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STRATEGIC MARKETING

STRATEGIC MARKETING

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What is Strategic Marketing?

Why is Strategic Marketing different?

What is Strategic Creative Marketing?


Every marketer has their own interpretation of what is ‘strategic marketing’.

For me’strategic marketing’ is about 1) asking the right questions, conducting the right research, collecting the right information and data, in order to find the right answers, direction and for providing the right strategy to go forward with any sales, marketing and business development. As the wise man once said.. “if you don’t know where you’re going, you’re going to end up someplace else”.

Marketing Concept

“Marketing is the management process responsible for identifying, anticipating, and satisfying customers’ requirements, profitably.”Chartered Institute of Marketing. The marketing guru Philip Kotler defines the Marketing Concept as:
“The marketing concept holds that the key to achieving organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors”

This Kotler breaks down into four components; Market Focus, Customer Orientation, Coordinated Marketing and, Profitability. Some alternative definitions of the Marketing Concept include:
“Your business will perform better, if you know what people want in the first place.”Anon.“Marketing is not only much broader than selling, it is not a specialised activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view.”Druker.

Strategic Marketing

Strategic Marketing is the management process of instilling the marketing concept, into the heart of an organisation and it is this key objective which drives Weston B2B Marketing & PR Consultancy. At the core of Strategic Marketing are; Segmenting, Targeting, and Positioning.

Other Concepts

There are three* basic and contrasting concepts explaining how organisations function. Needless to say the Marketing concept is the one preferred by Marketers! *(The number of concepts varies between three and five according to various authors, but to keep things nice and simple we stick to three) 1. The Production Concept; 2. The Selling Concept; 3. The Marketing Concept.

Production Concept

The production concept, follows the line of thinking that the most important element of a business is its production facility. This is a view especially prevalent amongst engineers, who focus on the means of production rather than the purpose of the production.Common phrases to spot these include:

  • This is the biggest offset widget maker with water cooling in the UK
  • We got ISOnnnn in 1987, the first in the industry
  • We always focus on quality
  • We don’t deliver on Saturdays

Selling Concept

The selling concept progresses from the production concept, in that it acknowledges that customers exist, and focuses on selling them as much stuff as possible.The typical phrases include:

  • Deliveries were up by 3.5% this quarter!
  • I know we don’t have the facilities, but Production must deliver by next week!
  • We need some good “marketing” to move the product; brochures, TV ads, golf days, and sponsor the Olympics!

Strategic Creative Marketing Concept

I have a theory supported by the mighty Carl Rogers*.. that marketers who attend the same marketing institutions, read the same marketing text books, employ the same marketing strategies, taught by the same marketing tutors, attain the same marketing certification… leave thinking the same as the next marketer.

How do I know this? Well for one example.. I have won many client marketing and graphic design pitches because where other marketing people (and agencies) read the client brief and pitched for the business accordingly, I have seen for myself (supported by the client) all the pitches were more-or-less the same strategy, design, plan and even the same budget.

I won the pitch because I did my research and ‘interpreted’ the brief arriving at the presentation with a different thinking – out of the box thinking – and a fresh innovative ‘creative strategic’ approach that not only answered the client brief (fully) but enabled me to stand apart from my colleagues, exceeding expectation of the client brief ..and ultimately delivered (exceeded) the ROI.

I did not attend such marketing courses at such marketing institutions. I attended a different type of course that taught you how to become a ‘creative strategic thinker’ albeit marketing, PR, copywriting, graphic design, selling, brand…

Today I have a set of impressive marketing case studies – worked successfully with over 150 UK and overseas clients – leading marketing and PR agencies – publicity manager at 2 of the UK biggest engineering and technology groups – won awards and nominations for innovation in design, marketing, website development.

Just as creative strategic thinking enables me to stand part from my marketing contemporaries so the creative strategic thinking approach will help your company stand apart from your competitors to your customers achieving the key objectives cost effectively.


See also my white papers –

  • MARKETING COMMUNICATIONS
  • WHY FULLY INTEGRATED MARKETING
  • ESCAPING THE ‘MARKET STALL’ APPROACH
  • THE BIGGEST EFFECT ON MARKETING TODAY
  • THE ‘IMPS’ MARKETING PLANNER SYSTEM
  • THE SECRET OF SUCCESSFUL EXHIBITIONS AND TRADE SHOWS

“We was referred to Gary’s marketing services and from the start he impressed us when on the spot he conceived the ‘V-Event’ (award winning) strategy which successfully and cost efficiently launched our business from Finland into the highly competitive UK market variable speed drives sector.” …Steve Takher, MD, Vacon Drives UK Ltd

“Gary worked with us for 18 months successful devising and launching our next generation control and safety system into the worldwide oil and gas / marine and offshore markets against the world’s biggest technology and engineering brands.” …Peter West, Technical Director, ICS-Triplex PLC

PUBLIC RELATIONS

PUBLIC RELATIONS

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The public relations (PR) role in a business today is much more important and relevant to business performance and any fully integrated marketing and business strategy – much more relevant than just providing press information and articles to trade press and media.

The role of B2B PR is is connect, interact, challenge, engage and influence potential customer’s, website visitors, readers and target audiences – to act, respond, call, request, buy. God PR has the power to achieve all this and more.

PR today MUST be proactive to perform and achieve the desired results for your business success

The style, character, keywording and language of text and writing influences – the timing and media reaches and connect – the design, layout, images enhance and provoke – the chutzpah of copy will raise emotions and perceptions above competitors.

The PR manager is a special breed who understands how PR dovetails with the marketing and sales functions.

BUSINESS DEVELOPMENT

BUSINESS DEVELOPMENT

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Business development means something different for different companies and different businesses.
Typically –
  • business development
  • marketing strategy, direction, counsel, management
  • sales and marketing – integrated and accountable for ROI
  • PR support to connect, engage, network, influence, generate response
  • new customers, new clients
  • increased brand profile
  • stronger brand credibility, brand confidence to leverage interest and purchase
  • sales team performance and productivity (ROI), sales lead generation, new customer generation
  • branding, logo, corporate identity
  • redesign of marketing collateral for stronger business performance – sales literature that really works
  • strategic marketing collateral, digital marketing, SEO, social media, online advertising
  • specialist B2B award winning exhibitions, trade show, events marketing and services – UK, overseas
  • specialist B2B marketing communications – offline, online
  • CRM – customer relationship management
  • marketing campaigns – advertising, direct mail, sales promotion, email, etc
  • staff training, staff mentoring, team management

 

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B2B MARKETING COMMUNICATIONS

B2B MARKETING COMMUNICATIONS

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Business-to-business (B2B) marketing communications is the integrated strategic conversation between two companies – typically the client communications to their customers (external communications); or the client communication to their staff (internal communications).

Effective business-to-business marketing communications is about building relationships.

Web>Effective B2B marketing communications has to be fully integrated and multi-channel communications – bringing together the brand, logo, text, graphics, video, corporate, digital, website, printed, public relations, stationery, signage, etc – every aspect of business communications your customers come into contact with.

Executed efficiently, marketing communications is the most powerful influencer, business generator and CTAs tool of the marketing mix. In my opinion, every aspect of the business marketing and sales mix relates to ‘communications’ – that is how you communicate , describe and portray the brand, logo, products, services, sales literature, website, etc.

marketing communications is a way of looking at the whole marketing process from the view point of the customer.. Philip Kotler


To be an effective successful marketing communicator you need to fully understand your target audiences who typically are customers, stakeholders, buyers, technicians, senior and middle management, finance directors, members, readers, and many more applicable to the type business. Some clients are not even aware who their target audience is.

You need to have the experience and skills to develop the right approach, style, language, design to be accepted and approved to influence a reaction, response, action. Get your marketing communications right and the results can exceed expectation. Get your marketing communications wrong and the adverse effects of miscommunication can be costly and very time consuming to rectify.


With the experience of working with over 150 UK and overseas B2B companies and clients from PLCs to SMEs I have developed a specialist insight and understanding of every aspect of a company’s marketing communications.

Clients can begin with a marketing communications audit where I can research and analysing how your business and brand communications and relates to your customers and target audiences – what you can do strengthen and improve those communications. Clients are surprised what such an audit reveals and how useful this report is to their business.


“I never would have believed a new brand and new website could have so much positive impact on our business.” …M. Griffin, MD, Sussex Blast Cleaning Ltd