Marketing Strategy

We want students to help us build a marketing strategy and to identify our target market. We’d like to know how we can maximize different channels and what will work best for us. The main questions we’d like students to help us answer are the following: How should we promote our company in this crowded marketplace? What channels should we utilize to standout from our competitors? What organic advertising strategies should we use and in combination what budget is appropriate for advertising? How do we measure ROI? What messaging should we use? If we use email what level should we target? The C-Suite, VP level, Director level or User level? How do we identify the needs and wants of our target audience and the proper tools to satisfy those needs and wants? Of the 4-P's we struggle the most with Promotion. How do create the correct message that will focus the reader on our offer. Our market is already over saturated. We are a small boutique company that competes with very large companies. How do interest companies to consider our offer rather than the 'big box' firms? Is corporate branding a relevant strategy to implement for our company? We have limited resources to dedicate to social and digital media. What should be the minimum effort we commit to social to stay relevant? Our retention numbers are high however our acquisition numbers are low. How do we increase acquisition with limited resources? Email lists are ineffective and cold calling is very painful. We can identify decision makers however they will not engage unless our offer is timed perfectly with their needs. It is almost accidental we gain a customer without an introduction. If we can meet their needs how do we make an impactful enough impression to avoid 6-9 month sales cycles? Should we focus on emerging markets and firms vs established markets/companies? Bottom-line, we are a small fish in a very large pond competing with very large fish for scraps. However, when we latch on to a client our bespoke approach is actually more valuable than large firm cookie cutter offers. However many decision makers would rather align with the larger firms with marquee names than a small firm. How do we entice large firms to adopt our bespoke offer?