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Our first step in
any strategic engagement is to understand two important
things:
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Your strategic
ambition for your business
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Your brand’s
positioning.
Even if you’re
just starting the business or perhaps if the positioning is
in flux, we’ll work with you to create a draft version that
we can update along the way. When you’re contemplating an
investment in marketing clarifying how you want to
communicate your “winning ideal” can be your highest
leverage investment. In other words, get your message right
upfront because everything else depends on it.
Next, we’ll
analyze your marketing efforts, including all of the
analytics surrounding your marketing investments. This
includes the current behavior of visitors to your web site,
the open rate of your email campaigns.
We’ll compare your investment levels with other players in
your industry and compare your results with industry
benchmarks.
Along the way, we may also want to talk to your customers.
No matter what technologies are available, there’s really
nothing like a real, open conversation. And, you may be
surprised at what your prospects or customers will tell a
third party that they won’t come out and admit to your sales
team.
The outcome of this assessment will highlight how well your
current marketing investments are helping you achieve your
ambition, or maybe even standing in your way.
Next, based on the findings in the
Marketing Situation Assessment, we’ll develop your
marketing strategy. This is our best recommendation
and a high-level plan for achieving your overall ambition
through marketing. We’ll take into consideration not
only what you need to do to out-maneuver
your competitors, but
also consider how you should apply the latest
marketing technologies.
Once we are on the same page as to the
marketing strategy, we’ll often work with clients to get
right down to the smallest detail. In other words, what
specific marketing investments (even features and
functionality for websites), should be implemented to
support the marketing strategy. And what month should they
be in market, and how much will they cost . . . right down
to how many hours, dollars and cents will be required.
We’ll describe in detail where you should invest your
marketing budget and how different elements should come
together to drive business results.
Ad agencies might recommend what to do, but they’re not
really well versed in details of technology. Web
shops know the technology, but don’t know much about
marketing.
Our clients appreciate that our strategic advice is informed
with real, day-to-day marketing and technology experience.
You won’t catch us providing general advice that can be
misinterpreted. We’ll be quite specific because we know that
sometimes small differences or variations make all the
difference.
What really matter is the execution of
the plan and the tracking of the results. We often work
with clients to create the elements of the plan, then track
the results on a monthly basis. We create a customized
Report to provide monthly results, a summary of
investments, online behaviors, and yes, don’t faint, the
return on your marketing investment. Your marketing may
never be the same again.
EPMP, LLC will demonstrate how the
discipline of marketing management can help marketers take
advantage of their company’s investments in information and
bring an ROI mindset to everything marketers do.
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