The plan is the conduit between your company and its potential consumers.
At STIR, creative, intuitive and innovative minds produce great plans from quality data and a guiding process. We’ll recommend planning methods that are tailored to your business situation. The general phases of planning are consistent and described below.
STAGE 1: THE DEEP DIVE
We internalize the dynamics of your product, your consumer, your industry and your key competitors. We study consumer demographics, psychographics, segmentation and spending patterns. We may recommend proprietary research to fill in missing data.
STAGE 2: THE CONSUMER EXPERIENCE
We become the consumers. We see your brand through their eyes. We live in their world and experience your product in the way that they do. We mingle with other users.
STAGE 3: STRATEGIC COMMUNION
We summarize our observations as key, actionable conclusions. We develop a brand positioning statement and communications platform. During the presentation process, we also create consensus among the client’s management team.
STAGE 4: INTEGRATED PLAN DEVELOPMENT
We build the entire plan at once, taking full advantage of all opportunities for leverage, synergy and savings.
Plan elements might include:
- Public relations
- Sales materials
- Relationship management
STAGE 5: MEASUREMENT AND REFINEMENT
The plan is never truly finished. We continually seek opportunities for refinement through measurement and observation.
Enlightened marketers know that information leads to insights that, when handled properly, produce profits. Many times, information must be acquired through primary qualitative or quantitative research. As critical as the raw information itself is, the art of interpreting it and using it to inform the marketing program is the true measure of success. For this reason, STIR offers a full range of primary research and planning services. We are proficient at research design, data gathering, reporting and analysis. Our creative leadership ensures that your investment in research provides you with a material advantage in the marketplace.