be honest, be smart, bring clarity of purpose
Finding the right marketing mix is always a significant challenge for any business. The best route takes an honest look at you, your customers and what you have to offer. Customers are rarely identical and segment by their preferences and motivations. These sub-groups respond in ways that can be subtly or vastly different. Understanding this is essential.
Each tool has a cost, an ideal audience and so on. As an example, e-shots produce trackable results at low cost but aren’t much use to catch one-off consumer purchases that follow no pattern. Knowing exactly what each tool is likely to achieve for you is not a question that can always be answered easily. If it were a simple equation, we’d just punch in the numbers and, hey presto, there’s our strategy.
The smart part is the enablement of this process, shaping a strategy and creating the tools. It’s hard, when you live and breathe your business, to be detached – step from behind your desk into the world of your customers – we’ll make this real. Once explored, you’ll want the clarity of a plan that fits within your resources, goes for the biggest wins first and builds into the future to meet longer-term goals.
This is the Carbonsix formula. Explore the elements for an insight into the building blocks of a strategy.