Before you start an awareness campaign, you need to – say it with me now – develop a strategy. The first step was the positioning exercise from the last post. With that in hand, we can move to more esoteric, but ultimately vital aspect of marketing communication strategy. Credit Where It’s Due This post is influenced, first and foremost, by the seminal marketing book, The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. If you only read one book about marketing, read that one. For one thing, it’s short. You can burn through it in an afternoon. But it’s also written from a very high-level perspective. The book won’t teach you how to handle the various exercises of marketing. But it will give you solid constructs for developing a marketing strategy, particularly when it comes to communicating ideas to potential customers. But, I digress. Developing a Marketing Communication … Continue reading Marketing Communication Strategy