HOW I WORK
Start with the right questions.
Before deciding on campaigns, channels or tactics, I start by understanding your business and exactly who you are trying to reach.
From there, we work out what matters most and where I can make the biggest difference. The approach is practical, collaborative and shaped around what your business actually needs.
THE THINKING BEHIND IT
Start with the customer. Then build out.
Marketing can easily become a collection of activities: a campaign here, a website refresh there, content when there is time.
My approach starts further upstream. Understand the business. Get clear on the customer. Find the opportunity. Then decide what marketing should actually do.
THE FRAME WORK
BUSINESS
01
WHO
02
OPPORTUNITY
03
04
PLAN
05
DO
LEARN
06
The customer stays at the centre. The WHO isn’t something we establish once and forget. Customer understanding informs the opportunity, the plan, the execution and what we learn.
HOW THAT WORKS IN PRACTICE
From understanding to action.
Understand the business
01
Where are you now?
Your goals, challenges, customers, current marketing, sales process, data, systems and what's already working.
02
Know exactly who
Who are we trying to reach?
Who your customers are, what matters to them, the problems they're trying to solve and how they make decisions.
Find the opportunity
03
Where can marketing make a difference?
Identify where the biggest opportunities sit and what should be prioritised.
GAPS
What's missing, underperforming
or creating friction?
QUICK WINS
Where can we make an immediate improvement or create momentum?
LONG-TERM WINS
What should we build towards for sustainable growth?
Build the plan
04
What should we actually do?
Agree the priorities, audiences, messages, activity, channels, measures and resources that make sense for your business.
Make it happen
05
Turn strategy into action.
I can lead the work, deliver parts myself, work with your existing team or bring in the right specialists when needed.
Learn and improve
06
What’s working?
Look at results and customer responses, learn what’s working and continually refine what comes next.
NOT SURE WHERE TO START?