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John Downes acorro marketing

Marketing – Create Demand

Taking into account our Business Vision, Business Plan and Business Model, we need to develop a Marketing Plan and Marketing Capability to create demand for our products and services. The marketing plan and its execution draws on:

  • Understanding and promoting our Brand, Identity and Value Proposition
  • Knowing the market, our competitors and our marketing points of difference
  • Defining our target Customer Profiles and the key segments to focus on
  • Presenting the Organisation to those segments with the Products & Services relevant to each marketing segment.

Each of these five elements draws together the knowledge required to position the business in front of its chosen target audiences; the emphasis being, on the chosen, audiences. Shot gun, or spray and prey is not a marketing investment. It’s a marketing expense.

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