Know-How Exchange : Strategy

Starting with your tagline is as good a point as any - because this is an expression of your USP, your unique selling proposition. It's small, almost insignificant - yet it's the one thing that makes you and your business special. Finding out what this is will be your first step. The second step is to work out who it is that needs or wants this. Focussing on them will make your marketing strategies so clear they'll almost write themselves.

I'll leave it at that for now as once we've sorted your tagline we can tackle this with more vigour.

Feed a starving crowd. Meaning, be in the place where the people who are most likely and willing to buy, when those people are there. What IS you product? Who is most likely to buy it? When, and how frequently? Who will those people tell, and how easy will it be to buy from you and to do so again, consistently, over time?

In order to help you with some ideas and communications activity plan it woulb be useful to get critical information related to your business, which in this case it´s a bakery. So, straight to the point: where it will be placed? how many employees will be working at full/partial time? what´s your target group? at what time you intend to open and close? the more information you provide, the more accurate a consultant could be..

You're probably getting the idea that marketing is all about identifying an important and unique benefit that you can deliver to your target audience. Without a clear and specific definition of the target audience, and an understanding of what makes them tick, you can't do much. You need that understanding even before you settle on a product or a pricing strategy, let alone any sales or marketing sub-issues.

So, your next step is to define your target audience as precisely and narrowly as possible, and then to decide what benefit, or end-benefit, you are going to promise and deliver to them.