Marketing strategy
Targeting
Positioning
SMART marketing objectivesHelping you make better choices in determining your target customers, developing a compelling positioning and defining your marketing objectives.
Targeting
Cimigo will help you make better choices when selecting the target markets and segments for your brand. More importantly Cimigo will help you assess where you should not compete.
Using tools such as brand equity audit or segmentation Cimigo will assist you to identify the segments that you should be targeting. That is targets that offer commercially viable size in terms of consumers and value in terms of consumer expenditure and ‘where’ your business and brand can win.
Once the segments to target have been decided Cimigo will help you build portraits of these targets and communicate who you are (and whom you are not) targeting to your stakeholders. Bringing the target segments to life and building portraits of consumer will help align your organisation and partners to bring about clarity and focus.
Positioning
Just how do you wish you brand to be positioned (to stand out) in the mind of your target consumer? Cimigo will help you to test, iterate and optimise your brands positioning for each target segment. Typically using a combination of qualitative and quantitative techniques, Cimigo will assess the positioning that your brand can deliver, that attracts your target consumers and differentiates you in the competitive landscape.
Cimigo will review perceptual maps, strengths and weakness from normalised analysis of your brand equity audit or segmentation before iterating in a qualitative environment the best positioning for your brand.
Cimigo will help you make better choices on the focus for your positioning, depending on the stage of consumer development in your category.
For example:
-
Features (e.g. whitening agent STP). -
Functional benefits (e.g. whiter teeth). -
Consumer benefits (e.g. brighter smile). -
Emotional benefits (e.g. feel confident).
Cimigo will help you choose the best proof points by assessing quantitatively the priority benefits and optimal reason to believe “fit” using the benefit and reason to believe (BAR) analysis model.
Over the last 20 years Cimigo has built the brand positioning for hundreds of brands and even more target groups. Many still stand today, although Cimigo has worked with clients to evolve them as competition has intensified and consumer needs have matured.
Most importantly Cimigo will coach you on how to keep your proposition simple and avoid the trap of a verbose brand manifest, DNA or architecture. Ultimately, Cimigo will help you keep all stakeholders clearly aligned on the positioning and the portrait of the consumer whom you are targeting.
SMART marketing objectives
Setting marketing objectives is typically part of Cimigo’s clients’ annual brand equity review and the marketing planning workshop. The brand proposition, target segment and purchase funnel are reviewed to determine where there is leakage and how best to improve conversions and which objectives need to be addressed over the coming twelve months. Not all purchase funnels are the same and Cimigo will help you make better choices when designing the right purchase channel for your brand and category.
Cimigo will coach you keeping your marketing objectives SMART;
-
Specific (i.e. tight and focused). -
Measurable (i.e. performance against the objectives can be measured). -
Ambitious (i.e. will move the needle and make positive contribution). -
Realistic (i.e. achievable). -
Time bound (i.e. bound by deadlines).
Cimigo will then help you turn these marketing objectives into a value in terms of incremental revenue to your brand. These are the key numbers that stakeholders will need to be convinced to approve your marketing budget.
