Case Study: Building a Marketing Plan
Industry: Retail
Challenge:
The company was frustrated with the results they were getting from their current marketing. They wanted to get more direction in how to market their business more effectively utilizing a variety of marketing tools.
Actions:
- After a thorough intake evaluation, FIA helped to identify the company’s strengths, weaknesses, USP’s (unique selling points), their ideal customers, influencers and untapped income opportunities. They created a custom marketing ‘road map’ and ideal tactics based on this information.
- Outlined the best marketing tactics for their business using an integrated approach which included: social media, direct mail, new website, calling program, newsletter, and other online marketing tactics
- Explained why they would work
- Explained how often to use them
- Uncovered a new revenue opportunity
- Explained why their current marketing was not working
Results: After ‘working’ the plan for 18 months, they hired 3 new employees and subsequently moved to a larger location.
