Marketing
Marketing for products that already exist.
Consulting to position, communicate and sell a physical or digital product better: clear priorities, an action plan and indicators agreed before acting.
Starting point
Where the customer is lost, and why.
The work starts from the customer journey, from awareness to purchase and loyalty, and identifies at which stage the product loses attention and which channels are really needed.
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The process
Five steps, each with a deliverable.
- 01
Listening and audit
Product, clients, channels and current competitors are examined, starting from the available data.
Outputs- Audit summary
What the client provides- Available sales data and access to channels
- 02
Positioning and offer
Who the customer is, which problem the product solves, how it differs and at what price.
Outputs- Positioning and offer document
What the client provides- Price list, costs and commercial constraints
- 03
Channels and plan
Priorities of sales and communication channels, calendar and responsibilities.
Outputs- Prioritised action plan
What the client provides- Budget and available internal resources
- 04
Content and campaigns
Product sheets, landing pages, video and ads, with generative tools checked before publication.
Outputs- Agreed sales materials
What the client provides- Photos, specifications and text approval
- 05
Measurement and optimisation
Indicators agreed before execution and periodic reviews with corrections.
Outputs- Measurement report and corrections
What the client provides- Access to measurement tools
Positioning
A matrix to decide what to say.
The product is compared with its equivalents on price and differentiation, using data from the reference market. Promise, offer and messages follow from it.
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Campaigns
Messages, channels and calendar in a single view.
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Measurement
Indicators chosen first, reread at regular intervals.
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- Audit summary
- Positioning and offer document
- Prioritised action plan
- Agreed sales materials
- Measurement report and corrections
With product development, positioning guides the specifications: target price, features and packaging are decided together. With software, content, customer replies and automations use checked AI tools.
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