The 6 fundamental marketing strategies
Brands are faced with an ever-growing array of marketing choices | |
Marketing can be split into different strategies, that work well in different situations | ||
Doing one strategy well is more likely to drive growth than spreading your efforts | |
Marketing can start with a business model
Marketplace
Create a place where other people can buy and sell
Franchise
Attract franchisees by giving them everything they need to make money
Growth loop
A software growth strategy. Is your Grandma on LinkedIn? How did that happen?
Multi-level marketing
Representatives recruit more representatives
Marketing fundamentals generally apply to all brands
Brand positioning
Positioning is timeless, and distinctiveness is more important than ever
Ollie makes “human grade” dog food in “open kitchens”
Product
For product to drive growth it needs to be dramatically better than alternatives
Olaplex built a $1bn brand with a differentiated product
Price
All brands need to make pricing decisions. This can form part of the positioning
Retailer incentives
Brands that have retailers must think about retailer profitability
TIGI Copyright helps hairdressers sell more