Groundwork consists of research that can lead you and your company to strategic choices that will not only have short but also long-term effects.
A couple of months ago, a client asked me for advice on their sales, marketing and branding strategy. I noticed something was missing, I had no research and a limited amount of data to lean on and therefore couldn’t come up with a strategy to move forward. I asked myself: What is really needed here and what do I want to leave behind?
I started with…
1. Customer Journey
The customer journey is the sum of experiences that people go through when interacting with your organisation and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the people’s full experience. It allows you to match communication strategies with their expectations at each stage of their journey. Below you find an overview of the information that will be collected when researching the customer journeys:
Followed by…
2. Competitive Landscape
In competitive landscape analysis, you identify your organisation’s major competitors and research their products, marketing and sales strategies. Competitors’ analysis will enable you to create solid business strategies that outsmart your competitors. Below you find an overview of the information that will be collected when doing a competitors analysis:
And…
3. Buyer Persona
A buyer persona is a detailed description of your target audience. This is a fictional person who embodies the characteristics of your best potential client or talent. A buyer persona definition will make you target your ideal client or talent. Below you find an overview of the information that needs to be collected when creating buyer personas:
And finally…
4. Media/Events Landscape
A media/events landscape is a collection of events, magazines, newsletters, websites and other media that are relevant for the PR of your organisation’s services and/or products. A media/events landscape will make you spend your PR budget, to attract clients and talents, strategically and effectively. Below you find an overview of the information that will be collected for the creation of a media/events landscape:
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