Compiled a marketing assessment to provide the necessary insights to help uncover potential growth opportunities for the upcoming year. Provided a year-end marketing review of efforts to look at marketing spends, resources, customer acquisition, customer retention and year-over-year comparisons.
Below are some short excerpts to illustrate certain aspects of the strategy. The information shown in this except keeps within public domain, while certain information has been blocked to respect the Client’s information and privacy.
The Strategy Excerpts
A full marketing plan is a comprehensive blueprint which outlines an organization’s overall marketing efforts. It helps identify target customers, explains how to reach them and how to retain them so they repeatedly buy from a brand.
A marketing assessment is a tool which can be used provide necessary insights when in a pinch. It provides the necessary information needed on-hand when trying to identify initial, and immediate growth opportunities. As a company’s resources grow, the assessment can be enhanced and turned into a full marketing plan that can be improved upon for years to come.
This is an excerpt from an initial marketing assessment was developed to do just that. Topics covered in the assessment included an overview of the current industry, product, SWOT analysis, target audience, goals and objectives, brand assets and strategy.
INDUSTRY & PRODUCT
The industry and product overview is essentially the competitive analysis. The overview explains the overall market size and identifies top competitors in the space. With this evaluation one can establish if the product (or service) is unique, or even needed.
SWOT ANALYSIS, TARGET AUDIENCE, GOALS & OBJECTIVES
Before any company can figure out where it is going, they need to understand where they are. An honest look at the company, its capabilities and the internal and external factors that can influence sales are key when deciding marketing campaigns at a later date. We helped Pure From Nature understand what they were up against so they could set realistic and obtainable goals and objectives for the upcoming year.
STRATEGY & ACTION PLAN
These are the strategies and tactics that when properly executed, will help a company meet their goals.
Ultimately, marketing efforts are only successful when they generate new revenue at an effective rate of return. A year-end marketing review provides companies with an opportunity to review the results from the current year and to determine if the efforts put forth meet the expectations. Most important, reviewing results at the end of the year provides companies with the opportunity to make any necessary adjustments in the overall marketing plan to ensure growth in the year to come. The results uncovered from this year-end marketing review resulted in the birth of a MailChimp email automation campaign.
The Birth of a MailChimp Mandrill Marketing Automation Campaign
The Customer Lifetime Value to Customer Acquisition Ratio measures the relationship between the lifetime value of a customer and the cost of acquiring that customer. This is a particularly crucial measure for companies that have could potentially have a recurring revenue model.
During Pure From Nature’s year-end review it was determined that an automated marketing campaign could help to increase the overall customer lifetime value. The email marketing campaign was developed to encourage re-ordering at the optimal time and to also reward customers with the largest spends. Below you will find the concepts that were presented to client as well as a few of the emails. Each series in the campaign contains 1-4 emails.