An overview of our Marketing Diagnostic that we conduct as a necessary first step for clients:
Gives deep insight into your current brand positioning, marketing and competitive strengths and weaknesses.
Creates a roadmap to improved customer and prospect marketing.
In this diagnostic process we dive deep into a:
- Client’s business
- Customer base
- Competitive set
- Revenue growth and
- Sales goals.
To do this we conduct in-depth discussions with
- Client principals/management
- Other representative employees at all levels
- Selected customers and prospects, and
- Relevant outside experts in the specific category.
The focus of this intensive review is understanding and insight into both strategic and tactical issues.
- What kind of brand are you?
- What is your brand’s positioning, and how is it different from your competitors?
- Specifically, how many of the following factors will your products/services impact:
- The “standards” – delivery, selection and breadth of offerings, price, return policy
- Use of technology to make interaction easier for customers
- Essential value delivery
- Providing extra value through creativity and “disruptive” actions
- Cost reduction
- Variation reduction
- Interaction with vendors – where are products made, how are they shipped etc.
- Where do you want your brand to be two years from now?
- Awareness; perception; reputation
- Customer acquisition and loyalty
- Market share; revenue; profit
- What are your most pressing marketing, sales, advertising issues today?
- Most pressing manufacturing, logistics, warehousing, delivery/shipping issues?
- What are the sales propositions for your products/services that you sell?
- What are you doing now to:
- Establish the superiority of your brand and its offerings?
- Attract and drive customers to your products/services (part of this is to clearly define the customer prospect)?
Our recommendations include a diagnosis of your brand strategy and product sales propositions’ strengths and weaknesses, and prescriptive measures, which will serve as a map:
- Develop a formal Brand Objective statement, Brand Footprint and Product Sales Propositions, and provide direction on how to compete as a Leader, Challenger or “Other” brand; this is all meant to provide focus, discipline and consistency to your marketing.
- Provide perspective and prescription on your internal marketing, sales, advertising and promotion activities.
- Perspective on your competitive posture, and how your key customers see you (external factors).
- Provide insight into the comparative value that you bring to market based on the quality of your products and how you price them.
- We provide a bullet-point summary of our assessment and recommendations, and on-going consultation (typically via phone) for up to three months after the engagement.