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If I were to market strawberries..

Marketing Doris - If I were to market strawberries

The second most popular question I am asked is ‘what type of marketing do you do?’, I know they are expecting me to answer with a simple:

  • Advertising
  • Website design
  • Social media
  • Graphic design
  • Copywriting
  • Event management
  • Search Engine Optimisation (SEO)

Instead I tell them that I help companies identify the right marketing routes and tools for their business. The third most popular question I am asked is ‘who do you market for?’, and again I don’t answer simply as I have worked for many different types and sizes of businesses including:

  • Engineering and Manufacturing
  • Professional Services
  • Leisure
  • Toys and Textiles
  • Health services
  • Financial services
  • .. and many more 

Sometimes I will give an example of the type of marketing consultancy support I can provide, and as it is National Strawberry Day on Tuesday 27th February 2018, this is what I would do if I was to market strawberries.

  1. Marketing Strategy – understand what the objectives are for the business, what they are looking to achieve, what they have done to date and who do they consider to be their target market
  2. Marketing Plan – develop a tactical marketing activity plan for the short, medium and long term. Activities may include:
    1. Creating awareness through online activities and PR – of the different types of strawberries, where they are grown, the seasons of the different varieties, the nutritional benefits, the versatility (using strawberries in cooking and baking), the good value benefits, the range of products containing strawberries, how to choose the best punnet of strawberries (what to look out for), information on allergens relating to strawberries, history of strawberries, Why the British love Strawberries?, What do you eat with your Strawberries?
    2. Where to buy – information relating to the stockists i.e. distributors / retailers c. Promotions – special offers, when to buy for the best price, promotions to tie in with key events i.e. Wimbledon Tennis fortnight, Queens Garden Party, Royal Wedding, Street Parties
    3. Implementation – manage or mentor a team or carry out the execution of the marketing plan
    4. Measurement & Monitoring – review performance of the marketing activities and adjust the plan based on results to ensure the optimum Return on Investment
    5. Repeat & Create – some activities can be ongoing, and some will appear in a marketing calendar on a regular basis and there are others that will be one-offs or there will be times when creative input is required to shake up the marketing and add a sprinkle of something different to keep it fresh and current.

For assistance in finding the right activities for your marketing strategy give Helen Stott at Marketing Doris a call to have a chat over a coffee (or bowl of strawberries) – 0790 3727750

Feedback:

FDR Law LLP
Tim Jordan, Partner
"I engaged Helen last year to work one day a month with my firm in coordinating the marketing for the launch of our new brand. We previously had a number of in-house marketing executives working on a full"
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