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Any good frame for marketing strategy and tactics?

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. 

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Top answer
Ian
Coach
on Aug 18, 2021
Top US BCG / MBB Coach - 5,000 sessions |Tech, Platinion, Big 4 | 9/9 personal interviews passed | 95% candidate success

Hi there,

It depends on if they mean marketing or advertising!

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

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