Marketing Mentoring

There are many seasoned marketing professionals who could do with a fresh set of eyes when faced with a complex set of marketing conditions. There are also a huge number of small business operators, or ‘solopreneurs’ who are gifted and talented individuals in their line of business – which is not marketing! Sometimes it can be really helpful to have an experienced marketer to bounce ideas off, to provide direction and training, to ask the difficult and relevant questions and above all, to help you move forward.

Which is why we have developed the Essence Marketing Mentoring package with Director Penny Burke. Marketing mentoring focuses on three key elements:

1. What are you famous for – this aspect begins with understanding what your point of difference is in comparison to your competitors. Why should someone choose you over another competitor, for what benefits or advantages? What is the brand ‘story’ and how can it best be told? How many people might be interested in that positioning, what type of person should we target and how might we present a case to them they would find compelling? What is the personality of that positioning? How does that affect aspects such as our visual identity and presentation?

2. The second step is then to determine how we deliver our positioning, our ‘story’ in the most consistent way possible. Once we know what our positioning is, what service elements or ‘products’ could we offer that continually reinforce that positioning? Of all the things we do for clients, which are the ones that they see are the most demonstrative of our offer? How can we consistently deliver those marketing messages to them over and over again?

3. Finally, how can we leverage that positioning? For example, if we were to get involved with a charity or not for profit in order to build our profile, which ones would be best to leverage our positioning as well as allow us to be good corporate citizens?

So that is the basic program we work through, as well as any other questions that arise for you as we go. The package contains three one hour telephone sessions that we generally conduct about a month apart to give you time to digest and think about the issues, perhaps share with other members of your team, perhaps to do some research or digging to answer questions or information gaps we have noted. Sometimes people do the first two relatively close and then decide to actually implement some actions and make the last one a few months out to review and what happened and discuss next steps. It’s really up to you and what suits your needs. Marketing Mentoring is most cost effective way to get highly tailored and personal marketing advice specific to your issues and problems.