Strategy is shaped by two critical elements.
First are the objectives of your business or organisation. Second are the insights you have teased from your customers, employees and key influencers.
As an evidenced-based organisation, we at Spinifex like to start with your customers and other stakeholders.
Whether they’re your sales team or landholders who want to control weeds or veterinarians and nurses at a veterinary clinic or lenders at a bank, getting inside their head, their concerns, their frustrations and aspirations is critical to providing the insights to define the gap between their needs and your business objectives.
Then you can begin your strategic planning that will allow you to deliver the results you want.
The objective is realistic? Your strategy is promising?
Now you just have to execute.
You know the feeling. Great plan – who’s going to do it? You’re proceeding down the road to execute your strategy and there’s a world full of cardigan-wearing advisers standing by with the knowing look and the, “Oh, I wouldn’t have done it like that” comment. Execution is key.
It’s refreshing when you find a bear hunter who wants to catch your ‘big one’ and believes if we can’t go over it, and we can’t go under it, well, we’re just going to have to go through it!
We know how to roll up our sleeves and get dirty with tough timelines and a can-do attitude. We make the necessary phone calls, pack the urgent box, analyse the ROI gaps and put our collective shoulders to the wheel to make your stuff happen.
The rise of augmented reality and virtual reality. The changing influencer market. Understanding of the customer journey.
Ding. Dong. Is the ubiquity of personalisation, conversational user interfaces (think Alexa or Google Home) and the use of predictive algorithms spelling the death of creativity?
We knew, years ago, that people were running away from the traditional ad and towards people they know and trust. Use of online ad blockers is set to hit 30 per cent of users. Yesterday, creativity was the big stick that broke through TV’s ad break clutter but today, how we use creativity is different.
Creativity must engage. It must be helpful. It must be authentic to get customers to stay longer and spend more.
Creative concept? Creative use of a medium? A creative reimagining of the customer? A more creative way to converse?
Or what about creating with the customer instead of for them? They’re creating content too. After all, your customers are the new channel.
Want to get creative? Call us.
Back in 2001, we had clients who asked, “Can we have a website with our mass media campaign?” Now it’s a digital strategy. But is going ‘digital’ just selecting some digital technologies, automation and some digital channels because your organisation recognises that its customers are using and buying through digital platforms and devices? And can you reduce your costs by self-service or a digital (human-less) experience?
At Spinifex, we believe that a digital transformation should start back with your business strategy, where you continuously redefine your customer experience and where you can win or retain customers or defend market share. Digital may become some of the important touch points.
Good business decisions are based on facts. As we say at Spinifex, “We won’t ask you to bet your house on our good idea”.
Market research reduces risk. We all believe we know our customers and the customers we would like to have. But investing a portion of your marketing budget in understanding the target customer you want by asking them about their fears, frustrations and aspirations provides the insights that allow you to focus your marketing spend on the segments that value your product or service.
It’s the foundation of a marketing plan. Ours anyway.
A brand is more than a logo or brand guidelines. Much more. It’s the experience you provide your customer. It has values, it delivers a promise and has a voice. No doubt that is expressed through your logo, your colour, but just as importantly your brand expresses itself through your service, your team, your vehicles, your attitude and your approach.
Of course, your brand needs clarity, consistency and most importantly authenticity to resonate with your audience.
“What about some posts on Facebook?” A marketing plan needs a social media strategy, doesn’t it? Like all media, investing your marketing resources wisely means evaluating all the media opportunities to reach your target audience with the measuring stick of ‘reach’ and ‘engagement’.
If your target audience is using social media and your sums suggest it is a cost-effective way to reach and engage with them, then social media should be an important part of your marketing plan.
However, getting your receptionist, who spends their life on Facebook, to post daily or weekly, might avail your brand of the reach social media has with your target audience; but this could miss the engagement outcome you want.
If your customer sells your product along with your competitors’ products, understanding that rebates, margins and cooperative advertising might get your product onto the store shelf or preferred list – but not result in getting it into shoppers’ hands – can be a critical final piece in the sales process.
If those who are best placed to promote your product from a shelf to a shopping bag know more about your product than your competitors’ products, you have an edge. Product training via engaging online learning is key.
Our experience in bringing that product training to the job via mobile devices that everyone owns, rather than via the classroom, has yielded proven results in sales revenue.
The marketing and communications world is full of ivory tower-sitting slick Ricks who can can dazzle you with pretty websites, funky social posts and award-winning copy. But hitting your marketing, communication and sales goals is where the money is. That’s what we call results.
We would never suggest that we are the only ones who can can create you a fancy brochure (that your sales team believe they need to detail your product with store managers). However, creating a brochure that assists your sales team to walk out the door with an order requires a whole different level of knowledge (customer, product and competitor) to ensure ‘what’s in it for the customer’ is met with the right result.
So if you are looking for something that just looks good, then maybe you should keep looking. Want results? You’re in the right place.