You need to know WHO your target audience is, WHAT you have that they need, HOW MUCH it will cost them to obtain it, and HOW you intend to peak their interest.
We live in a digital first world. This raises the question: why has it taken so long for our industry to see this? How organizations leverage digital moving forward will redefine their place in the market.
Brand Planning. Business Planning. Let's think about this - most businesses want to grow, correct? Most businesses want to succeed, correct? Then why do so many not have an annual plan in place?
Setting the stage for success is critical. Being unprepared can sink the mightiest of ships. Product launches are one of the most critical events an organization will face. Launching new products and/or services without a thoughtful plan is a dangerous proposition.
A significant challenge in today's market is understanding who the target customer really is. Targeting is the starting point for all commercial activity. In short, if you don’t know who you should be talking to then what are you trying to say?.
Leading a market towards a solution you own. This is a pillar of Demand Generation, a buzzword that has made its way into the commercial lexicon over the last few years. The meaning is simple: capture a market that is there for the taking.