market planning

I know half my marketing spend works - and I'm going to find out which half.

Focusing on what is important, and what works, can save costs and increase effectiveness. We can help you review your objectives and strategy and develop your marketing plan. This could include everything, from re-branding to create greater differentiation from your competitors, or creating interest, awareness, desire and action among potential customers. You can use our experience to help you write a full detailed and budgeted marketing plan for your company, or we can do it for you.

It is important to remain focused on what you are trying to achieve. Who is your target audience and how is it segmented. Then look at where they are on the line from total unawareness of your existence to loyal customer. That will focus you on choosing the right elements from the marketing mix to make your customers loyal to you and stop them switching to your competitors. Often these will feature on the 'soft issues rather than the actual product or service itself.

Finally, it is crucial to ensure that evaluate the performance of what you do to make sure you are using your budget in the most effective way possible.

Case study - Marketing Planning

Leading Edge was brought in to develop the marketing plan of a top 30 contractor and discovered that although the firm's experience was concentrated in some key sectors, it was trying to be all things to all people. By evaluating of its markets we were able to find the sectors where it could find market growth and where its expertise would count. From here we helped develop a focus strategy covering a few sectors. This focused activity built up on its expertise, allowing it to win work from second place and to negotiate.

By focusing on the sectors the company was good in, they became ever better. This meant they stood an even better chance of winning more work in these more profitable sectors. It also meant they didn't waste time going for work in unprofitable areas. Business development activity was prioritised on the market attractiveness rating of clients. A direct mail campaign was designed to create greater awareness of the firm's competencies. Its turnover and profit has grown significantly as a result.

What our clients have said when using us to help with Market Planning:

• "I was very impressed. The information has enabled us to think short term whilst considering the long term"
• "Results were very thorough and the project was good value for money"
• "Knowledge and understanding of our industry"

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