When You're Ready To Take The Leap
Strategy | Marketing | Communications |
An Insightful Marketing Plan The heart of any Business Plan because it connects you with your customers, the Marketing Plan can be enhanced by use of tools or techniques such as these. All of them may not be necessary or appropriate for your Plan, but they should be considered before rejection. |
| Qualitative Research is designed to understand how consumers think and act, typically gathered through individual interviews or focus groups. |
| Quantitative Research provides a numeric (statistical) basis for understanding consumer behavior. It can utilize a variety of techniques, ranging from non-proprietary studies to custom designed surveys often involving Internet access to consumers. |
| Awareness Studies are designed to understand the familiarity of your company or competitors, and product(s). Sometimes used by start-ups to establish benchmarks for goal setting and progress measurement. Usually employs quantitative techniques. |
| Image Studies (either qualitative or quantitative) are designed to evaluate dimensions of a brand or product by consumers in a marketplace. Sometimes called Attitude Studies; often gathered simultaneously with Awareness studies. |
| Brand Architecture defines the optimal elements in a brand’s construction: how it is built, how it should look and feel, where and how it should be presented to consumers and how it should be priced. |
| Concept Testing evaluates the potential for success of new brands, products or services, using either quantitative or qualitative techniques; sometimes used as part of beta testing. |
| Targeting Strategies establish to whom marketing approaches should be directed. |
| Key Messaging Platforms are those key areas or channels (such as the Internet, television or print), that carry message content to be used to communicate about a brand, product or service for each target. |