<%@LANGUAGE="JAVASCRIPT" CODEPAGE="1252"%> Landsverk and Associates, Inc - Business Consulting
Landsverk and Associates, Inc
April 11, 2014
Envision it - plan it - do it.

Market Intelligence

Exactly what is marketing? Marketing is meeting customer wants and needs at a profit. Sounds simple, right? Well, anyone who has owned and operated their own business, knows it is never as simple as it sounds. In today's highly competitive marketplace, having top quality services and products simply aren't enough.

It has been said that, "If you don't know where you are going, any road will take you there." The implication is that a business first needs to decide what it wants to accomplish. Next, it must consider carefully which path - in terms of strategies and programs - it should follow to achieve its desired ends. Thus, the marketing plan and the planning process that accompanies it provide a road map for meeting marketing goals.

A well crafted marketing plan that is consistently carried out impacts the bottom line as well as creating a standard against which results may be measured.

Landsverk and Associates, Inc, encourages taking an integrated marketing approach, rather than a more traditional one. While businesses differ on just how fully integrated their efforts are, it is clear that integrated marketing communications is an idea whose time has come. The table below shows the important differences between a traditional approach to marketing communications and taking a more integrated approach.

Traditional Approach: Integrated Approach:
Making transactions Building & nourishing customer relationships
Customers All stakeholders in the organization
Independent brand messages Strategic consistency on brand messages
Mass media-monologue with customers

Interactivity-dialogue with customers

Product claims Corporate mission marketing
Adjusting prior year's plan Zero-based campaign planning
Functional department planning & monitoring Cross-functional planning & monitoring
Communication specialists Creating core competencies
Mass marketing & customer acquisition Building & managing databases to retain customers
Stable of agencies One communication management agency
Source: Adapted from Tom Duncan and Sandra Moriarity, Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships (New York: McGraw-Hill, 1997), pp. 16-19.

A marketing plan can be rather daunting, but there is probably no other single business activity that is as important. A solid marketing plan includes strategies for obtaining goals, a budget for carrying out those strategies and the measures that will be used to evaluate the effectiveness of the plan.

Landsverk and Associates, Inc, is your partner in helping you to achieve a brand of business success that is yours and yours alone.

Call to set up your free initial consultation.

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31489 385th Street SE, Fosston, MN 56542 | 218-435-2834