Strategy

Strategies drive business results.
Be prepared.

We deliver agile, evidence-based strategies that can be delivered with confidence.

“Well done and thank you for your presentation today. It went down very well and showed a real evidence based strategy with tactical deliverables to achieve long-term goals. Executive were very engaged”

Alan Fedda, Director of Customer Services, PTV

Why a strategy?

Artlivemedia is a not a traditional strategy consultant.  We see technology and customer experience strategy as an inseparable part of the strategic marketing or brand planning process.  And unlike pure strategy consultants, we actually implement strategies too – so we’re able to ensure that the plans we make can actually be executed within channels.

It is with this unique, blended knowledge, along with our evidence-based approach, that we are able to propose strategies that can create sustainable, long-term results.

In its simplest form, a strategy is the path you plan to take to achieve your organisational objectives.  A good strategy:

  • Ensures objectives are simple, measurable, achievable, realistic and timely
  • Clearly defines your customer segments and their expectations
  • Clarifies your business model and how you create value for your customers
  • Determines the best marketing models, levers and channels to achieve your objectives based on evidence and ROI modeling
  • Provide a positive return on investment

Strategy Service Major Deliverable

The output of engaging Artlivemedia to assist you with strategy varies from project to project because its completely customised to your business. Here’s just a few examples:

  • General marketing, digital marketing or technology strategy
  • A focus strategy on the other three P’s (price, place/distribution, product)
  • Individual campaign strategy to lift sales or drive a certain behaviour
  • Product or service launch, migration or discontinuation strategy
  • Internal business case documents (we can use your templates)
  • VC One Pagers, Investor packs and MOUs

Of course there are always a number of supporting deliverables including ROI models, competitor analysis comparison tables, customer journey maps and more.

How it works

Conduct Research

We look to understand market demand and channel preferences.  We look to answer questions such as:

  • How big is your market and is it growing or declining?  What are the industry trends, what is the competition and the socio-political environment you’re operating in at the moment?  What is the business’s appetite for risk in terms of how it approaches new market opportunities?
  • What are your marketing or business objectives, what are the assumptions that underpin those objectives and are realistic and based on evidence?
  • What do your customers want from you?  What do you know about where customers live and how old they are? These two factors change how they perceive time, risk and what channels they use.
  • What percentage of your potential or existing customers use which channels to access information or communicate?  How often do they use it?  Do they research, share or buy using this channel and what is the strike rate?

Interview staff and suppliers

We talk to your team to learn how your business works and the outcomes you’re looking for.

Create customer matrix

We use a psychographic framework to create a description of your key customer segments: their demographics and psychographics including fears and motivators.

Audit and Map Customer Journey

We audit all key marketing activities and map out the current and ideal journey of your customer segments.

Analyse and Prioritise Gaps

From the customer journey mapping exercise, we then analyse the size of your experience, technology and marketing gaps to help prioritise repair or creation.

Analyse Competitors

We analyse your competitors and compare the details, to find truly unique differences.

Discover

Conduct Research

We look to understand market demand and channel preferences.  We look to answer questions such as:

  • How big is your market and is it growing or declining?  What are the industry trends, what is the competition and the socio-political environment you’re operating in at the moment?  What is the business’s appetite for risk in terms of how it approaches new market opportunities?
  • What are your marketing or business objectives, what are the assumptions that underpin those objectives and are realistic and based on evidence?
  • What do your customers want from you?  What do you know about where customers live and how old they are? These two factors change how they perceive time, risk and what channels they use.
  • What percentage of your potential or existing customers use which channels to access information or communicate?  How often do they use it?  Do they research, share or buy using this channel and what is the strike rate?

Interview staff and suppliers

We talk to your team to learn how your business works and the outcomes you’re looking for.

Create customer matrix

We use a psychographic framework to create a description of your key customer segments: their demographics and psychographics including fears and motivators.

Audit and Map Customer Journey

We audit all key marketing activities and map out the current and ideal journey of your customer segments.

Analyse and Prioritise Gaps

From the customer journey mapping exercise, we then analyse the size of your experience, technology and marketing gaps to help prioritise repair or creation.

Analyse Competitors

We analyse your competitors and compare the details, to find truly unique differences.

Build

Assess Core Strategy Levers

We review the core strategy levers that are within the scope of the strategy which include:

  • Product (the actual product or service features)
  • Place (channel for distribution, communication…etc)
  • Price
  • Promotion (marketing offers, messages and channels)
  • People (this includes structure, brand, culture and core values)
  • Process (including technology)

We investigate and create a matrix of channels, technology or marketing build and distribution costs that form the basis of inputs and assumptions in the ROI model.

Channel Cost Matrix

We investigate and create a matrix of channels, technology or marketing build and distribution costs that form the basis of inputs and assumptions in the ROI model.

Make Recommendations & Build tests

For each strategy lever in scope, we provide detailed recommendations broken out into quick wins and longer term success factors.  During this time we may brainstorm and build prototype sample product offerings, messaging and more in preparation for testing.

Test

Customer Testing

We use this as an opportunity to test the assumptions and data driving the strategic recommendations made and then tweak recommendations based on results.  This is often carried out through research methods such as focus groups and online or offline surveys.

ROI Model & Budget

We use the channel matrix and other key assumptions to drive complex return on investment modeling, providing you with hard figures on expected returns and cost per acquisition.

Timeline

We create a timeline to support the delivery of all proposed activities.

Deliver

Present To Executive Team

We prepare an executive friendly presentation to help you sell the benefits and value to internal stakeholders.

Assist in Presentations to Broader Business

The planning around how to communicate your strategy to your team for effective changes in behaviour and approach is critical to success, because often culture is tied closely to strategic success.

We can also provide immediate support in the implementation of the strategy should you need it, or to simply provide ongoing guidance to your internal team as they deliver the strategy.

Why We Stack Up

  • We understand that the purpose of a strategy can be for many things and we ensure the strategy reflects the purpose whether this be to:
    • Justify or support an internal business case,
    • Provide confidence in due diligence to external investors,
    • Communicate plans internally and increase buy-in to change,
    • Significantly reduce costs of implementation and the stress of unreasonable turn around times, providing agencies with the preparation they need to supply deliveries or
    • Increase the changes of successful product launches, business growth or business transformation.
  • Our team is selected specifically for their experience not just in channels, but in your verticals and we have a pool of industry experts we can draw from if needed.
  • We don’t use cookie cutter templates.  We have an overarching framework that we use as a guide but the approach and deliverables are customised to suit your business model, product or service lifecycle and industry.
  • The strategies we recommend are based on data and evidence down to a channel level, so you can confidently implement, knowing that forecast results are achievable with the right level of investment.