Marketing
An effective marketing plan connects the complex spaces between a brand and its customers. I plan effective ways to increase and enhanced customer touch points for pleasant and memorable interactions with brands.
Step 1 - Positioning.
It all begins with positioning. Using a survey, with questions that get at the heart of what the brand’s benefits and competitive advantage are, I start to discover how customers should perceive the brand and the elements that will foster a strong bond.
Step 2 - Targeting.
Identifying target audiences is next. Creating user profiles that represent the target market is vital for identifying potential pain points and opportunitites. Here is where adjustments to positioning happen to exploit the competitive advantage.
Step 3 - Attributes.
Next is defining the intrinsic and extrinsic qualities of the brand. If the brand was a person, what values would it have? What would the personality be and how would it operate? Here is where attributes like imagery, language, and actions are revealed.
Step 4 - Audit.
Lastly, a competitive audit. Thoroughly analyzing the competitive landscape helps to better understand the market. It also illuminates a clear path to growing the brand and making intelligent decisions.