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Elements of Marketing - Back to Basics Part #3

posted 11 Aug 2015, 03:52 by Jason Purton   [ updated 11 Aug 2015, 03:55 ]

New here is where you get down and dirty. Tactical Marketing is what most people are referring to when they talk about marketing. This is the part that is designed to get you off your bum and spending your money. The best way to think about it is "Target (market) practice" 

Tactical marketing is like target market practice.

Tactical Marketing

Tactical marketing is just that, it is thought out activity that is designed to initiate an action, usually buy their product, but it could be sign up to a database, or even not choose another competitor. It is the one you see with the price on it that says "Save if you buy now!"

The key to tactical marketing is to know what you are trying to achieve at the very start. The old saying "Fail to plan and you are planning to fail" rings true here. The most important thing to consider here is your target market. Why? Because this will determine what product you include, how much and when they will buy, the advertising creative and also the mediums that you use to communicate the offer. All of this is packaged together into what most know as a "Campaign".

How To...

Now this "Campaign" thing is really another word for a project. If you have read the previous posts (Elements of Marketing - Back to Basics #1 and Back to Basics #2), you will know your brand, know who you are targeting. Now you just need to work our what you are going to say to them (the product and offer) and how you are going to get in contact with them (The medium: Search marketing, radio, print, etc). 

Okay, so the reason that this is like target practice is that the more relevant the offer to the customer the higher the likelihood that they will be interested, and then buy the product. It is this fact that has driven a whole development in marketing to create what is known as 1-to-1 communication (i.e personalising the individual offer to the individual) 

Also, to help those that really need some guidance, I have a template (See Templates & Documents) that you can download. It is based on tourism, but it can be used in any context. The idea is that you have a way of planning, integrating and the reporting on the project all in one place. 

I will save the actual strategies for another post (because most likely you have stopped reading by this stage anyway, or you are loosing interest).