“Strategy is about making choices, trade-offs;
it’s about deliberately choosing to be different.”
– Michael Porter, Institute Director, Harvard Business School

Sounds simple enough.
But then, choosing to be different requires in-depth knowledge of the market and the competition and an honest assessment of your offering. Making choices is one thing – making informed choices another.

Marketing Strategy Consulting

Marketing strategy is closely aligned with the overall business strategy, supporting business goals and objectives, while uncovering opportunities to differentiate and emphasize the unique value of the offering.

Marketing strategy lies at the center of all tactical marketing, sales, product management and communication activities, ensuring that consistent messaging and branding occurs across the multiple contact points.

To assist businesses with the marketing strategy process, Seven Aspens Marketing Services & Consulting offers a Marketing Strategy Consulting package that includes the research and development of a marketing strategy including marketing discovery process, market research, product or service definition, customers and the buying process, positioning and messaging, marketing opportunities, tactical marketing plan recommendations.

Marketing Strategy Consulting: Discovery Process

A marketing strategy discovery process utilizing practical & proven methods is used to obtain background information, enable an accurate assessment of the current environment, determine potential strategic changes and prioritize opportunities that will deliver maximum business value.
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Marketing Strategy Consulting: Market research

Knowledge of markets, customers, competitors, products, services, market trends and changing customer needs, wants and satisfaction criteria provides insight for better decision-making. Various market research methodologies & approaches are implemented to achieve informative, effective results that serve as a foundation for optimizing marketing efforts.
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Marketing Strategy Consulting: Product or service definition

The ability to clearly communicate the unique benefits of a product or service is critical for achieving marketing success and should be consistent in all marketing communications. Features and benefits are documented and clearly described to provide a clear understanding of the attributes of the product or service.
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Marketing Strategy Consulting: Customer and the buying process

Beginning with the existing customer base and continuing through target markets, as assessment of what buyers want, how buyers find solutions to their needs, what triggers a buying decision and the buyers’ preferred communication methods is gathered. Similarities, trends and differences between the buying groups will used in selection of target markets, positioning, messaging and communication channels.
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Marketing Strategy Consulting: Positioning and messaging

Positioning defines and controls the overall identity of a product or service and involves the art of ensuring the unique benefits of the offering are effectively communicated and matched with the prospective customer’s needs and desires.
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Marketing Strategy Consulting: Marketing opportunities

Numerous potential marketing opportunities are identified and grouped into three main categories: Awareness activities, Online marketing opportunities and Offline marketing opportunities.
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Marketing Strategy Consulting: Tactical marketing plan recommendations

From the numerous potential opportunities that are identified, recommendations are provided for inclusion in a tactical marketing plan. The flexibility of the format works well with marketing budgets of all size, allowing for expansion or contraction as the marketing budget fluctuates.
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