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Defining your Brand is the First Step to an awesome Marketing Strategy

DEFINING YOUR BRAND IS THE FIRST STEP TO AN AWESOME MARKETING STRATEGY

Marketing | 10/07/2019

Written by: Jenn Earley, MBA
Owner, Marketing Strategist at Amplified Marketing Services

We are now in Q4, ready to wrap up the year and I’m sure many of you are preparing for an awesome 2020 business year. As part of your preparation, it’s vital that you are taking this time to analyze all aspects of your business to understand the marketing activities that worked to move your business forward in 2019. Conversely, you should also learn about the activities and strategies that may not have delivered the results you would have liked, and most importantly why.

Often, in performing this year-in-review activity, you will find that the activities that worked to put more qualified leads in your funnel were successful because they were strategically aligned to your brand and on point with your marketing strategy. It’s so easy to get excited about opportunities in the marketplace where we can showcase who we are and what we do. However, in order for you to make opportunities work hard for you, you have to first do the hard work of defining your brand and make the commitment to put your brand in those key places that are aligned with your target partners and clients.

Here are some key questions to help define and refine your brand:
• Who are you?
• Who do you service? Please go deeper than “people who want to get married”. Get specific!
• What can you offer them that no one else can?
• Why do you have the right to win their business?

The answers to these key questions will develop guardrails for your brand. These guardrails should be used in developing your marketing plan to bring new people into your sales funnel who will ultimately do business with you. For example, if your goal is to target luxury clients, you may consider attending a local event where affluent clients are likely to attend, that is hosted at a luxury location or by a luxury vendor and where the guests pay a premium price for entry. Other examples would be to place ads on online sites that attract luxury brides-to-be (and other decision makers or potential partners) or use income level as a characteristic when creating audience segments for social media marketing.

While this list is not exhaustive, I wanted to provide a couple of examples of how one might want to approach marketing activities for the desired audience to deliver the desired results. Conversely, if your target market is luxury clients, choosing to do local shows that are free to the public or taking out an ad at the local diner so you’re listed on their placemat do not align with that goal. Likewise, distributing branded ink pens and drawstring vinyl backpacks everywhere under the sun will also not attract the clients you seek.

I encourage you to do a deep dive on your brand. If you’ve been in business for a while, this is still applicable to you, as brands evolve over time and often need to reposition themselves to stay relevant and competitive. Let the outcomes of your deep dive be your compass in choosing the best activities and marketing spend for your 2020 activities!

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