Concept
Determine the direction of travel
To the overview
Questions, questions and more questions
Answering the 7 W questions means finding out which parameters are available in which dimensions and where new ones need to be created.
For example, a small budget determines the advertising pressure on the market or the choice of advertising channels.
These seven questions provide the rough framework for each concept.
SRT works with the customer to find answers. These provide the framework and define the future design of the marketing concept.
Structure of a concept
When developing a marketing concept, we take numerous different factors into account. As individual as we are as people, every company has its own character.
The more key points are answered, the clearer the path and implementation will be.
| Work step | Description |
|---|---|
| Situation analysis | Collecting, sifting, verifying, assigning and weighting facts |
| Target group definition | Analyse, allocate, determine segments of buyers, manufacturers, service providers, etc. |
| Target area | Region of the target group |
| Time period | Start, end, seasonality |
| Objectives | Knowledge, attitude, behaviour, image |
| Strategy | Me-too, Profiliation, market development |
| Internal and external measures | PR, marketing, advertising, print campaign, online campaign, events, workshops, sponsoring |
| Budget | Financial and human resources |
| Control | Market survey, response elements, statistics, media publications, sales figures |
Do you have a question?
I will be happy to advise you on the most efficient advertising measures to achieve your goal. The best thing is to arrange a meeting right away.
Patric Kurth, Management & Concept
