Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
Marketing
April 30, 2014

Marketing Plans are not About Companies

Most companies develop their marketing plans starting with the normal research, objectives, strategies and tactics with the sole purpose of increasing the company’s revenue and profit structure. However, marketing plans are not about companies – they’re about customers and what they experience that triggers a purchase and ultimate company loyalty.

Therefore, the development of marketing plans – or even singular promotional campaigns should start with the end – not the beginning. The end is about the customer or client who purchases your product or service.

Think through these questions when developing your customer profile.

1.  Who are we providing value to? (current customers, potential customers, lapsed customers)

2.  What needs and wants define your ideal customer?

3.  What characteristics define your ideal customer?

4.  Can your customers be sorted into different categories based on their needs, wants and characteristics?

5.  Why will this customer hire you?

Once you decide what you want your end-users to ultimately feel, experience and share with others, you can then work “backwards to the beginning” and develop a successful plan.

Next Week:  Customer Persona Development

Lori Jones, President, Avocet Communications

About this author

11 Comments - View all

futbol.run Favalli crosses Milan divide 7:32pm on November 19, 2018

Spanish side Sevilla are unwilling to meet Tottenham's £6million valuation for Ivory Coast midfielder Didier Zokora. The screamer: Sevilla balk at £6m Zokora, Wolves eye Doyle and Chelsea appeal bans https://bit.ly/2S3sXus

11 CommentsX
醫學美容 Derma Veil 童顏針 10:44am on October 8, 2018

它讓神經原在常規的緊張鍛煉中進行共振燃燒,由此帶來健身運動所無法達到的效果。Ion Magnum複雜的振動波是基于於二十多年對神經原燃燒信號的研究手工製作的。 設備製造者的臨床研究結果顯示,30分鐘的治療相當於在健身房10個小時的運動,可以燃燒高達5000卡路里的熱量。其他臨床研究顯示肌肉生成的速度以及脂肪(表面脂肪以及深部脂肪)减少的速度相應都比運動的效果更好。對於Ion Magnum沒有進行理療的部位,甚至會有抗衰老防氧化的效果。 有受試者治療一次之後同一個部位减掉了3-4英寸(不像其他减肥治療中宣稱的那樣,一次治療减掉了5英寸,但那是全身20多個部位加起來减掉的尺寸)。同時,它還可以减掉脖子和下巴的脂肪,讓你的雙下巴消失 . 每次治療需要25分鐘。治療前後的效果非常明顯,而且會持續1-2天。要想達到更好的效果,最好接受1-2個小時的治療。

http://cosmedicbook.com/treatments/info/Derma-Veil-童顏針

磁頻追踪 5:02am on October 12, 2018

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https://skinac.com/tag/磁頻追踪

醫學美容 飛毛腿 cosmetic.wiki 7:10am on October 14, 2018

L’OCCITANE 歐舒丹 【草本舒緩系列】草本淨化居室香衣水的商品介紹 L’OCCITANE 歐舒丹,草本舒緩系列,草本淨化居室香衣水

https://cosmetic.wiki/tag/飛毛腿

Wealth Link Credit 富通信貸 » 貸款需知 9:54pm on October 14, 2018

怎樣選擇一個靈活的按揭還款計劃?我們會為你提供多元化的選擇以切合你的需要

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醫學美容 4d拉提 cosmetic.wiki 7:04pm on October 16, 2018

【保健親試】來自Kimchi的營養 ✶ MIOGGI健康營養補充品 – Katerina的花俏部落格 •Beauty •Fashion •Lifestyle 【保健親試】來自Kimchi的營養 ✶ MIOGGI健康營養補充品, Katerina的花俏部落格 •Beauty •Fashion •Lifestyle: 【保健親試】來自Kimchi的營養 ✶ MIOGGI健康營養補充品, Katerina的花俏部落格 •Beauty •Fashion •Lifestyle

https://cosmetic.wiki/tag/4d拉提

醫學美容 光纖粉餅 cosmetic.wiki 1:51pm on October 17, 2018

MAKE UP FOR EVER 【卸妝保養】淨妍溫和卸妝乳 Gentel Milk的商品介紹 MAKE UP FOR EVER,卸妝保養,淨妍溫和卸妝乳 Gentel Milk

https://cosmetic.wiki/tag/光纖粉餅

絲滑 4:41pm on October 18, 2018

去除老廢角質,打造更乾淨的肌膚,並清潔堵塞的毛孔。

https://skinac.com/tag/絲滑

醫學美容 神敷 cosmetic.wiki 7:35pm on October 19, 2018

追求零毛孔-Lumière「1550nm 肌源細胞再生療程」 追求零毛孔-Lumière「1550nm 肌源細胞再生療程」

https://cosmetic.wiki/tag/神敷

Co2激光脫癦 6:31pm on October 21, 2018

Ellanse洢蓮絲(依戀詩)是一款荷蘭與英國共同研發的的新型真皮填充劑,是由30的25-50微米(µm)的聚己內酯(polycaprolactone, PCL)完美微型正圓晶球,以及70的PBS-生物降解材料(carboxymethylcellulose, CMC)製成的凝膠體,這些成分都是通過FDA(美國食品藥品監督管理局)和歐洲CE認證的安全成分,在人體內水分和二氧化碳作用下可以完全被分解吸收和排出的安全物質,對人體不會產生過敏反應,因此治療前不需經過敏檢測,在使用上幾乎不產生副作用。

http://cosmedicbook.com/treatments/info/Co2激光脫癦

Football Solutions Women’s Under-19 – Netherlands-Belgium 5:20pm on November 6, 2018

The Football Association have written to Avram Grant and asked him to explain his claim that referees Steve Bennett and Mike Dean handed Manchester United the title on a plate. Chelsea boss Grant facing FA rap over claim that referees ‘helped’ United clinch title

https://bit.ly/2JCArSc

futbol.run Favalli crosses Milan divide 7:32pm on November 19, 2018

Spanish side Sevilla are unwilling to meet Tottenham’s £6million valuation for Ivory Coast midfielder Didier Zokora. The screamer: Sevilla balk at £6m Zokora, Wolves eye Doyle and Chelsea appeal bans

https://bit.ly/2S3sXus

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