Performist Seven Elements for Great Marketing – The Strategy

There are seven elements you need to make your marketing really work.

First, you need a real strategy. Not a “feel good” strategy. A real, honest to goodness strategy.

The first thing you need to build a strategy is goals. My favorite question is “what happens at the end of the money?”. It forces you to think of measurable goals and budgets. You need to define this in sales, share of market, margin or any other way which you can track.

A strategy is your vision of how the goals are going to be achieved with the budget you have. A good strategy needs to be measurable, of course, but it doesn’t have to be single minded. So, a strategy could easily be: increase distribution and develop new products to attract light users of the category and create a low priced version to attract users of competitive brands.

Finally, you’ll need plans to execute the strategy.

Goals should not really change. Strategies might change, but normally, they shouldn’t. Plans can change at the drop of a hat, which is why they need to be tracked mercilessly.

At the end, remember the sequence: Goals, then strategy, then plans.

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• Finally, a real attribution model.

Thanks, and watch the rest of the videos for more details…