What is a marketing diagnosis and why adopt it in your strategy? – WAU
Whatever your age, you may have heard of the 30’s, 40’s and so on. Each of us has particular concerns and concerns, but when questions become more frequent, we inevitably arrive at the primary question of human existence: what are we and where are we going? It’s the […]
Whatever your age, you may have heard of the 30’s, 40’s and so on.
Each of us has particular concerns and concerns, but when questions become more frequent, we inevitably arrive at the primary question of human existence: what we are and where we are going?
And what does this have to do with marketing? It has to do with the fact that companies are not that different from people, and that kind of question is also asked.
This happens when the entrepreneur looks back and sees that he has built something, but is not sure what. It gets worse when he realizes that his team members have very different views and no one knows clearly where he is going.
The result is that customers and suppliers also don’t recognize what your brand stands for and how it differs from the others.
What to do?
The question that opened the text may sound almost impossible to answer for some, but in reality it is part of the be-a-bá of administration and marketing.
It all starts with the strategic planning, a tool that many companies have, but don’t use as they should.
Managers with a more practical profile tend to find strategic planning “a waste of time that a consultant has pushed”, or even count on one, because it is an exercise that requires dedication and discipline, and always “there are more important things to do to do ”.
It is, however, essential. It is for him that you will align your goals and direct the direction of the company.
Only then will it be possible to answer “what we are and where we are going”, which allows us to correctly communicate brand identity and reverse the situation described at the beginning of the article, in which staff and customers do not recognize the company as you would like.
Start with a marketing diagnosis
There are a number of tools, methods and practices for collecting data, planning and performing coordinated actions for your company – important definitions for strategic planning.
When they are well applied and respect the characteristics of your business, the tendency is for the results to be very good.
O marketing diagnosis is one of them, and the recommendation here is that this is the first step for those who want to end the company’s identity crisis.
In it, several investigative methods can be used to discover how the company is perceived by its audiences and by its leaders, what are its values, truths and mistakes. He seeks to understand “what is yours, after all”.
Covering concepts such as consumption days, SWOT analysis, CSD matrix, Flight Plan, RFM analysis, organizational climate survey, customer satisfaction survey and even extensive market research, the diagnostic process must develop as if it were a X-ray.
After all, the company needs to be seen as a living organism, which is why metaphors with the medical environment are not by chance.
In a doctor’s office, we undress, sometimes literally, so that the doctor can give the correct diagnosis.
In the corporate world it is not so different – for this first step to be effective, the wrongdoings, hidden and shame must come to the fore. Like this, agency and client become intimate and nothing else matters but the truth.
But calm down, if you’re afraid of the hospital, you don’t have to be scared. In the marketing diagnosis, the part of the process carried out with the customer is usually quite playful, quite different from exhaustive routine meetings.
It is an opportunity for leaders to do something different, to think about the company from other angles, exercising their critical vision, including about themselves.
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At the end of the process, when the job is well done and the information collected, analyzed and completed is presented, the receptivity is likely to be total.
It is as if someone had taken away the sales of the leaders and everyone, finally, could see the same thing: what was there since always and nobody saw, the truth simple and unambiguous.
From that moment on, a much more direct path opens up for the other stages of strategic planning. After all, everything that was needed has been discovered.
The concept comes easy, round, and approval becomes a consent kiss and expected, coming from someone you want.
After that, each step should be much easier.
The briefing for common demands, for example, tends to become almost superfluous, due to the agency’s introjection within the customer essence and, most importantly, the fact that the client is sure of what he needs and trust in his partner.
Understand “who” is your brand
If before, to develop our products and brands, the way was to think “what”, then on “how” and, more recently on “why”, today we are entering the was the “who”.
At social media they are part of this, as they paved the way for a much more intimate contact between people and brands.
Have you noticed that we became fans of many of them? We like, follow, chat, and word of mouth has become a button to post or share, with one click.
Think about it: a brand is like a person. She has body and soul. She talks, behaves, interacts and impacts our lives. But it also goes through crises. And when that happens, you have to send it to therapy.
Written by Daniel Moreira (Cuca), Partner at Agência Incomum and co-creator of the Plano-de-Voo methodology, he puts his point of view on what he considers fundamental today for companies.