Strategic Messaging That Gets Results
Full-stack marketing follows the holistic principle of Marketing Performance = Brand Effect + Execution Effect. Full-stack marketing recognizes that different marketing strategies can have different future values over the planning horizon called the “Strategy Effect,” which is a combination of the Brand Effect and the Execution Effect. Full-stack marketing realizes that marketing performance is the result of both the two effects. This is why we try to obtain a holistic understanding of a business’ market, customers, competitors, and brand to bring both corporate strategy and marketing strategy together in a digital campaign.
In the initial discovery meeting, we meet with our clients to discuss the project’s scope of work, establish timelines, and gather all documents necessary to start the project. Our projects are divided into three phases – thus the name Three Circles Marketing.
While every company’s problems are unique, all projects use TCM’s phase approach to customize the solution – Strategic Understanding, Omnichannel Marketing, and Financial Results. Each phase is made up of individual tasks for designing a digital marketing program. Projects can cover one or all three phases depending on the scope of work.
We find that businesses come to us with a “presenting problem” when often the real problem is something different. TCM will first recommend using the marketing performance effects framework to uncover strategic reasons for a problem before developing any execution solutions.
The scope of work for most projects involves acquiring and/or accessing existing data for analysis and insights, using NDAs if necessary, prioritizing and testing executable solutions, and designing digital marketing programs with actionable metrics. Regularly scheduled work sessions and executive presentations are made covering the progress to date, gaining client approval, and going over specific action plans for the next phase of the project.
PHASE 1: STRATEGIC UNDERSTANDING
- Customer Problem
- Market Definition
- Industry Competition
- Market Demand
- Customer Segmentation
- Customer Experience
- Customer Decision Journey
- Brand Blueprint
- Pricing Strategy
- Positioning Strategy
PHASE 2: OMNICHANNEL MARKETING
- Performance Objectives
- Target Segments
- Messaging Strategy
- Digital Channel Integration
PHASE 3: FINANCIAL RESULTS
- Return on Marketing Investment
- Business Performance Pro Forma
- Analyses for Investor Pitch (Optional)