What is the purpose of a car? To get you from one destination to another, to get you from A to B right? Well, when looking at a car it has many functions that help you get to your desired location and those functions/mechanics can also apply to marketing. I will demonstrate this through my illustrations (putting my A Level art to good use #SmileyFace).
1. Putting the keys in the ignition
This is getting the marketing story started, getting ready to identify, anticipate and satisfy the customers need.
This is looking at which way to go in regards to research. Will qualitative or quantitative research be used? Or a mixture of both? Qualitative information provides an insight into settling problems and creating ideas through facts and helps uncover dominant trends in thought and opinion. Quantitative information looks at gathering data through numbers and statistics.
3. Changing Gears
Stepping it up in terms of research, digging deeper into identifying what the customer wants i.e. data analysis (I did an article about this called The Customer- it was my first blog post). “The primary need for any company is to access the requirement of the market and then to act accordingly” (Lancaster & Reynolds,1995, Marketing, ).
Looking at past campaigns and techniques; analysing what went right and what did not and why(I previously – no pun intended, did a blog post called The Past in relation to this).By analysing the ‘historical’ data you have it can help you and your organisation shape a more successful campaign now in the present.
5. The 3 Point Turn
6. Driving Straight Ahead
After the marketing story has been told you are already looking ahead. However, do not take your foot off the pedal (metaphorically speaking) because marketing is not a 9-5 job as the customer never sleeps. There is always another story to be told and a new campaign to be planned.