Early on in any engineering design process, there's always a period of fact-finding.
Apply the same process to your marketing.
What are other people doing successfully?
Read up about similar activities and marketing processes that other companies have done both inside and outside your industry.
Great marketing ideas might from companies that appear to have very little in common with your business. They might even be outside your industry. However, you might be able to use the same principle successfully if your strategy is similar.
How will you build it?
There are so many different marketing tools and techniques available. Being aware of what's out there will help you to plan marketing activities that will effectively reach and connect with your audience. Of course, it's easier said than done to keep up with marketing developments. However, this should be an ongoing habit: keeping an eye out for new developments that might improve your marketing.
Get a feel for the likely budget cost and time-investment of different tools and activities. This can disqualify an idea early, before too much time has been wasted.
What IP and regulatory restrictions will affect us?
It sounds obvious, but it can be missed in the excitement of a brilliant and affordable marketing idea. Always be aware of any existing trademarks or copyright issues that might impact on your activities.
Check marketing regulations in your industry to ensure the claims you want to make are allowed. If necessary, seek expert industry or legal advice.
This blog is taken from my soon-to-be-published ebook "How to Engineer Your Marketing". If you'd like to receive a copy when it's ready, sign up to my newsletter and you'll be the first to get a copy.
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