All too many marketing and promotional campaigns begin without a proper understanding of how communications can best support commercial objectives.
Our simple but robust strategy and insight audits are designed to evaluate an organisation and its marketing communications needs from four key perspectives: client; customer; context; and community.
Through a collaborative process of primary and secondary research, we use this model to assess current positioning and marketing performance within the context of customer insight, competitor activity and broader industry and market dynamics.
The result is a research, planning and insight service which turn high-level business objectives into achievable marketing strategies.
Our Strategy + Insight service includes:
Primary research on what your key audiences know about your business and how it is perceived.
A combination of primary and secondary research to identify the strengths and opportunities for the business in commercial terms.
Preliminary audits of key competition, focused on competitive marketing performance.
Who are the key influencers on your customers and the dynamics of engagement.
Assessment of current design and creative marketing elements.
Audiences and influencers
Persona definition informed by commercial planning and buying cycles.
The leading issues facing key customer groups that the business can address.
Proposal for marketing-led revisions to market and product segmentation.
An overview of skill sets and experience required to deliver the strategy
How marketing could better improve existing business operations, including identification of what internal and external resources are required
Programmes of key brand, marketing and communications recommendations tailored to meet a business’ commercial objectives.
What We Do: Brand & Proposition:
See how are strategy and insight process informs the development and management of brands and marketing propositions
Article: He’s alive!
The benefits of buyer personas in B2B marketing
Case study: Dymag
Read how insight from Leader helped develop and implement The Dymag Difference