We have become a culture of people on islands. We are divided by political ideology, by age, and by interests. Targeting communication to people in various groups has always been a goal of marketing. The goal of a marketing plan is to craft appropriate messages specifically for each individual group. However, the big change is in the platform, there are many more than there used to be. There are countless more places that competing for our attention than there were even a decade ago.
For the local business owner, an advertising strategy has become much more complex than putting an ad in a local paper or yellow pages. They must also have a robust online footprint as well.
One thing we have seen while working with clients is that there is often not much cohesion between a company’s promotional platforms. The signs up in their business may say one thing, their web site another, and the message on their social media profiles can at best be described as schizophrenic.
Part of this may be due to each media outlet being added on in a piecemeal fashion. It may also be because those properties are parceled out among many hands without coordination between them. Regardless of the reason, the communication to prospective customers is less than it could be. What is needed is a master plan that each promotional channel ties into.
This is the idea behind our “customer conversations” program at Legacy Marketing. We work with our clients to determine what they want to say, who they want to say it to, and then where it should be said.
After working with a number of small businesses, we realized that needs may change from season to season. While everyone needs a plan to follow, creating and executing a marketing plan “in the wild” and in the middle of ongoing operations often looks a little different than in B-school. We designeda plan that could be flexible and yet within a structure to give growing businesses consistency in their marketing efforts.
If you need more consistency in your marketing and messaging to customers, contact us today to launch your own turnkey plan.