Three Elements EVERY Marketing Mix Should Have... |
...that is if you want your effort to be successful. You've done your strategy work. You've defined your target market, developed compelling positioning, established a competitive analysis and advantage, and packaged your products and/or services in a clear and relevant way. Now you're ready for the fun stuff-the marketing mix. You know, direct mail, email, brochure, web site refresh, public relations, and all of the various tactics you've determined make the most sense given your strategy. But that's the hard part isn't it? Translating your strategy into an effective and efficient (and therefore more affordable) marketing plan. We have had several consulting audit engagements lately where we have reviewed the marketing mix for our clients and provided feedback on what they're doing well and where they can improve. In almost every case, one or more of the following elements is in need of work:
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