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Are
we having fun yet? I hope so because now that we have defined the
objectives, it is time to formulate the strategy. This is where the fun
really begins. Woohoo! While objectives establish desired end
results of the creative effort, it is the strategy that outlines the
specific marketing action recommended to achieve those results.
Strategies must always be linked to specific objectives and there
should be a strategy for every objective. Objectives without strategies
for achieving them are really quite useless -- not much fun at all.
The strategy is the “big picture” of how you are going to achieve your objectives. When you write a strategy statement you think in broad strokes.
The strategy is a culmination of everything I have covered in my blog
thus far.
It defines the structure for everything that follows in your creative
journey. [It also involves the "marketing mix" -- the four P’s --
Product, Place, Price and Promotion including the various distribution
channels.]
As I said, all
of the parameters I have discussed in previous blogs weigh heavily on
the process of formulating the strategy -- including the Mission
Statement, Unique Selling Proposition and Positioning Statement.
Strategy is based on an accurate and detailed
definition of the Target Market, includng the specific demographic,
socioeconomic and geodemographic factors mentioned in my previous blog.
There are obvious parallels between marketing strategies and military
strategies. These may include offensive, defensive, flanking and
guerrilla marketing strategies. The strategy will lay
down the framework -- the specific action -- for the creative work plan or "creative brief." The
strategy will lead to the specific tactics that will be recommended to
best achieve the stated objectives of the strategic plan.
Strategy ultimately dictates exactly what creative programs will be
developed, who they will be targeted to, when they will be executed and
what media will be used to deliver them.
An advertising agency recommends and develops creative programs that
are most appropriate for achieving objectives. The creative programs
are an outgrowth of the tactics that the agency planners have concluded
will best carry out the strategy. So, the next time you are producing
or editing a corporate video or television commercial, try thinking
about how your creative project relates to the overall strategy of the
client... and other fun stuff like how the work will best achieve
client objectives.
The strategy is the first major turning point of our creative
journey. It is critically important that the strategy is correct. While
every strategic plan should allow for some flexibility to accommodate
inevitable changes in various factors, It can difficult and costly to
change strategy after the program has been put into place. It is
imperative that all parties involved in the creative journey,
especially your client, are fully briefed and committed to the
strategy. It isn't much fun to try and change gears after you have
begun to implement your strategy. I think I'll take a little rest stop
so you can think it over and review the journey before we continue down
the road.