Marketing
New ideas and goals have to be researched to ascertain their viability by understanding the market potential. To distil the facts and figures from the vast ocean of information available, RPL will carry out the research behind your marketing objectives.
We seek to identify the primary segments and target markets for your product or service. To answer the question ‘who or what provides the best opportunity’ we work with partners such as Business@The Mitchell and SCOTBIS. RPL will access quality information for you, such as market reports and assessment, news articles, statistical data and business monitors. We can provide marketing lists specific to your objectives and target market and assessments on the competition.
When you need a deeper understanding of consumer and customer behaviour, we undertake face to face research to get to the ‘why’ and unlock the insights that deliver growth for your business or social enterprise.
ResearchWhat is a ‘brand’? The Harvard Business School describes it as ‘a product brand is a name, term, sign symbol or design – or any combination of these- that identifies the offering and differentiates it from those of competitors.
Being able to communicate what you have that is of value to the consumer or customer is at the heart of successful marketing. Utilising proven techniques, RPL will jointly develop the right message in a workshop session. Together we work towards establishing the motivating message and market positioning of your business or social enterprise.
The visual identity can then be brought to life, to become your underpinning brand identity. The creative process has your input at every stage from idea, to design, to production. It is managed to ensure 100% participation from everyone involved.
BrandThe objective of creating the marketing plan is to have a practical document with established activities, costs, timescales and responsibilities you need to deliver results for the business or social enterprise. The plan should contain all or some of the following;
- A summary of the situation
- A focussed assessment of the market opportunity
- Financial and marketing goals
- A summary of the marketing strategy
- A summary of the marketing budget
- A sales forecast
- A monitoring and evaluation plan
RPL marketing plans are based on your budget and internal resources. We know the document has to have a realistic basis for the time and money spent putting it into action. We work in partnership with you to ensure it the best fit for your business.
PlanIf required we will assist with the development of marketing skills for you, your team or a particular individual by providing training on the core skills required to execute the plan. We can also create activity workbooks for individual tasks to allow you to assign them internally.
Creating the plan is just the start of the process. Measurement and evaluation of success against objectives is crucial in establishing where you have best return on investment. By tracking the activities that deliver results, you can establish a cycle of continuous development and budget control that leads to ongoing growth. We will support you to establish and internal monitor and evaluation process, so you can make the informed marketing decisions in the future.
