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  • 3 Must-Haves for a Marketing Strategy That Works

    August 19, 2022 | About a 2 min read

    Marketing

    3 Must-Haves for a Marketing Strategy That Works

    By Pathfinders Advertising
    August 19, 2022
    About a 2 MIN read

    A sound strategy surpasses throwing stuff at the wall and seeing if it sticks. But how you get to that strategy can sometimes be a bit elusive.

    Here we’ll focus on the tools and must-haves that are foundational to getting your brand, product(s), and/or service(s) in front of your target audience and be considered.

    Tools to Help You Get There

    If you’ve nailed these, it makes everything a whole lot easier and mitigates the risk of just throwing stuff against the wall.​

    Personas

    Buyer Journey

    Marketing Must-Haves

    1. Strong Branding

    Branding is not your logo or company name.

    Your brand is your promise — it is an intentional process by which an identity is created, a story is crafted and told consistently, and embodied at your core.​

    A great brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.​

    2. Unique Positioning Within the Marketplace

    GOOD positioning is a mix of ingredients (inputs) that allow us to craft your story in a way that connects with the audience.

    In the best archetypal branding efforts, the goal of the brand MATCHES the goal of the CUSTOMER. Unearthing the true reason they turn to your brand is paramount. Ask the question: What do they want from you? Then deliver.

    Hear how Archetypes help identify and activate the people who will respond to your brand the most here.

    3. A Value Proposition that Differentiates You from the Competition

    Your unique value proposition (UVP) should be:

    • Unique, memorable, and distinguishable from anyone else​
    • Valued and appealing to your target audience​
    • Something that you can deliver consistently

    Ensure You Have a Strong Foundation

    If you’re still unsure about anything we’ve just discussed, or you don’t have those things figured out yet, don’t worry.  We can connect you to a team that will help you sort through the vocabulary of velocity, hurdle rates, slotting dollars, markdown expenses, etc., and ensure that your marketing efforts are being built on a strong foundation.

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