In my last blog, we explored the Hierarchy of Needs and how you can use it to understand your customers. The Hierarchy of Needs can be used to both understand your customer, and to understand how your product can give your customer that all-essential value. However, to do this most effectively, you need to understand […]

The R in STRATEGY stands for Reach – and it’s all about getting to know your customers. Customers have always been the most important element of any marketing strategy. For as long as marketing has existed, customer research has been top of the priority list. But, in today’s crazy world, customer research is more complicated […]

In the next of our deep dive series, we’re going to dig into targets. Targets (also called Objectives) give vital focus to your campaign. In my book, ‘Marketing Strategy’, I identify four key reasons why it’s important to nail down your targets: Targets provide a sense of purpose and direction for your whole campaign. Targets […]

Last time, I took you through the basics of situational analysis, and introduced you to frameworks for analysing your micro-environment: SWOT and SWOTELL. Now, it’s time to get into the macro factors. Here, I’ll show you how the PESTLE framework can help you to understand your campaign’s wider environment. Then, I’ll dive into competitor and […]