You have a business plan, but do you have a marketing and advertising strategy? Even the finest business plan will have you wheel-spinning if you’re not saying the right things, to the right people, in the right place at the right time. Helping you to do all those things efficiently and cost-effectively is the role of your marketing and advertising strategy.
What exactly is a marketing strategy?
Marketing and advertising strategy is an essential part of the Pinnacle&Co. Formula for Success.
Put simply, a marketing and advertising strategy is a clear, actionable, long-term plan for how your business will attract, convert, and retain customers. Conversely, without a strategy, it will be difficult to achieve any of those things – unless you’re banking on having lots of exceptionally good luck!
Why a marketing strategy will accelerate your success
A good strategy is intensely focused and disciplined. It directs your energy forward towards your objective and eliminates distractions that waste time, money and effort. When you know exactly where you’re going and how to get there, you’ll arrive sooner. It’s as simple as that.
What are the building blocks of a marketing strategy?
At Pinnacle&Co., we have a thorough, structured process for developing marketing and advertising strategies on behalf of our clients. Each strategic building block fits on top of the one beneath it. That’s why you can’t skip a block, because if we do that, we’d be trying to build on thin air – otherwise known as guesswork and assumptions.
Broadly speaking, our strategic development process is constructed from the following blocks (we save the full details for our clients!)
Setting objectives
The reason for your marketing and advertising strategy
Customer identification
Understand intimately what makes them want to buy a product or service like yours. Don’t assume you already know what their motivation is.
Market evaluation
An assessment of the market you’re in, your competitors, and anything else that can influence the purchasing behaviour of your prospective customers or clients.
Market positioning
Your position in the market is determined by what your customers want and how that relates to what you have to offer. The intention is to give you a clear space where your voice can be heard.
Recommendations and Action Points
At this point, we know where you want to be in the future, who your best customers are, and the impact of competition on the market. We’ll make specific recommendations for bringing your strategy to life in ways that are relevant, compelling, and distinctive. We’ll also work with you to decide who should be responsible for managing the various aspects of our recommendations.
Implementation
This is where the rubber meets the road, and we make the magic happen. This will include work by you and your people, and can also be supported by advertising created by Pinnacle&Co.
Other important factors to keep in mind
Your marketing strategy must be clear
When your strategy is clear, it means that everyone in your business will be able to understand the strategy and how they can do their part in putting it into practice. Having a shared goal that everyone in the business is working towards is critical to its success.
Your strategy must be actionable
A good marketing strategy is practical. It must be workable in terms of your budget, your skills and capabilities, and the market you operate in. There’s no point in doing all that hard work if, in the end, your strategy is irrelevant to the realities of your business environment and can’t be implemented.
Recommendations for implementing your strategy in ways that are achievable and deliver the best results, soonest, should be an integral part of every strategic proposal.
Your strategy must be long-term
The starting point of a good strategy is a vision for the future. In other words, what do you want to be known for? in five, ten, or twenty years?
A good reputation takes time to build. Your strategy must include realistic milestones to achieve along the way, and each milestone must complement the ones that have been reached earlier. Doing that effectively requires a clear roadmap – and your strategy will light the way.
Why every Pinnacle&Co. marketing strategy is unique
While we have a very clear process for developing and implementing marketing and advertising strategies at Pinnacle&Co., each and every one is completely different because no business is exactly alike.
We tailor our strategic recommendations to your personal business objectives and what success looks like to you.
Pinnacle&Co. are proven strategic experts
When you follow our Formula For Success, good things happen. Check out these case studies to see how our strategic thinking, followed by the implementation of our recommendations, has delivered amazing results for our clients.
Pinnacle&Co. marketing strategy workshops
We have a range of marketing strategy services designed to work with different objectives and budgets. Get in touch now to chat about which one might be the smart option for your business
Help with funding your new strategy
Part funding for your Pinnacle&Co. marketing and advertising strategy could be available through Regional Business Partners. For more details on eligibility for co-funding, please contact Chic at chic@pinnacleandco.nz.
Want business to accelerate in 2026? Let’s talk asap!
Get in touch now to find out more about accelerating your success with a Pinnacle&Co marketing and advertising strategy.