RASPBERRYFOX marketing and branding strategy

Today I’m thinking about meaningful strategic planning and business planning in a world that is rapidly changing. As a marketing and branding strategist, I’ve always preached about having:

- goals and measurable objectives;
- clear strategies to achieve those objectives;
- a focused target market that is well understood;
- rational and emotional reasons to believe and engage in your brand;
- a strong understanding of the organization, competitors and environment; and,
- a tactical plan that links back to the objectives.

I think these fundamental still hold true. So, what has changed?

What has changed is the frequency that an organization needs to examine and perhaps tweak its plans. A business plan or marketing plan should be in arms reach, not collecting dust on the shelf. How often do you reference your plans? How often do you ask, is this still relevant and true?

In particular, the SWOT analysis and PEST analysis should be reviewed and updated every 6 months. Don’t assume that everything is the same. Our environment changes rapidly and an organization needs to be slightly ahead of the curve. How often do you survey the environmental landscape? How much has changed since you last took a close look?

Plans are not static. They evolve and improve. Yes, the process of planning is still crucial because it makes you stop, listen, evaluate and make strategic decisions with a specific purpose in mind.

Not many people love to plan. Or, they get stuck in the process of planning and never move forward. For the entrepreneur or small organization, my suggestion, is once a quarter dedicate 1 day (8 hours) to reviewing your plans, surveying the broader market and making modifications.

Of course, you should be listening and having an ongoing dialogue with your customers almost daily. (Hopefully you’re using social media and web 2.0 tools.) As you encounter interesting ideas and opportunities. Jot them down. If they’re mid-to-long term then add them to your plans quarterly. If it’s a short term opportunity, pull out your plan briefly, ask yourself if it is inline with the objectives and strategies – if yes. Do it.

I’d love to hear your thoughts on how you think business planning has changed and how your organization has adapted.

- Jenifer Schaefer

Posted under Strategy

Here it is. The first of many posts. I like to think of these entries like little seeds to germinate, grow and flourish – should I be so lucky.

The task of writing one’s first post is exciting and a bit daunting. There are so many areas to explore and ideas to share.  Here’s the first thought to ponder.

Should online promotions for internet based products and services have geographic/ political boundaries?

Background: I am an avid user of Plurk and one of the people I follow is nethead. He plurked that there were “FREE MP3s from Amazon.com.” I was delighted to read about the promotion and eager to take a look at their song selection. There were a few there that interested me, but when I moved onto the ‘download’ step I was blocked. It was only for people located in the United States – or those who faked their ID (not my style).  Yes. (dot)CA was blocked and I was disappointed. After hurting Amazon’s brand for me because of the negative experience, I started to think if if the promotion should have been approached differently. Amazon is a completely online retailer and it’s MP3′s are even delivered online. Shouldn’t that lend its promotions to being open globally, and not limited to geographic/ political boundaries?

Business Application: When developing your promotional objectives, strategies and tactics start to think beyond your usual geographic markets and think ‘net’. Ask  yourself the following five questions?

1. What are our goals and measurable objectives with this promotion?
2. Why do our customers buy and use our product?
3. Does it matter where our customers are geographically located? Isn’t it enough that we’re reaching our target market?
4. How can we overcome real, or mentally created, barriers to delivering this promotion without geographic boundaries and focus on reaching our target market?
5. If we commit to thinking and acting in a global perspective, are we going to be able to handle the success?

Online promotions are only one aspect of marketing and branding. Thinking from a more strategic level it’s important for organizations to understand that Brands are global. Brand experiences occur around the world, a great thank-you to the internet and social networking sites. Brands do not stop at the boarder crossing. If you haven’t already… it’s time to break down those geographic silos and be a global brand. Think. Act. Be Global.

I’d love to hear your feedback and ideas.

Posted under Branding, Global Focus, Promotions, Strategy