- How do the right products and messages reach the right target groups in the most efficient way?
- The answer: marketing, sales, target group and communication strategies as the basis for targeted implementation.
From strategy to implementation
As a result-oriented business consultancy, it is not enough for us to know how to create a jolt for your business results. We also make sure that this jolt happens. Because a plan is only as good as its implementation.
Since good conversions don’t fall from the sky (at least you shouldn’t have to rely on them to do so), Supersieben has a very structured process to derive very detailed implementations from a brand positioning.
This process has an additional advantage for our customers: there are clearly defined exit points (up to the communication strategy, up to the prototype, …) This enables the integration or transfer to already existing service providers.
It is good to have a good (=relevant, unique, credible) positioning for your brand. However, a positioning remains theory until it is implemented. The first step in implementation must be to derive basic strategies. We develop all relevant sub-strategies in cooperation with our clients and – where necessary – suitable market research methods
Target group strategy
The end customer or consumer is the most important factor in the entire marketing process. We like to call him the “Chief Executive Customer”, because he – or she – determines success and failure. It is therefore important to know your target groups well. We determine whether it makes sense to work with sub-target groups, what potential lies behind individual segments and what features distinguish them.
Which message should reach the recipient in which way? In this phase, the course is set for future communication measures. We derive the core messages and basic arguments from the brand positioning (messaging!) and determine which channel is the most efficient. Classic media may not always be the solution. If necessary – because it pays off – we also recommend printing egg cartons, distributing exercise books or addressing decision-makers in the B-to-B area directly and personally.
“Am Golde hängt’s, zum Golde drängt’s.” The basic principle is clear, the implementation is difficult. Price strategy is about more than just the question of whether prices should end at 99 cents or 90 cents. We see price strategy as an important interface between business model (Does it pay off?), brand (premium or discount) and marketing (prices as a sales support). You should leave nothing to chance. That’s why we use a wide variety of methods to determine optimal pricing, such as the Price Sensivity Meter according to van Westendorp or the Kano model, to determine which product features contribute to customer satisfaction.
How do the goods get to the customer? What is more profitable: direct sales via your own website? Or should you choose the classic way via retail? Or both? We develop strategies for different forms of sales and accompany our customers during the implementation.
Yes. We also develop marketing strategies. If you want to call it that. Because in the end: what is a marketing strategy, if not the combination of all previously explained sub-strategies?