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Where do I start with a marketing strategy?

Lets start at the very beginning – a very good place to start!

One of the most basic things that I ask a prospect is if they have a marketing strategy and the majority say “no”.  This is either because they haven’t had time or usually don’t know where to start.  If you have not written a strategy before it can be a bit daunting but the most basic would be –

  • What do you want to achieve?
  • How do we get you there?

The same as with any journey you need to know where you are going – but also where you are starting from, it is hard to measure success without this data.  Then a route can be planned.  It may be that you have a few options for routes that depend on budget, resources or other factors during the implementation stage.

To work out how you are going to get there you will need to think about the channels and resources that you have available.  This could be social media as the channel and a social media marketer as the resource.  Or your website as the channel and a content writer as the resource.   The real skill in any strategy is the breakdown of the campaign and the ideas being used.  Please note that this does not mean huge budgets and resources.

Let’s take a quick look at the recent Range Rover campaign as a classic example of what can be achieved with a can of spray paint and a clever idea.

It was the effect of the powerful statement that achieved the goal which might have looked something like this – ‘Get coverage across all media of our new Range rover model’.

The campaign saw the car appear across all National newspapers, National and international digital news channels as well as flooding the social media channels.  It was a truly viral campaign.

Another lesson to be take note of here is that the marketing company or marketer responsible did not need any in depth knowledge of the product or any technical knowledge – it was purely a very inspired idea by a team that played on the human characteristics of sharing, spreading the word and the implications of the message – shock that someone had sprayed this all over an expensive Range Rover.

So whatever your resources and budget make a start and record your goals, then a simple plan to execute and achieve them – voila you have a marketing strategy in place.  Time to implement.


If you would like any assistance with your marketing strategy then drop me a call or connect on social –  +44 (0)7443 902432 or Twitter @aldridgemiranda


Gamification – Is it business that should be doing more for young workers?

Gamification is all about using solutions that aim to increase productivity, moral and participation by making work into a game.  Business owners may think this is the wrong thing to do and that young people should realise that the workplace is not a place for games – but what if it really does work?, what if it does engage younger workers and produce that air of competition to encourage increased productivity?

In recent times Schools have been critised for being overly competitive with many even making sports day with prizes for 1st 2nd and 3rd a thing of the past, instead opting for the “certificate of participation”.  Is this why we now have young people who have lost that competitive nature, the will to better themselves and progress?  Is it the schools that are responsible for our lack luster teenagers that feel they should not be made to work long hours or do physical work and menial tasks?

My feeling is that the word “Reward” is at the heart of the problem, many Schools and workplaces do not place enough emphasis on the rewards, these should be small and regular.  Think about “Gaming”, children happily spend hours addicted to their Xbox or Playstation as it offers those rewards – you have completed the level, completed 75% of the game, been awarded a upgrade, the list goes on – the rewards keep coming.

So what can business learn from this?  No one works for no reward, we would not work for no money, no pat on the back or progression through the ranks.  Maybe the workforce has forgotten that “humans” thrive on reward, the young person much more so than the mature person.  Gamification offers to put the reward back into the workforce, if employees feel part of the overall plan and can see the fruits of their labour on a daily basis then they are more inclined to spend time concentrating on the task, going that extra mile to achieve a goal or ask for help when needed.

So lets embrace young workers, offer them the tools to reward their work, be more positive and rewarding with our words and not blame our schools, parents or government for the state of our young workforce.

Using your head to get ahead

Success can be measured by attitude, if you have a positive attitude, some get up and go then you are likely to do well.  Everyone makes mistakes, some people pay for those mistakes more than others.

One thing that i find interesting is that people in the UK do not seem to like other people being successful.  They say that they got lucky, or had it handed to them “on a plate”!  This is rarely true, but instead of criticizing why not learn from them, replicate their actions, decisions and have a piece of the pie yourself?

When meeting someone you need to be able to use this time to expand your knowledge instead of telling them all about you!

Ask loads of questions, ask about what made them successful, what is the key thing they have learned, how did they measure the risks, what was the source of their inspiration, how did they implement their plans?

I could go on forever, the key thing is to use them as a source of inspiration for yourself, to find other avenues that you may not of thought of, help you to prevent costly mistakes or build a relationship with them, and who does not like talking about themselves?

Does the company you keep determine the benefits you reap?

Surround yourself with successful people and it may just rub off on you!!