Marketing Consultant Delivers Brand Benefits by Thinking Strategically
I had a great chat yesterday with Peter, a marketing consultant in the Pacific Northwest. We agreed that placing a marketing engagement into a strategic framework is very powerful. It’s often more valuable than simply creating marketing campaigns with no strategic thinking.
For example, one of his clients is a large local firm who wants to attract new retail customers using a variety of online campaigns. The client first asked Peter simply to create and run the campaigns. However, Peter persuaded his client to think of the marketing activities in light of the overall corporate goals. In so doing he achieved these additional benefits for his client:
1. His client better understands the strategic business issues.
The client’s retail sales were suffering from more than just poor marketing campaigns. A fundamental customer question lay at the heart of it: “How are you relevant to my life?” By exploring this question, strategic issues emerged such as inventory selection, store layout and employee training.
2. He increased the marketing campaigns’ effectiveness.
Greater insight into strategic issues often leads to marketing campaigns that are rooted deeply in corporate strategy. By supporting the strategic direction, marketing efforts become more focused and more efficient. They deliver better results at a lower cost.
3. He aligned marketing efforts with operations.
Peter used a Strategy Map to help his client get a clearer picture of the strategic issues and the marketing campaigns. This highlighted certain operational considerations (Process/Technology and Staff sections) that could then be addressed by the operations manager. The marketing project become a catalyst that helped align operations with marketing and integrate them both with the corporate strategy.
4. He didn’t just bring in new customers. He enhanced his client’s brand.
The original marketing exercise (attract new customers to the store) became a true branding exercise (attract new customers to the store and ensure that their experience matches their expectations).
Peter’s work on this engagement clearly went beyond the client’s initial expectations. By delivering additional value Peter differentiated himself from his competition and enhanced his own brand.
What do you think? Are your clients receptive to this strategic perspective?