SERVICE
Marketing strategy
The value of a strategy is not in what it promises but in what it gives up. A plan with room for everything directs nothing, and that is usually noticed once the budget is spent.
First plan in two weeks · No long contracts
Most marketing problems do not get solved at channel level. When results do not arrive, the creative and the audience get changed, while the problem is who is being sold to and on what grounds they would buy.
Strategy work answers those questions before money goes into media. It does not make advertising cheaper, but it makes it repeatable: once you know why something worked, you can do it again.
What the work covers
- Audience and buying rationale: who buys and what they compare
- Positioning: what is given up so that something can be owned
- Channel choice with reasons, including the channels left out
- A content and campaign frame for the year, seasonality included
- The split of budget between work and media
- Metrics, and which number triggers a change to the plan
What it is not
It is not a deck that gets handed over and filed. A strategy that has not been broken down into monthly work is an opinion in an expensive format.
It is also not a template you fill in yourself. That exists and it is free: the marketing plan guide and template are on this site. This page is the step after it, where someone other than you does the work.
What we have done
For Kletta we built a long-running marketing strategy to support new customer acquisition, for WellO2 strategic marketing and branding work during a move into international markets, and for IMT strategic content production that has now run for two years.
How we measure
- Whether the plan was carried out or stayed on paper
- Per-channel results against the role that channel was given
- Cost of acquisition and its direction of travel, not a single month
- How many of the plan’s assumptions proved wrong, and whether they were corrected
PACKAGES AND PRICING
Three ways to buy direction and measurement
The audit says where you are, the strategy where you are going, and the growth programme turns it into a monthly rhythm of experiments and reports.
Audit
The current state in numbers and a clear list of what to do next.
€1,900
Includes
- Review of channels, measurement and sales numbers
- Competitor comparison
- Conversion path assessment
- A written report and recommendations
- One debrief
Not included
Implementation.
Book a callStrategy
A plan the team can follow without a strategist sitting beside them.
€4,900
Includes
- Everything in Audit
- Audiences and messages
- Channel choices and budget split
- An annual rhythm and metrics
- Two workshops and a written strategy
Not included
Implementation.
Book a callGrowth programme
Experiments, measurement and decisions in a monthly rhythm.
€2,500/mo
Includes
- A monthly experiment plan
- 2–4 experiments a month
- Measurement and dashboard kept in order
- A monthly report in euros with decisions
- A monthly review
Not included
Media budget and content production.
Book a call- Month to month, 30-day notice
- Ad accounts, sites and data stay yours
- Prices exclude VAT
Technical measurement build (GA4, events, dashboard) as a project, €1,900.
What it has produced
All case studies
PROCESS
How the strategy work runs
The output is an annual plan broken down into monthly work. Without that it is an opinion in an expensive format.
Current state and data
We go through sales data, analytics, ad accounts and what customers actually say. Most of the answers are already in the building.
Audience and positioning
Who buys, what they compare, and what gets given up so something can be owned. This is the hardest and most valuable part.
Channels and the year
Channel choice with reasons, including what is left out. A campaign and content frame for the year, seasonality included.
Budget and metrics
The split between work and media, the metrics, and which number triggers a change to the plan.
WHAT WE TRACK
What the monthly report says
Delivery
whether the plan happened or stayed on paper
CAC
cost of acquisition and its direction
Channel role
whether each channel did its assigned job
Assumptions
how many proved wrong, and were corrected
WHEN WE DO NOT RECOMMEND THIS
Three situations where we say no
When no decision will be made
Strategy is a decision about what not to do. If nothing can be given up, the work produces a document rather than a direction.
When the result is needed next month
If the quarter is tight, fix the campaigns and the measurement first. Strategy work is worth starting when there is room to act on it.
When you only want a template
One exists and it is free: the marketing plan guide and template are on this site.
FAQ
Frequently asked about marketing strategy
What is the difference between a strategy and a marketing plan?+
Strategy decides who is sold to and on what grounds. The plan says what happens when. A plan without a strategy is a calendar with no reason behind any of its rows.
How long does strategy work take?+
Four weeks is typical. That is enough because most of the answers are already in the company’s own data and customer conversations; the work is reading them together.
Do we keep the plan?+
Yes, all material belongs to the client. The strategy work can be bought without the delivery coming from us.
Can we do it ourselves?+
You can, and there is a free template on this site. This page is the step after it, where someone other than you does the work.
See also
Get channels, content and a budget, in 30 minutes
A free call where we go through your goals and propose a concrete plan.
