Build Your Marketing Plan
Build your marketing plan with a great brand strategy - including a clear value proposition, and unique consumer insights.
When you build your marketing plan, don’t forget about brand strategy!
1) Your brand strategy is the pillar or your marketing plan. Start with an overarching brand strategy, revenue goals, and vision. Be sure that you have a clear consumer value proposition paired with unique insights about your particular consumer. Bring this all together in a clear, consumer-focused brief. Understand what tactics will really drive consumer spend. Consistent use and alignment of brand iconography, messaging, and visual cues across channels will amplify the consumer message. Use that messaging, along with the right tactics to turn these consumer insights into sales.
2) Amplify your brand and reinforce your message across all touchpoints. Look at and check your programming, visuals, and messaging across digital and print channels. Ensure consistency in messaging, look and feel.
Reinforce digital messages in the offline world. Consider all customer touchpoints as an opportunity to amplify your brand and leverage your brand spend – this includes extending your messaging and voice into customer service, PR, events, experiential, social, and other touchpoints.
3) Find additional ways to bring your brand to life. Create deep meaningful consumer touches – extending from brand experience to how you interact you’re your customer at customer service touchpoints. Activate channels that will bring the brand and its vision alive.
This Diesel pop-up received a lot of criticism, but I consider this to be a great example of an experiential campaign that works with the brand strategy. It reinforces what was the Diesel Manifesto: “We decode the world around us, take it apart, and unlock what we thought we knew”. If you watch the video, it also provides a quality message.
Your digital campaign should strengthen what you are doing in the physical channels (and vice versa), and then you can bring these things to life through experiential campaigns. Then amplify the message and build credibility through PR, testimonials, and a reviews strategy.