Businessman Reveals How to Tie Marketing & Advertising to Strategy

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Steve Kaplan, aka The Difference Maker, spent the last ten years working out formulas for success in business.

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Somewhat similar to John’s toddler actions, businesses spend trainloads of money and time on marketing and advertising to get people to buy their products and services. So that set of actions better tie in closely with their overall strategy.

As a toddler, Mommy wouldn’t pick John up anymore. So John looked up, extended his arms, and wailed because he knew that would get him back into her arms.

Though still drooling, John knew how to implement effective marketing and advertising that reinforced his overall strategy.

Steve Kaplan, aka The Difference Maker, spent the last ten years working out formulas for success in business. He points out:

“Somewhat similar to John’s toddler actions, businesses spend trainloads of money and time on marketing and advertising to get people to buy their products and services. So that set of actions better tie in closely with their overall strategy.”

Here’s Kaplan’s six-step process to make that alignment:

“Step 1: Set measurable business goals. Map out a route before you go charging into the wilderness—document that route in detail. When you don’t know where you’re headed, any road will get you there. Goals generally focus on the company as a whole.

“Step 2: Develop sound business strategies. Outline in a document how to achieve those goals. Strategies focus more on specific parts of your business.

“Step 3: Generate effective business tactics. Tactics allow you to implement strategies. It’s always good to have multiple tactics for each strategy. Write them down.

“Step 4: Pair the tactics with effective marketing and advertising devices. Determine who you want to talk to, how you want to reach them, and what you want to say. Write it all down.

“Step 5: Spend the “right” amount of money. You have to pay to play. Word of mouth might help later on, but getting customers the very first time takes money – traditionally, 3-5% of gross revenues.

“Step 6: Chart your success. Are things happening as planned and at the right time? Have a measurement for each tactic, like a questionnaire that tells you which tactics worked with which customers, in detail. And chart a Plan B—and Plan C and Plan D. Murphy knew the score: What can go wrong, will go wrong. Successful companies always prepare for the unexpected.”

CONTACT:

Michael Drew

850-747-8188

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