Seriously upgraded results
Big marketing for small and medium business
Inside-OutHouse Module 1
Professional strategy and marketing planning
Good planning isn’t imposed on a business, it’s drawn from within it. Your Marketing Manager works closely with you and collaborates with your team through the critical planning phase. Here’s how it works:
- Research; a period of immersive research and insight gathering into your business, your sector and your competitors
- Stakeholder meetings; we’ll sit and have a ‘fireside chat’ with your key stakeholders to collect the personal wisdom and insight that’s rarely documented anywhere
- Stakeholder workshop; a consensus-oriented development and orientation session
- Planning; we develop your Marketing BluePrint, a comprehensive document that provides the necessary foundations of good brand and marketing planning including
- Competitive review
- Review of current tools, processes and materials
- SWOT analysis
- Brand strategy
- Insights & challenges identification
- What are we trying the achieve and how will we measure performance (metrics)
- Who we want to talk to (the target market)
- What are we going to say (Brand, messaging and value proposition)
- Where will we say it (channels we will use)
- When will we say it (tactical plan)
- What we need to spend (budget)
- Submission of the plan and discussion
- At the completion of this phase you may choose to continue to work with us or not
Your plan will include a disciplined methodology developed over decades and dozens of SME’s. Whilst the campaigns and tactics that result can be very different, but experience has showed us that this methodology works every time.
Inside-OutHouse Module 2
Implemention – ongoing delivery of the plan
The marketing plan has identified the appropriate channels, resources, propositions and more. Now it needs to be turned into reality – on time and on budget. This process is highly variable depending on business needs; it can involve some or all the of the following:
- Manage timelines and budgets to ensure plan is successfully delivered
- Leverage and manage Permission specialist team resources
- Brand development
- Social strategy
- Search advertising and optimisation
- Media planning and buying
- Creative and production
- Artwork, illustration, photography, retouching etc
- Technical – build, automate, integrate
- Campaign management - delivery
- Report, adjust and optimise activity. Staying close to your business performance, responding rapidly and tweaking for success:
- Weekly WIP meeting – face-to-face and on the phone
- Monthly monitoring and reporting
- Quarterly reviews, benchmarking and objective setting
- Annual plan updates
Why do we put so much emphasis on planning?
In today’s marketing world where the channels under consideration have exploded from maybe a dozen to literally hundreds, strategy is as much what not to do, as what to do.
Failing to plan is like planning to fail.
A business without a well-articulated strategy is like an orchestra without a conductor - it’s dispiriting and ineffective as individual interpretations are played at cross purposes.
Your Marketing Plan delivers shared vision, strategy and an actionable plan your people own and believe in.
It’s real, unifying and deeply motivating, focusing your marketing – and your team - on a powerful new future.