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7 Keys to a Winning Marketing Plan
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Brand Development/Marketing and Sales Management Consulting

Growing the top-line cost effectively.

The world of marketing grows ever more complex, but the basic issues remain the same. Who are the potential customers, be they businesses or consumers, who are willing to pay what my product or service is worth? How do they make purchase decisions? What does or should my brand represent to them? How do I create sustainable competitive advantage and increase perceived value? How do we create awareness among these potential customers? How do we create qualified leads and/or trial? How do we retain them to keep them coming back for more? How do I allocate my scarce resources of money and time among the various tasks of awareness, trial and repeat purchase, and among the myriad of places and means to reach my targets? And more….

Sometimes businesses are simply stalled or hit a wall. The old tricks don’t work to drive sales any more. The very nature of the market changes, and your competitors get smarter, and sometimes more desperate. Margins erode and profits decline. That is when you might need a fresh eye… to rethink what you are doing, bring new energy and creativity and perhaps hands-on help to drive the execution. That’s when we do our best work.

Sample Assignments:

  • Top to bottom, zero-based development of a marketing plan.
  • Reduce cost per lead and cost per acquisition of new customers.
  • Improve customer retention.
  • Develop an advertising spend model to determine appropriate levels of advertising for each of multiple business units.
  • Develop and manage advertising programs, including strategic market research, creative development, web marketing and media buying.
  • Determine overall brand positioning and supervise development of logo and brand development plans.
  • Determine role of Internet in overall marketing efforts and manage development of new websites and web-based advertising programs.
  • Find and hire advertising, direct marketing, catalog, public relations agencies and website development companies.
  • Design and implement turnkey e-marketing campaign and national marketing/promotional template for franchise community.
  • Develop and implement research to update company marketplace positioning, identify new revenue streams and create immediate solutions to customer-perceived operational problems.
  • Identify and capture new revenue streams through the design and introduction of service programs and the upgrade of employee training.
  • Improve the success of franchisees.