1). Make the purpose clear
37Signals has made the art of simple in software, simple in pricing, simple in use, simple in hiring and the clear purpose the business exists. Take this extract from their stated values “Useful is forever – Bells and whistles wear off, but usefulness never does. We build useful software that does just what you need and nothing you don’t.”
2). Define the Marketing strategy, Work with it and don’t just state it
The first step in bringing your strategy to work is to figure out what it really means to you. Many people would look at 37Signals software maker and discover that their marketing strategy is to develop functional software with low cost and deliver in several versions with a 30-day free trial. A quicker check would show their actual marketing strategy is simplicity in everything.
3). Turn it into a mantra question
So, if you’ve developed a marketing strategy and now realize you can bring it to life by way of a defining characteristic, you might be wondering how to drive it deeper into the organization.
The only way for your real business strategy to flourish is to make it an integral aspect of everything you do. The simplest way to do this is to use it as the leading question for every service, product, staff, customer, marketing decision and process. The questions you must ask are: Does this product inspire? Does this decision keep fun alive? Is this process simple? Does this new hire value community? Is this pricing convenient?
4). Produce strategy scorecards
In addition to creating the key word question, teaching how to think with strategy and using strategy filters for decision making, you have to find ways to keep real strategy working in day to day activities of your business.
One of the best ways to do this is to turn strategy thinking into a game. Create scorecards that reward people for thinking, employing and acting with marketing strategy. If, in the case of a company where entertainment and surprise are the major characteristics of market strategy, bonus points could be awarded for taking action that exceeded a customer’s expectations, or for chairing a meeting that was both fun and productive.
5). Build strategy filters
In order for your marketing strategy to reach full potential, it must be the filter your entire staff uses for their work with each other, advisers, suppliers and clients. It is good to build a process that staff members can use when planning a project or even action step. This simple process lets them to view anything they choose in the light of strategy impact and either change course or know for certain that they are taking real strategy action.
Lots of start-up tries to decide the perfect business strategy to use to market only to discover that the market does not require the model they are about to use. Any business plan for that matter, is little more than a guess and I believe that your best chance for getting that guess right is to build your business model.
This assumes the role a fully developed market actually should play in determining the direction of an organization. The fact is, most people, if they consider marketing strategy at all, stop at a core message, identity elements and perhaps a sales proposition and call it a strategy.
A marketing strategy is how you plan to use the resources available to you to build an ongoing case that your business, products and services are the obvious choice for a narrowly defined ideal customer. If you accept this expanded view of marketing strategy, then I would suggest you answer the following questions in an attempt to measure where your strategy stands today, and where it could go if you understood and integrated it fully as your business model.