Marketing Strategy Development
Strategy built on the research we ran, not on a workshop and a template.
The reason this sits alongside the research practice is that most strategy work begins with an assumption nobody has tested. We start from measured evidence about your customers and your competitors, because we are usually the ones who collected it.
The starting point is a position: who your customer actually is, what they currently believe about you, what the alternative is, and where the gap between promise and delivery sits. The mystery shopping and survey data usually answers the last of those before the engagement starts.
From there the work is proposition, segment priority, channel and message — and, critically, what to stop doing. Most marketing plans in this market fail because they add activity to an organisation that cannot deliver what it already promises.
Where the research shows the promise is already ahead of the delivery, we will say so. Advertising a service standard you do not meet buys you a faster route to a public complaint.
The criteria, before we start.
Written against your own service standard, weighted with you, and agreed in writing before any fieldwork is commissioned.
Stages, with the time each one actually takes.
Evidence review
2 weeks
Existing research, your own data, and the evaluation and survey findings where a programme is already running.
Position
2–3 weeks
Customer definition, competitive position and proposition, tested against the evidence rather than a workshop.
Plan
2–3 weeks
Segment priority, channel, message and budget, with the stop-doing list attached.
Review
Quarterly
Against the measures set in the plan, with the plan changed where the evidence changed.
What you receive.
- Position and proposition, with the evidence for each claim
- Segment priority with the value available in each
- Channel and message plan with budget
- A stop-doing list with the cost released
- Quarterly review against the measures set in the plan
Where this service does the most work.
Questions we are actually asked.
No. We do the strategy and the evidence behind it, and we will brief and evaluate an agency for you. Marking our own creative work would compromise both halves.
Directly. The evaluation data tells you what you currently deliver; the strategy decides what you should be promising. Running one without the other is how a brand ends up advertising a standard it does not meet.
Three fields.
Tell us roughly what you need and a person will reply. No form-fill sequence, no drip campaign.
Let's elevate your customer experience
Ready to uncover the truth about your customer experience? Our team is ready to design a fully customized program tailored to your operational goals, customer journey, and business objectives.