Vital Marketing - Strategy for IT...HiTech...Software-based Firms

Steps towards a marketing action plan

Here's an outline of the approach we take in developing a new IT Marketing strategy and plan with you. We take this process approach to ensure that we're in full agreement with you every step of the way.

Of course each engagement is unique so every development path will be customised according to your needs. (And this path may not apply at all if we're engaged only for a small, one-off activity, such as putting together a product or service brochure.)

Step 1. Understanding

Since we treat every business relationship as if it's going to be long-term we think it's important that we get to know each other a bit before we commit. So the first step is an informal meeting, with no obligation and, of course, no fees (and free coffee!) From this meeting we'll get a better idea of what you need and you'll get a good idea of what Vital Marketing can deliver. We'll may also project timing and a fee arrangement. All going well, we'll proceed to step 2.

Step 2. Developing the marketing brief

This is a discussion which first sets out the parameters for the project (chiefly, the objective and timing) and then continues into development of the marketing brief which requires completion of an extensive (exhaustive, even) summary of your current business situation (from a marketing perspective). The intention here is that we don't start making any marketing strategy or planning decisions until we have a clear idea of the situation and challenges, both internally and externally.

Step 3. Strategy Development

Once we're agreed on the brief we determine the overall marketing strategy. This may already have emerged from step 2 and there may even be some strategy candidates which will need to be discussed and winnowed before we go forward. Some critical elements such as the USP and value proposition should have revealed themselves by now.

Step 4. Sketch Plan

With the overall strategy defined Vital Marketing sketches out a draft marketing plan. This is an outline, covering the main marketing elements. Depending on the need, this will cover strategy, branding, pricing, target market, USP, value proposition and positioning as well as candidate marketing activities. We may assign some costings and evaluation at this point to assist in choosing between possible activities.

Step 5. Working Plan

From the draft marketing plan Vital Marketing produces the working marketing plan which carries implementation details (timing, resource requirements, etc).

Step 6. Task Assignment

We can now assign implementation tasks. Some activities you may elect to do yourself (this is a budget/opportunity cost decision) or through other relationships. Otherwise Vital Marketing is well placed to take responsibility for delivering on all elements, be they directly from Vital Marketing's resources or through trusted third party specialists.

Take the first step: call us on 0800 43 82 43 or email alec@vitalmarketing.co.nz to arrange a time to meet for that coffee.

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