Determine the direction of travel
To the overview
Questions, questions and more questions
Answering the 7 W-questions means finding out which parameters are present in which dimensions and where new ones have 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.
Together with the client, SRT looks for 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 many different factors into account. As individual as we are as people, each company also has its own character.
The more cornerstones are answered, the clearer the path and the implementation are shown.
|Situation analysis||Collect, sift, verify, assign, weight facts|
|Target group definition||Analyse, allocate, determine segments of buyers, manufacturers, service providers, etc.|
|Destination||Target group region|
|Period||Start, end, seasonality|
|Objectives||Knowledge, attitude, behaviour, image|
|Strategy||Me-too, profiling, market development|
|Measures internal and external||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|
- Data analysis and market survey
- Define strategy and measures
- Document concept, show roadmap
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