05/03/2015
Who Are Your Competitors?
Knowing who the competitors are allows the designer
to research how, when and where the competition
advertises. Answers to this question aid the designer
in structuring the client's marketing plan to better
capture the target audience's attention. For instance,
pizza parlors compete for the same audience every
day with various discounts, coupons and specials. Your
pizza parlor client, located near a college campus,
identifies two other competitors. Upon reviewing the
competitor's advertising it is discovered that neither
one is using text messaging to deliver coupons nor do
the competitors use a website ordering system. This
information gives you the opportunity to include both
delivery methods in your client's marketing plan.
What Factors Affect Your Industry?
Most industries have peaks and lows during the year
that require special marketing attention. Certain
factors, such as fluctuating material costs or holidays,
might affect the timing and placement of ads and
direct marketing campaigns. For instance, the retail
industry rallies its marketing campaigns around
holidays and events during the year that might include
the beginning of the school year, Christmas or
Mother's Day. Home improvement companies focus
marketing efforts around the seasons and weather
conditions. Retailers that sell gasoline might want to
offer food discounts at times of peak fuel prices.
What Do You Want to Achieve?
Knowing what the client wants to achieve can dictate
the type of marketing plan you design. It could be that
the client wants to boost sales during a specific point
in the year, become known for a particular message or
include newly discovered markets in their marketing
objectives. Each of these requests will require a
different marketing plan. For instance, boosting sales
during a specific point in the year requires more
advertising and audience targeting in the weeks ahead
of a particular set of dates. Building a message
requires identifying that message and placing it
strategically throughout the year. New markets require
some research to pinpoint the best delivery methods
for that market's audience.
