.png?width=9900&height=1979&name=FT%20TM%20(1).png)
Hours 1-4
STEP#1 – THEMARKET – INPUT
Market research, comp. analysis, brand positioning:
- 1 hour discovery - who do we want to be, be like, topple, disrupt, what are people buying already?
- 2 hour workshop - review findings of the desk research then sweat the details
- 1 hour review - findings, benchmarks and action plans for the next step.
Hours 1-4
STEP#1 – THEMARKET – OUTPUT
Step #1 – market research, comp. analysis, brand positioning:
– 20-30 page presentation looking at your market defining industry benchmarks
– TAM/SAM/SOM/EVGs (see resources)
– Excel chart detailing deep analysis on 5-20 of your potential competitors
– Positioning table (see resources) on where your brand might find white space.
Hours 5-8
STEP#2 – THEPROP – INPUT
Proposition development, customer segmentation and core brand idea:
- 1 hour discovery - what is our purpose, what values do we have and who is the customer we'd trade grandma for
- 2 hour workshop - what are the cultural, category, people and brand insights we can leverage?
- 1 hour review - review insight cube, core brand idea (see resources), and briefs for next step
Hours 1-4
STEP#2 – THEPROP – OUTPUT
Proposition development, customer segmentation and core brand idea:
– 5-10 page presentation showing potential customer segments
– Insight Cube (see resources)
– Brand House (see resources).
Hours 9-12
STEP#3 – THEBRAND – INPUT
Look, feel, tone, colour, iconography:
- 2 hour discovery - who do we like, what don't we like, how do we want it to feel, who might we aspire to be? (output - brief for designer)
- 1 hour workshop - decision of concepts we want to put into customer testing
- 1 hour review - review of customer testing results and decision of final brand look and feel
Hours 9-12
STEP#3 – THEBRAND – OUTPUT
Look, feel, tone, colour, iconography:
– 1-3 page brief for the designers/agency
– 10-20 page brand book/bible (inc colour, fonts, example imagery)
– Colour emotion analysis (see resources)
– High-res master-file assets of logo, iconography etc.
– Testing execution plan, assets and report of findings.
Hours 13-15
STEP#4 – THENARRATIVE – INPUT
The story we’re going tell and where we’re going to tell it:
- 1 hour discovery – what do we want the story to be when we go to market, what are the key calls to action and the data points we need to capture?
- 2 hour workshop – what are the phases we need to go through to get our story into the minds of our customer, do we want to test or pre-launch?
- 1 hour review – review of testing results and decision on the final narrative (some might call this your Marketing Strategy).
Hours 13-15
STEP#4 – THENARRATIVE – OUTPUT
The story we’re going tell and where we’re going to tell it:
– 20-30 page Marketing Strategy presentation as central focus and reference point for year 1-2 of your go-to-market.
– DECIPHER (see resources)
– Testing execution plan, assets and report of findings.
Hours 16-20
STEP#5 – THETECH – INPUT
The systems we need to tell the story and capture the data with:
- 1 hour discovery – what do we currently have at our disposal, what systems, data and so on? What might we need by/for exit?
- 2 hour workshop – what systems (martech) and media platforms are available to us, how much do they cost, what is the time to implement?
- 1 hour review – decision on the systems we are going to use, how they/who will implement them and technical specs.
Hours 13-15
STEP#5 – THETECH – OUTPUT
The systems we need to tell the story and capture the data with:
– 10 page analysis of current data/systems
– 20-30 page analysis of potential systems to use
– Excel costing analysis detailing set-up costs and initial digital media spend to achieve realistic CPAs pre-launch/launch.
– Briefing documents, technical specification.
Hours 21-24
STEP#6 – THEPLAN – INPUT
How we are going to action it all and how we measure success:
- 1 hour discovery – what are the key milestones we have or that we feel are achievable?
- 2 hour workshop – putting the plan onto a page, setting the goals and defining the key data points.
- 1 hour review - final agreement on the go-to-market-plan.
Hours 21-24
STEP#6 – THEPLAN – OUTPUT
how we are going to action it all and how we measure success:
– Excel or Miro gant chart of activity
– Excel chart weekly marketing performance report set up
– Digital dashboarding set up.