Marketing Programs

Western Business Consulting uses a 5-Step process for marketing planning:

• Research & Analysis (Where we are and future potential)
• S.M.A.R.T. Goal Setting (Where we intend to go)
• Strategy Development (How we intend to get there)
• Implementation (What needs to be done, at what cost, in what timeframe, and with what result)
• Results (What was accomplished, what is the Return on Investment, what have we learned)

Marketing is a key business function because of its potential impact on the realization of your goals. Done poorly, it can waste incredible amounts of money and more importantly waste time and opportunities. Done well, it can propel your company forward in many ways, including new revenue creation and new partnering opportunities.

We take a methodical approach to marketing, so as to maximize the potential for success and to minimize risk. In the Stage One Research & Analysis phase, we go through the four P's of marketing to understand your current position and market opportunities. We utilize primary intelligence sources such as brand-mapping surveys, channel reviews, competitor comparisons, and buyer-intention studies to delineate the external situation. We also utilize secondary research sources such as off-the-shelf market studies and gov't reports to help with trend analysis and market quantification.

Internal research helps to round out the picture as we review areas such as product history and positioning, financial results, SWOT, and customer wins and losses.

Stage Two in marketing planning is Goal Setting, where, based on the research and analysis conducted in stage one, we set corporate, marketing, product, and financial goals. Again, following method, these goals are defined in a way that can be accounted for, so the goals are measurable and timetabled.

In Stage Three, Strategy Development, we help you develop a roadmap for accomplishing the goals. Here we look at positioning, pricing, product commitment, partnerships, and market commitment. Everything flows from strategy, so think of this as the choke point in the river. With the insight gained from the thorough work that was done leading up to this point, the resulting strategy will be grounded in reality and will successfully guide the marketing team through the coming terrain and obstacles.

Stage Four, Implementation, is where the strategy is put to work. Think budgets, timelines, and programs. Trade shows, websites, direct mail campaigns, advertising, public and media relations, events, white papers, testimonials, sales tools, videos, packaging designs, partnering programs, channel programs, and product launch/renewal.

In Stage Five, we work with you to Evaluate the Results and thereby improve your focus. Success in marketing is cumulative, so as you generate new revenues you can afford to more aggressively stake out your place in the market, and as you learn from mistakes and misses, you can correct these for the next go-around.