Marketing
Attention only matters when it moves the business.
Marketing is delivered in collaboration with Trevor Bernard, founder of Bernard Strategy Group. We start by identifying the commercial priority and the market evidence behind it, then build the strategy around where the business has the strongest opportunity.
More activity doesn't always mean progress.
Spend can increase without improving the result. The more useful question is whether the business is solving the right problem and putting its effort behind an opportunity worth pursuing.
Strategy & Advisory
We assess the current position, market opportunity and existing customer behaviour before deciding where the business should focus. From there, we develop a strategy the internal team can take forward or carry into delivery with us.
Implementation & Management
Where hands-on support is required, we can take responsibility for agreed campaigns and manage them against the objectives established at the start.
Start with the business problem.
Before recommending activity, we establish what the business is trying to achieve and what the available evidence suggests. That helps determine whether marketing is the right lever, or whether the issue sits elsewhere.
Discover
- Commercial objectives
- Market and customer research
- Existing marketing review
- Customer acquisition assessment
We examine what the business is trying to change and the conditions around it. Existing activity is reviewed alongside market and customer evidence to identify where the opportunity may sit.
Develop
- Marketing strategy
- Audience and channel priorities
- Campaign planning
- Performance measures
The findings are turned into a focused marketing strategy, with priorities set against the strongest commercial opportunity and the resources available to pursue it.
Deliver
- Marketing strategy document
- Implementation roadmap
- Internal team handover
- Advisory support, where agreed
The strategy is presented with a practical route into execution. Internal teams can take the work forward, with advisory support available where needed.
Implement & Manage
- Campaign setup and execution
- Ongoing campaign management
- Performance reporting
- Review and adjustment
Where additional support is required, we can take responsibility for agreed campaigns and review performance against the objectives set at the start.
Working with Trevor Bernard.
Marketing engagements are developed with Trevor Bernard through Bernard Strategy Group. His work brings strategic growth thinking and a strong understanding of consumer behaviour into the engagement, while I contribute where the work extends into identity or digital.
Responsibilities are agreed from the outset, with each of us leading the areas where our expertise is most relevant.
Put the effort where it can make a difference.
If the current approach is falling short, we can start by looking at what the business is trying to change and where the strongest opportunity sits.