Question
An integrated marketing communications toolbox can be used effectively by following these steps: First, develop a brand statement that summarizes who you are and how you serve your audiences. Second, identify your unique selling proposition (USP) to explain what makes you unique. Third, identify your business objectives which are the goals your company needs to hit to be successful. Lastly, develop customer personas to identify your target audience. These steps will help you to create a comprehensive and effective marketing strategy.
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Develop a brand statement that summarizes who you are – understand who you are and how you serve your audiences. An easy way to summarize this is by creating a brand statement. Consider Starbucks' brand definition, as an example: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." Identify your unique selling proposition (USP) – here, you need to explain what makes you unique and why should people care about those traits. Once you've determined this, you can develop your brand statements, tag lines and other messaging that inform your marketing strategy. Identify your business objectives – business objectives are goals your company needs to hit to be successful. Every goal your team sets needs to contribute back to these objectives. Develop customer personas – identify your target audience – the group of people who are most likely to purchase your product or service. To learn more about them, survey current customers, dig into Google Analytic...
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