Week 5 - MBA 6101 - Developing a Creative Marketing Strategy

Now that you have created a logo and have your marketing plan in place, it is time to look at how creativity can be used to create your marketing strategy. Jay Conrad Levinson in Guerilla Marketing suggests this can be done in three simple sentences. Start with the purpose of the advertising campaign, including the target audience, then list how you plan to accomplish your purpose, and finish with the mood and tone the campaign will use to accomplish this purpose. For example, Lecuyer Consulting could use the below marketing strategy.

The purpose of advertising for Lecuyer Consulting is to convince leaders of clinical trial patient safety at pharmaceutical companies that these consulting services will help them understand the technology tools available for patient safety oversight while meeting the vaguely defined requirements and expectations of regulatory authorities. This will be accomplished by creating a visual representation of the difficult to follow regulatory requirements being streamlined and untangled by data analytics technology tools. The mood and tone of the advertising campaign will be honest, clear, and concise.

Since the goal of this advertising campaign is to bring customers in to gain clarity on the expectations of regulatory authorities, it will focus on how lost pharmaceutical companies may be when it comes to understanding these requirements. This can be done using visual cues of taking disorder and creating order. Additionally, since the campaign is specifically focusing on data analytics technology tools it will contain visuals of graphs. Finally, since we want the target audience to contact Lecuyer Consulting, it will use the logo as the final piece of the advertising puzzle.

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