Market Planning

Market Planning
The last thing you want to do is risk your future success by relying on gut instinct alone. Applying Six Sigma will increase marketing’s ability to deliver on market requirements, improve the efficiency and effectiveness of the marketing planning process, successfully manage marketing operations, provide transparency into marketing processes, and improve the collaboration between marketing and other groups , such as sales, within the business.

Sales Strategy

A sales strategy consists of a plan that positions a company’s brand or product to gain a competitive advantage. Successful strategies help the sales force focus on target market customers and communicate with them in relevant, meaningful ways. Sales representatives need to know how their products or services can solve customer problems. A successful sales strategy conveys this so that the sales force spends time targeting the correct customers at the right time.

However beautiful the strategy, you should occasionally look at the results.”

– Winston Churchill

Planning and creating an effective sales strategy requires looking at long-term sales goals and analyzing the business sales cycle, as well as meeting with sales people about their personal career goals. Going through these exercises helps business owners and managers gain a more intimate knowledge of the sales intervals, seasonal changes and what motivates the sales team. After creating the long-term sales strategy based on long-term goals, sales managers should create monthly and weekly sales strategies based on the long-term strategy. This allows for short-term performance measurement of the sales team.

The Team at IMG will guide you through an overall development plan for building out your sales strategy.

Development of Value Proposition

A value proposition is a short statement that clearly communicates the benefits that your potential client gets by using your product, service or idea. It “boils down” all the complexity of your sales pitch into something that your client can easily grasp and remember.

It needs to be very specific: Simply describing the features or capabilities of your offer is not enough. Your value proposition must focus closely on what your customer really wants and values. Your customer wants to solve problems, to improve on existing solutions, to have a better life, build a better business or do more, better, faster, cheaper, etc.

Creating a value proposition is not just a useful marketing technique, but an essential tool to help your customers see the specific value your offer brings to them. And by doing so, you will grab their attention in such a way that they know: “Yes, that’s right for me”. It takes more than an hour in a conference room coming up with an appealing statement. Your value proposition must be genuine and truthful as well as compelling and engaging.

Let IMG work with you to come up with a solid value proposition that gives your team the confidence they need to sell your products and services with conviction!

img-ppppPositioning in the Marketplace

Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product. The more intense a positioning strategy, typically the more effective the marketing strategy is for a company. A good positioning strategy elevates the marketing efforts and helps a buyer move from knowledge of a product or service to its purchase.

IMG will help you define the target market through the development of each of 4 key areas.

Development of Your Marketing Communications Plan and Media Mix

A marketing communications plan (or Marcom as it is often called) captures all the activities that will build consumer awareness and demand for your product or service. This plan covers the intended message, the targeted audience and the costs of the promotional campaign. This detailed plan also discusses the marketing vehicles that will be used to roll out this message, such as print, PR, tradeshows, advertisements, websites, social media or direct selling. All of these strategies have one goal in mind: attracting customers who will purchase your products and services.

IMG will take the guesswork out of the equation by developing a clean and concise MarCom plan.

Consultative Services for Integrated Campaign Development

Integrated marketing campaigns use a more holistic approach than those using a single marketing medium. They’re more interesting, more impactful, and they typically have higher response rates and generate more leads.

The number of media channels, their cost, effectiveness and their suitability for your target audience are key to developing the right campaign for the right audience at the right time. IMG will help you determine exactly the right mix of media for this campaign based on your business goals for:

  • Generating new leads
  • Qualifying leads
  • Nurturing existing leads
  • Direct selling
  • Branding
  • Cross-selling to existing customers
  • Up-selling to existing customers
  • Nurturing existing customers
  • Generating referrals
  • Training

IMG includes the plan development as well as managing the execution of the campaign in terms of creative, deployment and analysis for measuring success. Call or email us today to discuss your next project and how we can help.