How We Work
At Marketing Troubadour, we believe in relationships. It’s just the way we are wired and we believe it creates better results for you. If we can understand who you really are – the people behind the brand – we can understand why you are in business, what drives you, what your “voice” is and what your communication “style” is. These things make a difference and result in messaging that is customer-focused versus seller-focused.
While we are adept at one time projects, what we prefer are long term collaborative partnerships with our clients. This allows us to develop a stronger marketing plan because we share your vision and truly want you to be successful. Successful marketing results from telling your story in a consistent manner to the right people at the right time. We treat your marketing or branding as a functional piece of your organization that overlaps every other functional area of your business or association.
We ask a lot of questions. The best marketing for your organization is based on gathering the best information about you, your organization, your competition, and of course, your customers. This is why every engagement is unique. The most effective tools are used to gather information and may include any combination of the following: surveys, interviews with stakeholders, SWOT analysis, competitive intelligence, research, marketing collateral analysis, and marketing history. We spend more time on the things that require more time, and move more quickly through tasks that don’t demand it. We have learned over time that this work is always worth the effort – it’s critical to developing your story and your messaging.
Strategic vs. Tactical
Start with a strategic marketing plan that focuses on longer term, broader objectives that answer the “why” questions. Yes, at some point you do need a tactical plan to get something done. It is not good to plan and plan and never pull the trigger, but most of us do not have that problem. The vast majority of us pull the trigger without enough thought about what happens when we hit (or don’t hit) the target. Being strategic means thinking about WHY you’re doing what you’re doing and how it fits with your overall business objectives (hint: your mission statement can guide you here). Strategic thinking helps prevent you from random activities that seem logical in the heat of the moment but less-than-smart in the long run.