Where Planning Flows, the Work Will Follow

Rule #1: Go Back to Basics

Understanding your objectives and your customers is the first step for any marketing strategy. It’s fundamentally important that you ask yourself the basic questions: Who is the customer? What information do they need? How do they want to receive that information? How do they expect to interact with my company? Is there more than one type of customer? Do they react the same way or do we have to consider different needs (i.e., product, price, place)? What behavior are we trying to motivate: brand reinforcement? Customer loyalty? Purchase?