Marketing Strategy: We All Talk About Strategy ? What Is It ...

For 10 years I taught happily lead to the progression of the Direct Marketing at New York University. Every year at one of the three most difficult things about the concept of strategy.

In addition, many of our customers has never been to grasp the concept. One of them, who shall remain nameless ? my lips are sealed ? a strange hybrid they created a ?strategic goal?.

The strategy is the big deal.

Strategy is part of a plan, the third part of a typical marketing plan. The first two parts are the background and purpose. Only when these two are in place, you can begin to develop the strategy.

A major obstacle to developing a strategy is that there are some four tactics. People confuse strategy and tactics, their subconscious that are there for her simple tactics. As the strategy is difficult to run, most people subtactical and tactical issues such as budget, creative, color, font, slogan.

Look up ?strategy? at Merriam-Webster.

If you look at the strategy in the dictionary, you find something like this: science or art of the planning and execution of a war or a military campaign, a carefully developed measures to achieve a goal, or the art of the development or execution of a such a plan.

At NYU, we started with a simpler approach: The strategy of generals, makes any tactic on general strategy. And there?s a domino effect: The strategy of your boss is your goal, and so on down the line. In an organization, strategy and all the tactical thing is like a pyramid scheme. The strategy begins at the tip of the few experts (in theory). The people who execute the strategy to develop their own mini-strategies.

It begins with an understanding of the objective. What exactly do we want? Does exactly the number, in dollars, time:

?Sell Widgets 250 000 at an average price of $ 29.99 in 2012.?

?Get 25% (500) of lost customers (2,000) of Q3, 2012.?

?Increasing the average order size by 10% from Q2 2012.?

?You move 50% of the business on our website by the end of 2013.?

The goal must be realistic. If you have sold only 2,500 widgets in the past year with a marketing budget of $ 50,000, you will not sell to 250,000 in 2012, without a significant increase in the budget.

You may see dozens of targets ? it keeps people happy ? but there is always a real goal and an appropriate statement of strategic importance.

At NYU, we used the example of the Trojan. Long story short, the horse was a tactic. The goal was to conquer the city of Troy. The strategy was to run into someone who know the city gates without opening Trojans. The Greeks probably a dozen or more tactical and fixed on the horse. After falling into place every tactic.

In other words, the strategy of the legendary Big Idea. And it usually is an obvious idea ? once someone says it.

In marketing, direct marketing, in particular, there are many sub-strategies: Tests of the target audience, creative, list, offer, databasing, upselling, etc.

When we ran from Ford Canada?s first direct marketing program, we spent much time collecting information (background) and we developed a target on sales of midrange vehicles are based. So what?

We quickly realized that we have a database of car owners (provincial records were ? and still is ? not in Canada) to build. And that was our strategy: to strengthen the database owner, then caress. The following program has a lot of cars sold, generating revenues in line at the bottom of the company otherwise would have won 14 times the costs of marketing have.

Source: http://www.pedkar2010.org/marketing-strategy-we-all-talk-about-strategy-what-is-it

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