What is the organizational goal?
And what constitutes success?
How will you measure progress to that goal?

Every marketing plan should start with this in mind. You need to know where you are going before trying to get there. The plan must consider factors like internal strengths and weaknesses, the economy, the regulatory climate, environmental concerns, technology, competition, consumer sentiment, and more. Once you know where you need to go, you must evaluate multiple approaches (a.k.a. marketing strategies) and determine the best way to move toward and achieve the objective. Not every strategy is right for every objective. You need to know your audience and the best way to reach them. Not only do you need to raise awareness of your brand and product, but you want to create a preference for your product over that of the competition. And you want your audience to buy your product. And buy it again. And buy some of your other products. Over and over. Again and again.

This is what I’ve been helping companies do for more than 20 years.

  • For both B2B and B2C products and services
  • For marketing, publishing, automotive, real estate, mortgage and technology products
  • On the client side, and on the agency side.

One thing I’ve learned, is that no matter where you are, the rules don’t change. The products, audiences, technologies, budgets and methodologies may morph, but the rules stay the same. And I know the rules, and I can put them to work. For you.