Marketing planning. The process of looking at external market factors and then building your brand identity and communications and customer experience can often be challenging. Read our experiences from the world of marketing planning.
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Why read this? : A market attractiveness model helps you decide which segments to target. We share how it works with an example of a common targeting decision. Learn the types of data you can
Why read this? : The Ansoff matrix identifies 4 different sources of business growth. We share the pros and cons of each, with real-life examples. We also apply the Ansoff matrix to a business case study
Why read this? : Bias in market research makes your results less reliable. We share different ways it appears in each of the 3 types of research approach. Learn who and what causes it, and how
Why read this? : Marketing agencies give you access to extra skills and resources. But how do you work out which type of agency you need? Read this to learn how to define what type
Why read this? : Brand values set out what your brand stands for, and what it does. But how do you decide what they are? We go through a simple values model to help start
Why read this? : Organising your marketing data helps you make faster and better decisions. We share how to identify what you need and where to find it. Learn the different types of marketing data
Why read this? : Your website is a core part of your digital marketing plan. This week, we share the many benefits it brings to your business. Learn how to use your website to hit
Why read this? : Your e-Commerce forecast predicts how much you’ll sell online. We share different ways to set it up, and show how it impacts your marketing, supply and finance plans. Learn how to
Why read this? : We share the pros and cons of early adopters. Learn why they’re such an attractive segment for new products and services. But also why it takes a lot of work to
Why read this? : Any brand that isn’t market leader is a challenger brand. We cover 8 different ways you can be a stronger challenger. For example, learn why it’s important to break with the
Why read this? : You can tell a better story about your brand when you understand how different story types work. We share the 7 most common story types with examples of brands that use
Why read this? : Briefs are how you begin all your marketing activities. Getting them right influences how well your activities go. We share key principles that’ll help you get better at writing briefs. Why