Most marketing problems start long before the first ad goes live. A company sounds one way on its website and another on LinkedIn, while the sales team tells a third version. We work with you on a marketing strategy that every later activity can be measured against.
Where we start
The first step is an audit. We review your website, your channels, past campaigns and how your competitors present themselves. We also talk to you and, where possible, to sales or customer service. That is where you hear most clearly which questions clients really ask. Anything that stands out goes into a short list, sorted by channel.
Positioning and messaging
From the analysis we work out what your company should stand for, and for whom. The result is a short positioning paper with one core message and a handful of supporting statements. Each statement needs evidence. If you claim to be fast, you need a process that proves it.
If the message does not yet fit your brand core and tone of voice, we resolve that first as part of corporate identity development.
Channel planning
A consultancy with clients in Germany reaches decision-makers differently from a property developer looking for buyers in Dubai. We decide which channels take priority, what role each one plays and which metrics count there. The channel plan might state, for instance, that LinkedIn opens conversations with decision-makers and that paid ads only run during a campaign.
Planning and running campaigns
Based on the marketing strategy, we develop campaigns with a fixed time frame and a clear goal. A sequence we use often:
- Set the goal and the metric, for example enquiries through a landing page
- Define the campaign idea, message and ad formats
- Write the production brief, for your in-house team or for our advertising, content and media team
- Launch, review weekly and adjust budget split and creatives
- Close with a report on what to carry into the next campaign
Metrics and regular reviews
For each channel we pick a few metrics that show whether it is working, such as enquiries, landing page conversion or qualified sales conversations. Every three months we sit down with you and look at which channels deliver and which messages land. If the market or your offer changes, we adjust the marketing strategy rather than rewriting it from scratch.
Who this is for
Two situations come up most. A founder is launching in Dubai and wants to define the target audience properly for the first time. Or an established business notices that its communication has drifted apart over the years. In the first case we begin with the audience, in the second with a review of every text and profile already online.
A marketing strategy for Dubai and Europe
Many of our clients move between two markets: headquartered in Dubai, with customers in Germany, Austria or Switzerland. We work that way ourselves, with German roots and an office in Meydan, and we plan your marketing strategy for each market separately. Write to us via our contact page. In an initial consultation we look at where you stand, and afterwards you receive an individual proposal.