My Marketing Template

Hey!

I’m going to be quick this morning but I’m going to share with you the framework I use to think through any marketing project I’m working on or looking at.

As you are thinking through the things you are working on to recover and get through the pandemic, this might be useful.

1. Market Orientation:

I begin at the beginning by looking at what the customer finds important. I look to see how value can be created for the customer in a way that is meaningful for them.

2. Research:

I check out the market that I’m getting involved in or working on. I like to know what the world I’m dealing with looks like.

3. STP:

Segmenting. Targeting. Positioning.

The Holy Trinity of marketing right there.

Segmenting is like cutting up a pie.

Targeting is picking a destination.

Positioning is picking a route.

4. Put together a strategy:

Where will you compete?

How will you win?

5. The 4 Ps:

Product. Price. Place. Promotion.

Product. What is it? Service? Product?

Price. What’s the cost?

Place: Where will you sell it?

Promotion: communication! How are you selling it?

Again, this is short today but follow this template. It works and it is what I follow.

Next week! November!

Dave