Marketing Strategies for CEOs, Presidents, and Marketing Directors
Defining Marketing Strategies
We look at the following marketing strategies for ourselves and our clients:
· Image (What your customers and prospects think of your company/product)
· Identity (What you would like your customers and Prospects to think of your company/product)
· Brand (The emotional bonds between your customers and your company/product)
· Position (Your company/product’s competitive position in the mind of the consumer – that is, given a company/product’s category, who is the first product that the customer thinks of? For instance, in the computer category, a student might think first of Apple. A businessman might think first of Dell. )
· Differentiation (In what positive ways are you different from your competitors)
· Overall Strategy (Putting this all together, plus all of your research, what is your overall marketing strategy for the next year? It can’t just be to bring in leads and more sales –everyone wants that. It needs to be more specific to your company/product, so that it can lead to a set of focused, pragmatic tactics.)
Of course, these are extremely difficult to clearly define. That’s what it is always best to use an objective, outside resource. In the next blog, I will offer a few examples of how the whole strategic process works.
Ed Sucherman
The Marketing Machine
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