Planning a Post-Recession Marketing Campaign?
Heinrich Marketing
Find the Right Marketing Strategy to Support Your Brand and Your Plan.
Now that the economy’s picking up, there’s the temptation to entice customers any way possible, with any offer, any tactic. Don’t do it! Now more than ever, you need a well-thought-out strategy, one that employs smart tactics to solve your specific business problems, and that stays true to your brand message. When it comes to strategy, the quickest way there is with a brief. At Heinrich Marketing, we begin every marketing program with a thorough creative brief process. It’s like a road map that helps guide us toward a marketing strategy that can quickly solve our client’s business problems. While they may seem to take extra time and slow the timeline, the payoff is big. A well-written brief will: Clients reap benefits from a creative brief. Taking the time to complete a creative brief, or respond to one that’s been completed for you, can help rally support for a more measured marketing approach in the face of tight schedules and internal marketing demands. Brief benefit #1: An answer to the “need-results-now” crowd. A well-thought-out strategy that supports the brand includes built-in benefits: Retention. When customers see that you understand them, and that you used a well-thought-out approach to determine their needs, you earn their trust and time. See this month's case study as an example. Acquisition. Consistent messaging will more efficiently express your value propositions, and communicate who you are and how you can help potential customers. Brief benefit #2: An easier way to stay on brand, anywhere. Bring your strategy wherever your campaign appears, including online. Technology evolves so fast, it might feel like there are no rules on the Web. Don’t believe it: It all sounds simple, right? But for companies of all sizes, brand consistency in the face of economic downturns and overly-ambitious (and anxious) campaigns can be the biggest challenge. Now more than ever, it’s time for a well-thought out campaign that solves your business problem and supports your brand message across every medium. Then, when the economy runs at full steam again, your brand will be in the lead. Want to craft a brief to fit your business? Call Sandi McCann for more ideas.