If you don’t care where you are going, any road will do. Likewise, if you know where you want to go but have no travel plan you will waste time on circuitous routes, traffic jams and dead ends.
Errington Integrated Marketing will help you construct a thoughtful, integrated plan that takes into account all aspects of your business environment not just now but as you and the marketplace evolve.
What is strategy? Strategy, at its core, is about how you communicate with consumers in a way that differentiates you from your competitors. For example, Walmart’s strategy is based primarily on a price proposition. Target owes its success to offering value supported by quality merchandise and a distinctive shopping environment and experience.
A well conceived, clearly articulated and rigorously enforced strategy makes the selection of messaging and communications content and tactics a simpler and easier task. In the absence of strategy your brand is left open to the “any road will do” approach. This inevitably leads to costly inefficiency, message or medium inconsistency and a confused consumer with limited or no faith in your brand.
The secret to a successful strategy has two parts:
- Define a strategy you can deliver on, and
- Stick with it.
At Errington Integrated Marketing we use a simple, effective strategy development process that asks four questions:
- Where are we now?
- Where do we want to go?
- How do we get there?
- How do we monitor/measure results?
We will guide you through each step of this plan development process. Beyond that we can work with you on every aspect of your plan execution. The result is a strategically sound plan with specific objectives and executional elements creatively conceived and expressed with timing designed to optimize your marketing impact on existing and prospective consumers or clients.