Strategic marketing is about more than just putting together a marketing plan or developing a campaign.

Strategic marketing is figuring out what key dynamics define your business success, and indeed failures, and producing a program of promotion and support analytics to enable you to achieve your business objectives.

Those objectives might not just be growth, they could include a whole range of other goals. You might be looking at new strategic marketing options  in order to develop a defensive strategies against a new market entrant, or they might be finding new ways to reduce your marketing expenditure while maintaining your current market position/customer base.  or many others...

Over 20 years with divisions of one of the worlds top direct marketing corporations, and now providing strategic marketing consulting services to a number of successful Australian businesses, Rob Hardy has re-defined the way companies are doing business.

Even companies that are doing well can benefit from a new view on their strategic marketing activities. One of our clients had been growing 20% year on year for the last 5 years, and now reports revenues in excess of $250M/yr in Australia/New Zealand. They understood that it’s current marketing strategy would not permit it to continue to grow at that rate. We carried out analytics to enable them to establish exactly what a customer was worth to them, so that future marketing activities could be benchmarked and a genuine return on investment established. From that, we tested new media not promoted previously and measured results against those benchmarks. Now, the spread of promotional expenditure has been shifted and will be monitored on an ongoing basis to ensure optimal return for each dollar spent.

Another Australian company which had been in existence for more than 30 years, had been experiencing a steady decline in its business. Rob Hardy reviewed the customer profile, and marketing campaigns (not just media, but where that media was being purchased) and re-engineered the product development process in order to “better fit” the product to the media that was already being purchased very cost effectively. This review of their overall strategic marketing approach along with other changes to the marketing process, resulted in a growth in revenues of more than 300% in the 3 years that followed.

Strategic Marketing is about so much more than creating a commercial or promotion.