Marketing Strategy

Having an effective marketing strategy is essential for any organisation wishing to improve internal or external communication, build brand awareness, generate media interest, stimulate customer demand, drive sales and increase market share.

Fat Media specialises in establishing clear strategies aligned to the specific objectives and budgets of a client and the changing buying habits and needs of their customers. This experience is based on a broad frame of reference delivering successful B2B and B2C marketing plans for a wide range of public, private and charitable status organisations, employing an integrated multi-layered approach to marketing communications.

Our strategy team combines the full breadth of research and planning expertise – from data science and user experience, through to traditional market research and social listening. Using agile techniques, we can scale research to suit your requirements and pick the tools that best fit your budget.

We take a ‘customer-first’ approach to planning. This means we start by discovering what your customers really want and how they behave, using this real-world insight to identify which of your business challenges we can help you address, and then define how this can be achieved through digital and marketing innovation. Regardless of the solution, it will always be underpinned by
up-to-date commercial intelligence combined with insight-led thinking and creative expertise.

As an agency, our end-to-end service is based on the following approach and methodology:

Discovery

• Identifying the key business challenges and opportunities we can help you tackle
• Using a variety of traditional and data-led research techniques to understand your customers motivations, behaviours and preferences.
• Developing the key market and customer insights that will form the backbone of your strategy.

Our toolkit:

• Brand, content and technical audits
• Stakeholder workshops
• Customer focus groups and qualitative research techniques
• Analytics
• Data acquisition and visualisation (combining first and third-party data)
• Social listening

Planning

• Prioritising customer segments, challenges and opportunities
• Setting measurable objectives
• Defining the solutions that we will use to deliver results
• Creative development
• Setting out a plan of execution

Our toolkit:

• Personas
• Brand and marketing models
• Wireframing
• User testing
• Visual concepting
• Media and communications planning tools
• A good bit of thinking time!

Measurement

• Tracking results based on KPIs
• Testing the impact of campaign creative
• Analysing how success has been achieved

Our toolkit:

• Analytics
• Attribution models
• Campaign tracking
• User testing
• Customer workshops
• Surveys
• Social listening