Designing and Developing Your Marketing Message (Constructive Marketing)

Sometimes, there is already enough information to make sound decisions without abundant research. In the case of a new project, however, you will likely need to research. Market data is available from many sources, including the local chamber of commerce, the Better Business Bureau, local municipalities, and the Internet.

There are costs and benefits to conducting research. In order to identify courses of action, weigh the value of each considered action against its cost. Ask yourself these three questions: Will the payoff or ROI be worth the investment? Will the information garnered improve the quality of the marketing? Is the projected spend the best use of available funds?

Once your research starts to reveal clues about your market and the direction in which you may need to focus, take what you have discovered and plug it into a simple integrated marketing communications foundation formula to see if there is a fit. Simple does not necessarily mean easy, but a science project it is not.

Keep in mind the building blocks to the foundation for your integrated marketing communications effort. As we have discussed, the first block is your fundamental understanding of what the IMC is supposed to be and what it will accomplish. The second building block encompasses market research and your analysis of promotional opportunities. It also includes brand and business-image management strategies and your understanding of consumer buying behaviors.

The third block can be considered an ongoing effort and includes advertising management, advertising media selection, advertising design, and the framework implemented to execute your advertising plans. The fourth building block consists of trade promotions, personal selling at your site, and carwash/store sales management. The fifth block includes public relations and sponsorship programs, database programs, Internet marketing, and an evaluation of all of these ongoing marketing activities.

It is helpful to keep these building blocks in mind as you begin your research. Although it is nice to simply put together an outline of what you think you would like to see, conducting research and gathering hard data is a sure-fire way to ensure that your efforts are well-secured in fact.

Timeline

You will likely want to allot an appropriate timeline to construct your plan and perform research. To reach maximum market impact requires you to take action well before the first shovel of dirt hits the ground. During the phases of a standalone carwash or carwash/c-store construction project, there are points at which the marketing plan will need to be executed.

For example, give yourself enough time to strategize and develop details of your plan prior to going in front of city officials for project approval, before working with a sign company and ahead of meeting with a printer that may help create your printed media.

Create a realistic timeline in which to operate. At the very least, your marketing plan should be outlined to some extent in your total business plan, which is required by banks, the SBA and other lending sources when you seek financing. It is typically useful to write the business plan well in advance of seeking lenders in order to determine the feasibility of the project and protect against unnecessarily wasting time, energy and expense.

The marketing plan should at least commence once the project has been solidified and you are on your way with all approvals. The initial phases of your integrated marketing plan require the most thought, and pre-planning demands an open mind. Give yourself a good year to develop a thorough IMC program. Anything short of that and you may find yourself in a hurry to move forward, hastily robbing from one phase of your plan to accommodate another. Developing a realistic timeline buffers you from hasty decisions, which can negatively affect you for years.

This approach is not simply for new construction projects. Renovations and new purchases of existing locations also can benefit from a fresh IMC program. The schedule of events for these may be different, but the approach and methodology is essentially the same.

There is no “one size fits all” IMC plan. Taking the time to develop your plan can mean the difference between success with a seamless program or struggling with a poor one. These days, your customers are better informed than ever. Take the necessary time to construct your plan and conduct your research.

A trusted friend of mine, the late Gene Erlanson, once said to me that if you are failing to plan, then you are planning to fail. That is a great proverb and words of wisdom by which to market.

Jeff Sturges is the founding partner of PCA Inc., an independent consulting firm for the automotive/carwash industry. A former U.S. Marine, Jeff has an MBA in global management and has worked in the carwash industry for 25 years. He can be reached at 352.357.0919 or via e-mail at jeff@jeffsturges.com.

Read More

Part I: Avoid Mixed Messages with a Strategic Marketing Plan
Part III: Left Brain Marketing for Right Brain People