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Invention: Once you’ve completed your reflection and received feedback you can begin the process of invention. This is defined as the solving of intricate problems and the discovery of new principles by means of brilliancy and versatility. To be an effective and successful marketer you must be able to be analytical, creative, logical, essentric, and of hyperactive can help you go a long way.
Strive to understand your products, promotions, placements, and pricing in the eyes of the target market. Changing from your perspective behind the desk to that of your customers helps you refine and develop more successful marketing strategies.
Once you have built a solid foundation to market, focus on your elevation. The first part of elevation is creating a brand identity that is in harmony your brand positioning statement. Brand identity can includes logos, stationery, envelopes, business cards, websites, and other marketing collateral. After you’ve created an identity you must begin taking steps to get your brand elevated. There are an unlimited ways to spread information about your brand to elevate your sales, customer perception, and brand image.
Effective groundwork requires vision. The most important part of your marketing groundwork is basic but commonly overlooked by many professional and amateur marketers. Write your brand positioning statement. Your brand positioning statement includes your target market, product benefits, and an understandable explanation of how customers receive your products benefits.
Once you establish the priority of the “to dos” of your marketing efforts, arrange and categorize each one according to the following categories, groundwork, elevation, and perspective. You must arrange your efforts so that you can make the most of them and move your company forward. CS Lewis wrote about two individuals going down the wrong path. He taught that he first of those individuals (companies) to turn around is the most progressive. If you’re putting your efforts in the wrong place, stop right now and turn around. Use the following categories and descriptions to help you determine where you should be using focusing your marketing efforts.
I’ve developed a marketing analysis process that is founded in the fundamental principles of architecture by Vitruvius. As I study and learn more about architecture and marketing I find more and more similarities between the two disciples. Great marketing and great architecture tend to have the same strengths. The same goes for poor marketing and poor architecture.