The essential elements of a successful marketing strategy

The essential elements of a successful marketing strategy Starting with the customer first is critical to developing a marketing strategy that delivers. SITUATION ANALYSIS Assess the dynamics of the market, competitors and the company to provide the context in which the company operates. CUSTOMER INSIGHT CUSTOMER SEGMENTATION (what need are we solving?) START MARKET POSITION MARKETING Segment A Segment B Segment C Etc. STRATEGY Define which category the product falls into so that customers know what it is, what it does and where to find it. CUSTOMER PERSONA e.g. Frugal Fred or Techy Tina VALUE PROPOSITION The story of how we will solve our customers' biggest unmet need better than all available alternatives. 10 Ps: Prospects, Purpose, Product and packaging, Price, Positioning, Place, Promotion, Process, People, Performance STRATEGY BRAND A plan designed to achieve your long term aim. "What we want to be and how we will The intangible attributes that differentiate the brand from competitors. (What the company stands for in the minds of the MESSAGE achieve this." audience). How we will express our value proposition in a meaningful way. BUSINESS, SALES AND MARKETING CAMPAIGN MARKETING OBJECTIVES The content and channels we will use to get our message out to customers at each stage of the customer purchase journey. The business objectives need to be translated into sales targets and a set of quantifiable marketing objectives. MARKETING OPERATIONS The systems and infrastructure required to communicate with our audience and measure performance e.g. CRM database, content management systems, eCommerce platform, customer service platform, marketing analytics and business reporting systems. Customer Retention TOFU МOFU BOFU Post sales support Brought to you by Viveo Awareness Consideration Decision www.viveo.io BUSINESS MODEL COMMERCIAL ORGANIZATION STRUCTURE