. Here we evaluate your market stage, lifecycle and trends and determine the appropriate positioning approach.

Your positioning in the marketplace tells you what mindshare you currently own and lets you know where you stand against your competition. It’s a key element of any marketing strategy and provides insight into the amount of work, and type of work, you need to complete to win.

Your brand strategy defines what you stand for and the promise you make to your market. Your brand is an experience, not just a logo and your colors, and it’s influenced by your personality, values, vision, ideas, imagery, messaging and ultimately your product or service.

In today’s market, customers interact in far more channels than in previous decades. To stay relevant, you need to be where they’re interacting – the communities and mediums – and be a part of the conversation. Otherwise you risk being forgotten.

Here we review your current distribution channels, evaluate the effectiveness of each and evaluate and recommend potential new channels.

Your price sends a strong message to your market – it needs to be consistent with the value you’re delivering. When your price, value proposition, positioning, brand strategy and distribution are aligned, you’re in the best situation to maximize revenue and profits.

“Ken Edmundson’s coaching was the gel which made our 250 employees a cohesive group, allowing Pemko to double in size, achieving our $80 million sales target.”

Phil Goossens
President (recently retired), Pemko Manufacturing

Interested in learning more?