How to Choose a Marketing Company:
Key #6: Marketing Strategy and Tactics
Strategy
Your marketing strategy is your promotional message. It is all about what you say and the way you say it. This includes your headlines, sub-headlines, illustrations and photos, ad copy and your offer. Here is a summary of what each should contain:
Headline: Emotional hot buttons combined with the conditions that make a person or business a prospect.
Sub-headline: Promises to educate.
Ad (promotion copy): Educates what prospective buyers should look for and watch out for. In the case of a new product category, it informs how to decide if the product or service would be a good choice and what the key benefits are. Long copy should be broken down by sub-headers.
The second step establishes the case for your product. You need to provide convincing evidence concerning what is important to your target market, and each point of what they should look for and watch out for. The more your audience is in agreement with your responses and believes your evidence, the more likely they are to respond to your offer.
Offer: Provides a no-risk offer for additional information and a low-risk offer to try your product.
Your marketing tactics include what promotional pieces you plan to create, your frequency and how you are going to communicate your messages (media). Usually it is best to use a combination of media, such as direct mail, e-mail and faxes. (E-mail and faxes should only be sent to those who have inquired about your product or service, such as via print advertising and/or telemarketing). Depending on your situation, radio, television, a Web site or telemarketing can be advantageous.
Your tactical plan should list every activity you are going to do with time-lines and assignments of responsibility for completing each project. Your media plan should be scheduled at least six months ahead of time, preferably a year.
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