Dr. Günter Umbach

How to Develop a Sustainable Marketing Strategy: Step by Step

1) Analysis: Investigate target group and environment
2) Unmet need: Understand the prospect’s problem
3) Positioning: Develop a powerful message
– Attention: Arouse interest for content
– Benefit: Offer a fact-based solution
– Superiority: Show unique value
– Validation: Support with reference, quote, story
– Behaviour: Ask for action
4) Modes of expression: Address all senses creatively
5) Check: Test draft, adapt to feedback, test again …
6) Channels: Find effective communication routes
7) Success Criteria: Define key performance indicators
Final step: Collect and store customer contact data

Remember: People are always the most important success factor

http://www.umbachpartner.com/cms/download/Marketing-Tips-English.pdf

This entry was posted on March 22, 2010 at 6:13 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.