Hall of Fame baseball player and oft-quoted philosopher Yogi Berra once said, “If you don’t know where you are going, you’ll end up someplace else.” So it is with many folks who want to work with us. Often, they haven’t taken the time to develop a business plan or a marketing plan, and they rarely have conducted market research on what their audience wants. But they have drive, passion and a fierce desire to grow their market.
So they ask us to help them be a bit more strategic. They ask us how to judiciously spend their marketing dollars. They want to know how to effectively reach their buyers or stakeholders. They want to shape their messages so that they resonate and inspire action. Only then can we talk about the tactical execution of advertising, email campaigns, social media and other nifty ways to market their wares more effectively.