Marketing Strategy | Creating Marketing Strategies — Marketing Strategies For Beginners — Session 8

Strategy First, Concept Second!

Understanding the basics:

When we talk about strategy, it is all about what you are not going to do!

So what are going to do is:

1. Strategy First
2. Concept Second
3. Creative Campaign Third

Writing a Strategy Statement:

This is also called as the creative brief. This determines the outlines of way a product or service is to be positioned.

A well-written strategy statement is a concise yet powerful summary of your organization’s plan for achieving its goals. It should communicate your overall direction, competitive advantage, and target audience. Here’s a breakdown on how to write a strong strategy statement:

Key Components:

• Objective: What do you want to achieve? This could be increased market share, brand awareness, customer satisfaction, or a combination of factors.
• Scope: Who are you targeting? Define your target customer or market segment.
• Competitive Advantage: What sets you apart from the competition? How will you deliver unique value to your target audience?

Crafting Your Statement:

• Keep it concise: Aim for 15–20 words ideally.
• Clarity is key: Use clear and concise language that everyone in your organization can understand.
• Actionable: Your statement should be action-oriented, outlining how you’ll achieve your goals.
• Future-focused: Communicate your long-term vision for success.

Here’s a formula to help you structure your statement:

(Objective) for (Target Audience) by (Competitive Advantage)

Examples:

• To become the leading provider of sustainable sportswear for eco-conscious athletes through innovative design and ethical manufacturing.
• To deliver the most engaging mobile banking experience for millennials by leveraging cutting-edge technology and exceptional customer service.
• To revolutionize the fast-food industry by offering healthy and delicious meals made with fresh, local ingredients at an affordable price.

Difference in Strategy, Concept and Campaign:

Marketing Strategy: Create a perception that a brand is as important as X brand.

When you strategically highlight a brand strengths, aligning with shared values, and crafting a compelling brand narrative, you can elevate your brand perception and establish yourself as a powerful competitor.

The battle for brand perception is fierce. To be seen as an equal to a well-established competitor in marketing strategies, consider these strategies:

1. Highlight Shared Values: Identify values your brand shares with the established brand. Emphasize these shared principles to build trust and position yourself as a like-minded alternative.
2. Focus on Unique Strengths: While aligning with some values, identify areas where you excel. Do you offer better customer service, a more innovative product, or a more sustainable approach? Showcase these unique selling points to stand out.
3. Leverage Storytelling: Craft compelling narratives that demonstrate your brand’s impact. Showcase real customers who benefit from your product, similar to how the competitor does.
4. Strategic Alliances: Partner with brands that complement yours, but don’t directly compete. This borrowed association can elevate your brand perception through association.
5. Embrace Disruption: If the established brand is seen as traditional, consider a bold, innovative marketing approach. Stand out by challenging the status quo and offering a fresh perspective.

Idea: Recognize X brands entry into a market

The arrival of a new brand in the market can disrupt the landscape and present both challenges and opportunities. You have to stay informed about new brands entering your market. This allows you to:

Prepare for potential competition: Understanding a new player’s strengths and weaknesses allows you to adjust your strategy.

Identify collaboration opportunities: Sometimes, partnering with a new entrant can be mutually beneficial.

Adapt your marketing message: Highlight how your brand stands out from the new competition.

Execution: Welcome X brand, seriously!

Keep it short and sweet: A concise message is impactful.

Maintain a professional tone: Even in a playful approach, avoid negativity.

Highlight a positive aspect: Focus on the potential benefits of a new entrant, like increased choice for consumers.

Tailor your message to the platform: Consider the audience when choosing your tone and delivery.

Tone: Sincere, Confident, down to earth and humorous

Playful and Inclusive:

• “Welcome to the playground, [Brand Name]! We’re excited to see what you bring to the table.” (Use social media and a lighthearted tone)
• “[Brand Name], we’ve got room for everyone at the table in this market. Let’s see some healthy competition!” (Use a friendly and professional tone)

Respectful and Acknowledging:

• “A warm welcome to [Brand Name] entering the market. We’re always happy to see innovation in our industry.” (Use a professional tone across platforms)
• “[Brand Name], we acknowledge your arrival. The market is full of opportunities, and we wish you well.” (Use a formal and neutral tone in press releases or official statements)

Strategic and Open-Minded:

• “We at [Your Brand] are curious to see what [Brand Name] offers. Perhaps there’s room for collaboration in the future?” (Use a professional and open-minded tone, best for industry publications)
• “[Brand Name] entering the market creates exciting possibilities for both consumers and established brands. We look forward to a dynamic market environment.” (Use a professional tone with a hint of cautious optimism)

Proposition: Your brand is as progressive as Brand X

• Don’t just list features — tell a story. Showcase real examples of how your progressive practices make a positive difference.
• Highlight customer testimonials or success stories that demonstrate the impact of your brand’s commitment.

Assignment: Try the above to form various ads

The Marketing Strategy Statement:

Client: The name of the company or organization responsible for the product or service

Product/Service: The Name of the product/service that is being advertised.

Product and market background (Supposition): Relevant information about the product being advertised. What you want to say about the service, how you want to say it, to whom you want to say it | Competition | historical Information | Success and failures | What consumers feel about your brand)

Competition: List of companies in order of relevance.

Objective: Problems to solve. The problems come from customers that is generally is misconception or ignorance about the product or the service. It can be a problem with the product is viewed or visualized.

Binary Briefing: Understand the 1 and 0, where you define what your concept will bring to the brand.

Are we going for brand share or are we expanding the market?

Are going to trail by non-users or we are targeting the existing users?

Do we have a USP or are we going to do branding?

Should we use a logical argument or mnemonic argument?

Media: Depends on budget and the product

Target Market/Group and Audience:

Proposition/Promise/benefit:

Proposition Support Points:

Tone of Voice:

Mandatories: Inclusions and Exclusions

As marketers, we have to constantly seeking new ways to push boundaries and make a positive impact.

Check out my new work at EFC Limited and Sprint India.