‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!
In today’s crowded market and highly competitive environment it’s more important than ever to adopt and live the Market-Driven Process within and across your organization – how are you using your Marketing Technology Stack to fully leverage your
- Google Analytics
- Customer Service
- Social and Digital including Blogging, Google AdWords, Bing AdWords and all of the raw data from the Information/Data gathering process, convert information and data into insights through the review evaluate phase.
We look at developing the Marketing Plan, and taking our first steps fleshing out our first Creative Briefs – and one of biggest hits in recent years Mad Men. When I think about a Marketing Plans scenes with Don Draper and the cast of Mad Men come flooding into view.
As we have been discussing the Market-Driven Process and Market-Driven Organizations the strategy doesn’t change your organization needs to leverage existing in-house and external data to better understand customer and product life cycles and purchasing habits that will then trigger promotional, marketing programs and contract initiatives that move customers and adapt with them through the customer life cycle, reducing attrition and driving long-term customer relationships.
Where do we capture this living document, in the Marketing Plan and as part of the Marketing Plan we’ll be looking at the traditional four P’s of marketing Product, Place, Promotion and Price. While the quote “Make it Simple, But Significant,” from the television character Don Draper may seem simple it rings loudly with truth.
In a modern Market-Driven Organization developing your strategy for your Product, Place, Promotion, and Price have many facets but it is important to follow the KISS principal and Keep It Simple Stupid.
We’re going to jump ahead and talk about Promotion Strategy, and begin with the Creative Brief.
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So the questions that Mel Henson shared are important to keep us on point not only with a Creative Brief but all aspects of the Marketing Plan.
• Background – Why are you doing this?
• Objective – What is this trying to achieve?
• Target Audience – Who is this for?
• Promise – What are you offering?
• Support Your Promise – What’s the proof in the pudding?
• Key Message – What do you want your audience to come away with?
Remember, the Market-Driven Process and Market-Driven Organizations needs to leverage existing in-house and external data to better understand customer and product life-cycles and purchasing habits that will then trigger promotional/marketing programs and contract initiatives that move customers and adapt with them through the customer life cycle, reducing attrition and driving long-term customer relationships.
As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth. To make sure that we aren’t walking around with spinach in our teeth here are a few questions I like to ask:
Q: Have we done this before?
Q: How will this increase incremental sales?
Q: Who’s the target?
Q: What is the goal of the campaign?
What questions do you ask?
What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall