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MARKETING STRATEGY AND
COMMUNICATION PLANS

Planning is the key to success. As the old adage says, failing to plan is planning to fail.

It may be hard to predict what opportunities and threats your business may face, but having a fundamental marketing plan in place will reduce the likelihood of your business growth being stunted by this unpredictability.

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Strategy must set the course for your marketing. While there are a myriad of marketing activities that you can undertake to grow your business, setting a marketing strategy before you start actively promoting your business will ensure these strategies are in line with the goals for the business.

Your marketing strategy is the overall guide to what you are trying to achieve. These are essentially your goals. Your marketing plan then becomes the more detailed translation of the exact tasks you are going to undertake in order to deliver your business goals.

WHERE DO YOU START WHEN BUILDING YOUR MARKETING PLAN?

Learning from the past is a key tool in business planning for the future. A thorough review needs time for reflection, complete honesty and an open mind. It is not a time for criticism or regrets. It is a time for learning and planning. Look at all aspects of your business from the point of view of your staff and your customers and go through the finer details of your customer service to ask yourself:

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WHY CHOOSE ICON AS YOUR OUTSOURCED MARKETING PARTNER?

We attract experienced and knowledgeable staff who have previously worked in big agencies and corporations who come to the agency as they are interested in doing a great job for clients without a lot of the pomp and excess that can go with marketing agencies.

Businesses large and small can benefit from working with an outsourced marketing agency such as Icon where for less than a Marketing Coordinator salary you get access to over 60 marketers who have high level strategic and hands on implementation experience in all areas of marketing.

Icon Visual Marketing is a Sydney Marketing Agency focused on delivering strategic marketing plans and campaigns for clients from small to medium businesses to larger companies with a range of marketing programs. By engaging Icon Visual Marketing as your outsourced marketing team, you get access to our highly experienced and knowledgeable team.

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WHY MARKETING NEEDS TO ALIGN TO YOUR BUSINESS GOALS!

All businesses have goals, whether they are financial, quality related or customer focused. Such goals can include growing new customers in a particular region, or increasing retention rates and brand loyalty. Unfortunately, when some businesses plan their marketing strategies, they do it in isolation. By focusing on the tactics, and often the budget, instead of how the marketing strategy can support and help achieve the business goals, businesses are creating a marketing vacuum.

So where do you start? To begin writing your marketing strategy, each business goal should be broken down to understand how the goal can be achieved. A solid marketing strategy will help deliver your business goals.


Clearly define the target audience. For example, in the case of increasing client retention, this would be existing customers

Highlight what the touch points are with those customers and how can we increase them to grow loyalty and retention in this case.

Define what the unique selling proposition is for those customers buying from you and how can you better communicate this.

Include pricing strategy to reward loyalty. For example, think No Claim Bonus strategies.

Include measurable results.

Include specific promotional tactical elements.

Marketing strategies developed in isolation from their overarching business goals are simply marketing tactics that you hope will work. Building a marketing strategy that addresses each of the business goals will more clearly define your marketing program and more likely lead to success.