By T. Calkins
Breakthrough advertising Plans indicates how you can create less complicated and extra robust advertising plans in an age of accelerating quantities of information, advertising and marketing strategies, and aggressive pressure.
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Extra info for Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth
Reducing the amount of discounting on a business will probably strengthen it in the long run by reducing the focus on price as a business driver. The move may well hurt short-term financial results. A major sponsorship program will have a limited short-term impact on sales and will probably hurt short-term profits, but it will strengthen the brand in the longer term. As a result, a financial objective is often insufficient for a business; it suggests that the business can focus solely on the financials.
It may be that the intent of the coupon is to get trial on a new product. ” “Quality” is not a good strategic initiative. Much like innovation, quality is a very fine thing. It is hard to be against quality. But the word quality on its own says nothing. Are you improving product quality or reducing it? What is the action? What is the point? ” THE POWER OF THREE The inherent challenge in identifying strategic initiatives is that you can only have a few. If you could have two dozen initiatives, things would be simple.
I read about recent results. And, more than anything else, I read about consumers: who buys, why they buy, why they don’t buy, their motivations and their desires. As I read the plan, I quickly realized that the brand faced some significant business issues; profit was well below goal, and even more substantial challenges lay ahead because of tough competitive dynamics. It was a very difficult situation. 24 BREAKTHROUGH MARKETING PLANS Eventually, after many hours, I finally found my way to the second part of the plan, the actual recommendations.
Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth by T. Calkins