Time for a Marketing Check-Up?

As we enter a new year, we believe its always a good idea to reflect back on your marketing and advertising programs to see what worked, what didn’t and what has changed in the marketplace and with your customers. It’s so easy to get caught up in the day-to-day tactical work that all of us need to do. But every now and then, it’s good to stop and take a solid, objective view of your marketing efforts from thirty thousand feet.
The following are just a few of the basic questions you should ask yourself before moving forward with your marketing programs in 2011:
What’s your Brand of Distinction?
A brand is a promise to your customers. All of your marketing contributes toward a brand image in the marketplace. The goal is to control and guide that image into what we call a Brand of Distinction. What is it about your company that is unique only to you? If you have not gone through an exercise to determine your Brand of Distinction recently, this is an ideal time to do so.
Is everyone on the same page?
If someone were to ask all of the key people in your company “why should I do business with you versus your main competitors,” would everyone answer with a similar story? And could they answer in less than five seconds? If you are not on the same page internally, how can you expect to effectively communicate to your marketplace?
Has your positioning strategy changed?
What is your positioning strategy? Has it changed, even slightly, over the past year? And how does your positioning strategy compare to those of your main competitors? If you haven’t already done so, create a grid of your main competitors. Where does each of them fall within that grid? This is a great reality check of where your marketplace is currently and where it may be heading.
Any new competitors or old competitors doing things differently?
Don’t take any one of your competitors for granted. If you have any new competitors, make sure you know everything about them. And be sure that you always monitor your existing competitors to avoid strategic surprises. The more you know about the choices your customers and prospects have, the better you can uniquely position your brand, and sell them your products and services.
These are just a few of the most critical touch-points that every marketer should review each year. Obviously, there are many more. It’s so easy to get caught up in the day-to-day frenzy, but take the time to look at the big picture and make sure that your brand and messaging strategy are still on track.
From all of us at GUMAS, here’s wishing you a very healthy and prosperous New Year.
Be sure to check out our new book, Marketing Smart-a collection of proven marketing strategies and tips to help Challenger Brands take on their larger competitors… and win!

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Who is Gumas? | Gumas Advertising
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YONEX PGA - Summary - FINAL w/subtitles
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How does Challenger Branding market differently than a leading brand?

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

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