Strategic Marketing Planning

• We look at the big picture to optimize effectiveness
• Strategy 

Strategic marketing plans have one overarching goal: To create a unified strategy to promote and sell the entirety of the products and services your company offers. Such a plan accounts for all the markets you serve and identifies all the organizational elements – finance, research, production, distribution, operations and more – available to achieve the plan’s objectives.

 

The rise of marketing professionals and growth of company marketing departments is testament to the importance of the strategic marketing planning function. Nonetheless, handling this task entirely in-house can be a challenge. It’s the difficulty of seeing the forest through the trees and the conundrum of knowing a subject too well, as well as the demands of day-to-day operations, that can make internally driven strategic marketing and planning initiatives difficult. Immersed in the ongoing responsibilities of tactical marketing objectives or operational challenges, it’s easy to lose sight of the big picture, and to focus on near term rather than long term goals.

 

Can you clearly articulate and present a comprehensive analysis of your company’s strategy and objectives, and define your corporate development strategy? If not, you or your organization would likely benefit from outside strategic marketing expertise. Because without a unified marketing approach, the organization’s components cannot work together toward a common objective.

 

A strategic marketing plan allows abstract corporate strategy to be channeled into concrete initiatives. It provides the framework for key decisions such as what market niches to target, the tactics to use, and even the product distribution channels to employ.

 

Premiere Creative’s Development Process

 

Premiere Creative works closely with clients to develop strategic marketing plans. We identify the strategic business unit (SBU), whether that constitutes the entire organization or, for some marketing objectives, a division or even single product. Based on the business, the customers, and the competition, we analyze all facets of the business situation, define strategy options, and establish controls for testing a evaluating strategic marketing initiatives.

 

The Business –

We establish the economic and demographic variables of the SBU’s market, and the technological, sociocultural, and political and legal variables that affect their business. We evaluate the company’s key competencies as well as its weaknesses, its opportunities and threats.

 

The Customer –

Our customer analysis encompasses estimated annual purchases and projected growth rate. We investigate the size of the potential market, the demographics, geographic issues, purchasing motivations and practices, and more.

 

The competition –

We analyze key competitors to determine their strengths and weaknesses, market share and trends, financial stability and profitability, management quality, and their business and marketing strategy.

 

Our analysis yields actionable and quantifiable results that form the foundation and the methodologies of the strategic marketing plan:

 

Marketing Objectives: We define specific, measurable objectives and goals for the strategic campaign.

 

Marketing mix analysis: Under the strategic campaign umbrella, we create a blueprint for marketing each product or service the SBU offers.

 

Marketing activity analysis: We identify the tactical elements – budgets, responsible parties, timetables and more – for the individual product or service marketing initiatives.

 

Promotional activity analysis: We focus on opportunities to enhance the power of the marketing campaign through specific promotions.

 

A strategic marketing plan is not a static document. Markets, customers, competitors, and your own organization are constantly changing. Your marketing plan must change to reflect these shifts. We recommend an annual comprehensive review of your strategy and its execution. A good marketing plan will give you the flexibility to easily adapt. And if it’s like the ones we develop at Premiere Creative, it will provide the tools to measure and quantify the success of your plan and its implementation.