Know-How Exchange : Strategy

Here are a few places to start. I tend to agree with sbalch, but click on the links below and search around.

Javelin

P2P Consultants

The Gauge


Good Luck!

Chall, I feel for you. The client appears to be one of those types who believes "We build a better mousetrap so the world will beat a path to our doors", to paraphrase Emerson. Wrong, wrong, wrong.

Can't suggest any sites better than those already suggested. Can suggest that you buy "Ogilvy on Advertising" and "The 22 Immutable Laws of Marketing" and give them to the client (after reading them yourself again), with an appropriate note on why they are must reading to improve the value of his business.

I'd suggest that the client might respond to the premise that MARKETING is SELLING. That improving the crafts, techniques, and strategies employed to SELL products nearly always improve sales.

Try to convince him to make a trial run of one aspect of your proposed marketing material change, pointing out that expectations must be suitably reduced because of its limitations and lack of integration to the whole magilla. Measure activity before you start, and activity every day for (as suggested) at least 60 days. If there is measurable improvement, it's time to ask for the whole magilla.

Remember, you're in sales too. So you've got to do some selling of your ability to get the job done -- what have YOU done for other clients that worked? Finally, if your client isn't interested in selling his products, he doesn't really believe in his product, and you should walk away.

Hi
have you had a look at https://www.pimsonline.com/ - their Profit Impact of Marketing Strategy studies should give you principles to work from to help prove your specific case. Try https://www.rab.co.uk/pims/pims_presentation.ppt and < https://www.ashridge.org.uk/web/Ashridge.nsf/w/DirectionsWinter2001/$file/dtonycram.pdf > for case studies.
Googling for PIMS/ profit impact etc... will turn up more of the same: add your industry sector to the search & see if that helps any.

hth

Will Rowan
https://www.thecustomer.co.uk

I generally agree with Davids comments.

When I do a marketing plan, I always add lots of specific details (objectives, media, message, cost per 'eyeball', number of sales leads, number of sales), so that at the end of it I can churn out an individual ROI for each campaign and an overall ROI.

This also helps for that time in the year when the marketing budget is under threat of been cut ... you can simply show the impact on an individual campaign and overall marketing effort.

I too agree with Daivd's advice. It is ineresting and may prove to be a valuable way to look at it from a different direction!