"supreme excellence consists in breaking the enemy's resistance without fighting" - Sun Tzu, "The Art of War"
We start here. WHO are you? WHY do you want to do this, your motivations and boundaries? WHERE are you willing to go and not go? And WHAT are the principles and values of which you are willing to die on a hill?
This assessment helps to create guardrails that determine the width of the new bridge built to reach the target market.
When this is unknown or unclear, you can waste precious marketing dollars and look icky to your community if you fail. We can change that with a 5 ICS assessment.
Always start a Journey by clearly Knowing where you are going. (Its more important than How to get there.)
As your Target Market Segments travel to you, what do they touch along the way to decide to continue to travel to and buy from you? Don't know? We do...
Every journey starts with an unmet need and the better those sub-surface aches are revealed, the better we know how to touch them on their journey to keep moving forward to an appropriate solution.
Like a Master Chef, the recipe of HOW to make a delicious Customer eXperience is needed to move the Target Market along the way to you so they Return for more and Share you with others - even along the way. This is the Recipe, Plan or Path for a particular Campaign with the goal of maximizing ROI.
Tactics are the WHAT, the specific Ingredients in the recipe, the tools and technniques, the right digital, print and human means, selected from literally thousands of options, that are combined to make a delicious experience for your Target Market that Acquires and Connects them to You.
(SPOILER ALERT! Novice Business Owners often start here and wonder why they fail in 18 months on average!)
"Tactics without Strategy is the noise before defeat."
– Sun Tzu
Mix, Bake, Test, Tweak and Serve.
"Thanks for all the support in PENETRATING A NEW MARKET and getting me to $25 Million!
Your Target Market research resulted in an unique positive touch, contextual and relevant strategy that really did it!"
★★★★★ Mark Rawls
A charity was at a phase of development where it needed to improve its ability to communicate with the public.
A strategy was developed to reach their target audience which included ability for donors to pay online at the point of experience. We delivered and first Fundraiser was a success.
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