Any good frame for marketing strategy and tactics?

Question

Hi, I have some ideas in mind, but they don't seem to be very structured and thus easy to forget. Any better recommendations?

Prompt: What are some of the ways to attract more customers to participate in this program?

Answer (based on customer journey):

1. Increase their awareness: word of mouth, advertising campaigns, partnering with other organisations

2. Drive their consideration to actions: close engagement by sales/marketing staff, detailed explanation to address concerns, promotions such as freemium/trial and buy

3. Increase loyalty, advocacy and repurchase: loyalty program, referral program, family and friend bundle discounts

Aside from the above tactics, from a strategy level, how to use frameworks like 4P? 5C?

Thanks.

Answer 1

Hi there,

It depends on if they mean marketing or advertising!

If they mean “how to market”, then I prefer the following structure:

Customer - define who the target customer isbased on our product
Price - establish price based on cust. WTP and competitive landscape
Branding - determine packaging, labeling, “style”, etc. based on target customer
Advertising - estbalish what channels (online, print, etc.) and messaging, again based on customer
Distribution - establish what channels (physical, online, DTC, etc.), again based on customer