Marketing Implementation

How to do it:

To recall, it’s easy to think in these three ways:

• Winning in Minds - Marketing Strategy
• Winning in Markets - Go To Market Strategy
• Winning On the Spot - Channel Strategy

3 Core Overarching Marketing Strategies:

Your communication within the company will need to specify these while making employees understand your BIG WINNING MARKETING STRATEGY. These are:

• Best in the Market
• Ownership of Category
• Cheapest in the Market

Now, you have to think your strategy. Let’s take an example.

The Plot:

You are a Mixed Fruit Juice brand.

• You can’t be cheapest as you can’t build a scaled factory with the best equipment. That is far beyond your scope of investment.
• You can’t sell globally.
• You are neither the best, neither a recognized brand, nor the cheapest.

The Target Audience:

You choose a location. And you know buyers can purchase the cheapest brand with multinational presence. So you target an audience that is willing to spend more than the cheapest. You also know the buyers can purchase the best brand, which is expensive, so you exclude that audience as well.

Total Benefits:

As you ask a higher markup from the customer, you have to present them with additional real benefits. The idea is to get to know the customer better and solve more of their problems.

This is winning in the mind.

Let’s think of the market in which these people exist. You have the formula for winning in the mind. Now that message needs to reach users and also stick.

How to Win:

You need a combination of availability of buyer attention, and an associative image that lives up to a costlier brand. You partner with a TV celebrity, and build assets like websites, channels, and partners. The channels you use are:

• Instagram where you
  • Have a profile
  • Have partnered with news disseminators
• Your website where you bring users from digital ads
• Restricted Brand Campaigns - digitally and offline

You run these on a timeline and have gotten hold of buyers actually buying from you.

All these need resources and skills. You have to consistently do this, so you hire the talent and give them the required budget.

This is winning in the market. Through a strategy which is bound to have attention and associativity.

Winning on the Spot:

Here, you need design, a channel strategy, and a reason to stop users every time they see your marketing. This is major leg work and requires understanding your buyers and what strikes them to wait for your product/service. Ad agencies have spent countless years perfecting this skill. And you can too.

Key Points

• Being on the spot happens through betting a lot - short, medium and long term
• Memory (recall ability and choice) is a key metric you should measure for feedback
• Owning a pocket strategy in the market of competitors can become necessary over time

Long term Marketing

Winning off the spot - This entails conversion marketing to stay as the winner on the mind: long term. This is done after the section of a market is already aware of the brand you have.

Become our client and we will do this work with you.

GTM is about communicating benefits over to the consumers over the product lifespan. Read Here

Messaging is one step forward in turning this simple explanation to an expert led perspective. Read Here

Get started on prioritizing your segments by reading the idea of marketing to one. Read Here