William Joseph Communications

4 Questions to Answer in your Marketing Strategy

A marketing strategy is not a list of tactics designed to market a company, tied together by a schedule and limited by a budget.  It’s not even a document, though it is often preserved and communicated that way. It is a captain’s mission, eyeglass, map and compass. It clearly defines the destination, sets a course to get there, and helps ensure the ship stays on course. Navigating an ocean without a purpose and proper tools is deadly, and venturing out into the brutal red waters or calm blue waters of a marketplace is no different.

Too often people mistake tactics for strategy. Which is much the same as a novice sailor making a list of items and tools needed to cross the ocean without any real purpose or direction. He’s acquired a ship, rations, an anchor, maybe a crew, but how will our aimless seafarer employ those tools to arrive at the intended destination. Does he even have a defined destination?

Strategy defines how to employ those tools and to what aim. To be prepared, a captain must determine her destination, where she is launching from, how she will employ the tools available to reach that destination, and whether she is maintaining the right course. In other words: the business’ goals, its current state, the coordinated plan to accomplish those goals, and the measurable objectives of each component of the strategy.

At William Joseph, any marketing initiative we undertake is guided by a strategy. Your marketing initiatives should be as well. Even when designing a single tactical piece, such as a lone print advertisement not tied to a grand campaign, ask where you are, where you are going, whether you can get there, and how the tactic aligns with others to help you get there. Ideally, this is an extensive planning process that produces a comprehensive document with clear goals, strategies, tactics, objectives, responsibilities, and risk mitigation plans.

Our process is intensive, but here are 4 key questions to answer about your business that many fail to ask.

1) How is my business positioned relative to competition?

Your answer should consider the following factors:

Positioning is key. It is important that a business understand its unique position relative to competitors, in terms of product, service, or image. It must figure out what makes it special.

2) How does its offering connect with customers?

Consider the following:

This question focuses on how a business creates value for its customers and how to communicate that value.

3) Which strategies and tactics will accomplish my goals?

Consider the following:

4) How do my marketing tactics fit together and align?

Consider the following:

Before you set out, make sure you have plotted a course. Answer the above questions and you’ll be on your way to having a more complete marketing strategy.

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Wednesday, January 16th, 2019 at 1:50pm
#YXE We have a WJ Univeristy session coming for you! Join AM Preston Cicchine TOMORROW at 11:30am for our Art & Science of Marketing seminar and kick your year off right! Reserve your spot! https://t.co/aulFl6hFcw https://t.co/YQqZyGGZKF wj_agency photo
Wednesday, January 16th, 2019 at 1:41pm
Heads up #YYC! We're hosting a WJ University session - Connecting your Business with Customers - tomorrow and still have a few spots left! Be sure to reserve your FREE spot and we 'll see you at 11:30AM! https://t.co/8kTBAWyeKB
Tuesday, January 15th, 2019 at 2:29pm
Despite learning from the ongoing ebbs and flows of the economy, businesses always seem to fall into a pattern of cutting their marketing budgets when times get tough. Learn how marketing can help your bottom line rather than hurt it. https://t.co/dRMvVGX5M1
Monday, January 7th, 2019 at 3:07pm
Are you ready to kick off your best year yet? We have a few spots left in our Art & Science of Marketing session this Thurs at 11:30 a.m. Join our CEO Ryan Townend and gain a deeper understanding of how to develop a marketing plan! Limited space available! https://t.co/iulur5Mjlv
Thursday, January 3rd, 2019 at 2:26pm
We were doing a little bit of cleaning up before the new year and found the ULTIMATE hashtag#TBT - our first piece of promotional material ever created 16 years ago.
We may have come a LONG way since then, but it’s clear that we’ve always remained true to the mission and values. https://t.co/lVor71DM96
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
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William Joseph CommunicationsThursday, January 17th, 2019 at 12:20am
William Joseph Communications
William Joseph CommunicationsThursday, January 17th, 2019 at 12:15am
Saskatoon are you ready to start fresh this January? Join Account Manager Preston Cicchine this Thursday, January 17th for a WJU Art & Science of Marketing session!

The Art of Marketing Science seminar provides a clear understanding of how to develop and implement a marketing plan. Areas of discussion include research, strategic planning, brand development, tactical implementation and the importance of measurement. Join us at 11:30am for the informative and innovative session. Attendance is free but space is limited, so be sure to reserve a spot while they last!

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William Joseph CommunicationsWednesday, January 16th, 2019 at 10:35am
SASKATOON!!! Enter to win 2 tickets to see Dierks Bentley at SaskTel Centre (our amazing client) on Wednesday January 23. To enter to win we need you to like this post, share the post and tag who you would take as your date! Draw being done at random Monday January 21. Good luck!!!
William Joseph Communications
William Joseph CommunicationsTuesday, January 15th, 2019 at 5:25pm
Despite learning from the ongoing ebbs and flows of the economy, businesses always seem to fall into a pattern of cutting their marketing budgets when times get tough. While cutting excess spending to keep afloat is crucial during tough times, research (and experience) has shown us that cutting all marketing initiatives will do more harm than good in the long run.

Times are tough. Learn how to use marketing effectively to help your bottom line rather than hurt it.
William Joseph Communications
William Joseph CommunicationsMonday, January 14th, 2019 at 8:35pm
Due to super high demand we have added a third session for business owners on branding and marketing in Grande Prairie this Wednesday, January 16 at 3 pm. Please rsvp to secure your spot!



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