THE "CRITICAL PATH MARKETING" PROCESS
In "Critical Path
Marketing" everything begins with crystallization of the client’s
objectives. What the client wants and needs regarding advertising /
marketing initiatives is at the heart of the process. For example: we want
to attract more new male and female customers between the ages of 25-55 who
have an average annual household income of $65,000 + and live within 12
miles of our business.
Once the objectives
and goals of the client have been established, the next phase involves
strategic development. Here we consider the creative aspects of the message
to be delivered to the market in order to accomplish the goals of the
client. What will we say? How will we say it? What image do we want to
present to the market? What will be the tone? How will it be designed? What
is the best way to incorporate the marketable aspects of our client into
the message? How should the theme be developed?
Upon completion of
the creative content and style of the message, we then give consideration
to the various delivery methods available. "How" we deliver the
message is as important as "what" the message says. It will do no
good to develop a strategically sound message if the desired market is not
exposed to it. In other words, how do we cost effectively reach the market
we choose to penetrate? Television? Outdoor? Special events? The Internet?
Direct Mail? Radio? Etc.? The list can seem endless.
Finally, now that we
know what the client wants, how to structure the creative elements and
which delivery vehicles to utilize, we can provide an accurate cost
analysis for the campaign or project. Whether the client has an existing
advertising budget or has no specific funds set aside, we can accurately
determine what it will take to reach and sustain momentum within a given
market.
At every step,
"Critical Path Marketing" looks at the marketing process with an
eye towards common sense and economical soundness. By taking an in-depth
look at the needs of the client and establishing that as our foundation, we
can develop a realistic approach to achieving specific marketing goals.
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