Strategic Planning

Strategy is one of the most over‑used words in the marketing vocabulary. And many marketers will tell you that one marketer’s strategy is another’s tactics. While if you ask any military generals, they’ll tell you battles are won by tactics not strategy.

But strategic planning is important — it’s all about deciding how you want to achieve your objectives. Your tactics are then determined from your strategy and budget.

There are different types of strategy — advertising strategy, communications strategy, marketing strategy, brand strategy, digital strategy and the like.

Whatever your strategy requirements MAD can develop it from scratch or work with your team to flesh out the right strategy for your objectives. We can conduct complete planning sessions, workshops, research, mystery shopping and anything else necessary to gain the insights required for the strategic planning.

For a corporate security brand we decided the only way we could highlight our superior security guard service was to demonstrate to prospects that their existing service wasn’t performing up to standard. The strategy was simple — “show how stupid their current guards are”. The tactics resulted in over 80% response rate.

For a business‑to‑business insurance brand we decided to get prospects to identify themselves to us, rather than try to find them through mass media advertising. The tactic was a very clever online game that was passed along to thousands of prospects who then played the game and agreed to receive a quote.

If you need assistance with strategic planning or just want an experienced eye cast over your existing plans, contact Malcolm Auld or Paul Anderson on +61 2 9976 0900 or inquiry@madmail.com.au.