Today, two key forces are driving the need for thoughtful, fact-based marketing planning:
1) Understanding and controlling what, where and how key audiences want to access information and then customizing the information to elicit the desired behavior and
2) Breaking down "information silos" to more efficiently market an organization's total portfolio of products and services.
This approach – known as integrated marketing communications – is SmithBucklin's specialty. This is a customer-centric, data-driven method of communicating with target audiences. Typically, one or more target segments are selected through analysis of data, list acquisition, etc. Messaging and content are then customized to promote the features and benefits most desirable to the identified target audience. This approach provides low-risk, high-reward ways to grow membership, increase conference attendance, grow trade show participation, and enhance the overall participation in an association’s complete program suite.
Our marketing professionals methodically approach each marketing challenge by asking the right strategic questions to develop the right approach, plan and message for each organization, including:
- What facts are relevant to the current project/situation?
- What research is available for review, what research do we need and what questions still need to be answered?
- What are the opportunities for growth in the industry and how do we best position the existing value offering most effectively?
- What is the essence/positioning of the product/event being promoted?
- What are the goals and objectives of the campaign or promotional piece?
- Who are the audiences we are trying to reach, and what do we want them to believe or do?
- What are the messages and tactical vehicles to deliver maximum impact?
- By answering key strategic questions with objective, data-based information, we can develop effective strategies and strong, integrated tactical plans that feature compelling written and visual messages designed to drive audience behavior.
