Most small and medium sized businesses are working hard to survive, especially in the current economic conditions. Many of them will be actively considering changes to where they spend their marketing budget and how much they spend. Whether it is reducing advertising, switching money from leafleting to e-mail marketing or trying networking, many business owners and directors are looking for ways to improve the results of their marketing investment.
Whilst these tactical changes may deliver some minor improvements, it is a well established principle that the real key to a significant improvement in return on marketing investment lies in finding the right marketing strategies.
The diagram above shows the relative impact of marketing strategy and tactics. In the top right corner, we can see that a company with a strong strategy and good tactics will thrive - not very surprising. Equally, it is not a shock to see that a company with a weak strategy and poor tactics will face a quick death. What is perhaps more surprising is that an effective strategy, even when supported by inefficient tactics will ensure a business survives. However, if a company has ineffective strategies, even good tactics will only slow down their demise.
In summary then, for a business owner or director looking for a significant improvement in results from marketing, finding the right strategy is far more important than changing tactics. Aardvark Marketing Consultants, a Worcester-based consultancy specialises in helping small and medium sized businesses develop effective, measurable and affordable marketing strategies to ensure they survive and ultimately thrive. Whether it is finding the right positioning for the business or brand; improving customer understanding or improving brand image, a no-obligation meeting with Aardvark Marketing Consultants will be the first step for most businesses to getting their marketing strategy right.
To take that first step, please send us an enquiry or phone Chris Hutchinson on 01905 622 206