Developing a Plan
Although we're not fully ready to launch our marketing campaign. It is important to know the plan you would like to start with and be prepared to commit to that plan. This is a great way to start off, and you can revise throughout your research. According to David Ogilvy, an important American advertising expertise, it is extremely important to position your product. This goes into fully understanding your product, goals, advantages, and your business. You should continuously ask yourself who your target market is because this will likely change throughout the process. Each target market you identify, will need a different aim. Now back to your position, ask yourself these four questions:
Does it offer a benefit that my target audience really wants?
Is it an honest-to-goodness benefit?
Does it truly separate me from my competition?
Is it unique and/or difficult to copy?
These questions help to identify where your position is at. If you are not satisfied with all four of these questions, continue searching. After you are satisfied with your position, you can start thinking about strategy. Levinson stated there are seven simple sentences that can help you create the proper strategy. These sentences talk about your purpose, how you're planning on achieving that, who your target market(s) are, what weapons you have, what your position stands for, your business' identity, and lastly your budget. These sentences allow you to completely identify your brand, and how you're planning on achieving success in a simple paragraph. Having a concise paragraph to describe your business is the best way to gain an audience.
Once your marketing plan takes off you will have to face adversity. The markets are always changing, this could make you think you are failing, but in reality, this is time to evolve. Although it might not seem like it, people forget things and find new niches all the time; don't stop marketing. If you continue marketing correctly, you will strengthen your confidence and identity. Ultimately, if you continue through hard times, you will gain a loyal audience, improve morale, and have an advantage over your competitors.
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