The B&A Experience

Bartleby's Road Map
(We don't mind sharing. See our blog post on ›› Transparency as a Marketing Strategy.)

Every good adventure needs a map on how to get there. Otherwise, even with a great product you could be wandering aimlessly through the wilderness trying to sell stepstools to giraffes. Each business has its own destination, so the route needs to be mapped out accordingly. How do we get you from your starting point to your destination? How do we get you to that place where you're king of the jungle?

Well, it takes a little bit of preliminary research—what's the culture, the history of the place? The weather, the food, the language? And then a little planning—where should you go, who should you visit, what should you take with you?.

Here are our steps for making your road map:

1. Situation Analysis – Understanding Point A before we map out Point B.

• Put together a list of all the features and attributes of your company and its brand.
• Determine how the consumers currently view the brand.
• Identify where the company stands in relation to its competitors.
• Develop PEST and SWOT analyses. PEST analyzes the Political, Economic, Social, and Technological aspects of your brand and the market. SWOT considers the Strengths, Weaknesses, Opportunities, and Threats of/to your business.

2. Market Segmentation – Identifying the people who will get you to your destination.

• Determine the people whom your business should target and what those people are like.
• Figure out where these consumers like to shop, how they like to communicate and what part of the jungle they come from.

3. Strategy Development around Benefits to Target Market – Mapping out how to create a connection between the brand and the people who are going to love it.

• Identify the benefits of the brand that create an emotional response in the target market.
• Condense the benefits of brand to one thing that you want the target to think of when they think of the brand.
• Define the brand.
• Describe the personality traits of the brand with the target in mind.
• Choose and create visual elements like colors, fonts, and logos that express the brand and its appeal to the target.
• Write out how the brand differentiates itself from other organizations and a brand story to use throughout marketing materials.
• Determine channels for marketing the message—website design, social media, digital marketing, print media, marketing collateral, advertising, newsletters, etc.
• Plan promotions of brand to targeted market.

4. Short- and Long-Term Projections for Implementation and Success – Setting expectations for what Point B, Point C, and even your destination might hold for your business.

5. Detailed Plan for Staff to Implement, Convey, and Continue Marketing Strategy – Giving your team the map so they can make sure they are staying on track. A map is such a handy thing when there are mud-pits, lions, and pesky hunters around every bend. We would never leave you in the jungle without a map.

Think we might be able to help you? We’d love to hear from you. Drop us a line and send us a request for proposal by clicking here!