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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

 

How to Avoid Costly Strategic Marketing Mistakes

 
In the past several posts, I have stressed the importance of strategic market planning and how it can serve up major benefits to any organization, regardless of its particular industry or business type. The primary drivers of these discussions centered on improving the planning process by making it simpler and more direct using the following guidelines:

  1. Organize by customer needs, not your organization’s needs;
  2. Organize your internal goals based on consensus of gathered market research;
  3. Analyze how to match your organization’s skills and services to your customers’ top needs;
  4. Create a value proposition that aligns with your customers’ needs in an unique and compelling way; and
  5. Drive your marketing based on one core idea.

In order to realize all five of these directives, it is very helpful to have a strategic planning guide you can use to achieve them. The Strategic Planning Wheel below provides you with the steps you can follow to effectively plan and execute your marketing program.

wheel

You might think that every business is different from any other business, and therefore a “planning process” would pigeon hole you. Although there are particulars to each business, the specific planning process can be used for every business—assuming the system is solution-neutral. By that I mean, there is no preconceived notion of outcomes from using the system. Instead, finding a successful strategy almost always occurs from the following steps:

  1. Propose Mission
  2. Propose Goals
  3. Examine Internal Issues
  4. Examine External Issues
  5. Conduct SWOT Analysis
  6. Formulate Strategy and Execute Market Plan

Allowing these steps to guide you in your strategic market planning will bring to light the best strategies your organization can employ. It enables you to determine your best products and which ones to market heavily. This avoids the costly mistake of marketing everything to everyone—which rarely serves an organization well in the short- or long-run.
 
Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?

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