Scorpio uses an integrated marketing approach to problem-solving. As no two businesses are the same, ISN'T THAT THE PRINCIPLE OF MARKETING?, replicating somebody else's marketing strategy will play against your business in the long run. Markets are like the sea: they are challenging but also present themselves as disguised opportunities. Before you decide on any promotional strategy (digital or pr
inted advertising, sponsorship, direct marketing, events etc), you should spend time to understand the challenges and the opportunities that each one carries. This is where primary and secondary research have an important role to play. No only for your promotional strategy but also for every other aspect of your business:
1. Price:
you need to understand your cost structure to make a profit;
2. Product/Service:
if you are a reseller of a known brand they will have done all the leg-work. But if you resell products/services within fluid boundaries, you might become yourself the augmented side of the product/service you are selling as other resellers of the same product will add to the competition from other producers. If you are thinking of developing a new product/service you will need to understand your cost structure and include the salient attributes that trigger buying behaviour in your promotions;
3. Place:
How you take your product/service to the market will dictate your cost structure and your communication strategy;
4. Promotion:
What you communicate, how and where is nothing short of promotion. Your website, for example, is not just a channel of distribution but also a platform for your communication. Here words, images, font and your logo will need to work together to deliver the same salient points about your Brand: who you are, what you stand for and why you are different.
5. Processes:
Processes have an impact on your cost structure, on your product/service, place and promotion. Think of how big companies are big on products but poor on customer services, for example. Processes are about customer experience and they can easily bring down a business reputation, which in turn tarnishes the intrinsic value of the Brand. So when you think of marketing, do not just think of advertising and communication, because marketing is about WHAT to deliver, to WHOM, WHERE, HOW and AT WHAT PRICE. Markets are like the sea, you may be surprised to see what you can find if you know how to look for it. Contact Scorpio to help you navigate the waters or even be the one that makes the waves.
