A few weeks ago, I wrote a blog on the difference between Strategy and Tactics. Now I thought I’d share an easy to use marketing strategy template that I’ve utilized for several years.

I first came across this approach 10 years ago when I was working at the Martin Agency. Located in Richmond, Virginia. Martin was and still is one of the country’s top 5 ad agencies.

At the time, Martin used a streamlined strategy brief that I fell in love with because of its flexibility and simplicity. It is a marketing strategy template that with six questions focuses the efforts on the true objective, the right buyer, and how the brand is best positioned to help solve that buyer’s need.


Questions from an easy to use marketing strategy template:


1What is the objective?

If in six months time you’re celebrating our success, what happened, exactly what did you achieve? This is where you need to look at the bottom-line objectives. Sell X units, Sign-up Y new customers, etc.

2 Who is the target audience and what are their motivations?

This is much more than pure demographic information. It’s critical to understand the buyer’s needs and motivations as it impacts their research and purchase decisions. You need to get as close as possible to the WHY they are looking.

3What do they think now?

This is a little of a NO-BS zone. If the brand has an issue you need to acknowledge it and look at how you can overcome any objections they buyer may have to considering your brand in their purchase considerations.

4What do we want them to think?

What is your goal to move their perceptions from the question above? Again, think about the outcome you are hoping to impact. Once you know your goal, it’s much easier to figure out ways to reach them.

5Why should they?

The strongest asset of any marketer is the truth. What does the brand offer that can help meet the needs of your buyer. How can the product or service “surprise and delight” your buyer and help them solve a problem.

6What is the personality that needs to be portrayed?

Again this needs to fit reality, but what is the personality of the brand. How does this need to be highlighted in your marketing efforts? When using any marketing strategy template be sure to use a healthy dose of authenticity.

Final Question:

What is the ONE thing we want them to take away?

One of the biggest mistakes marketers make is trying to convey too many messages at once. To be successful you need to be focused on moving the prospect one step closer. Keep your eye on that single focus and you will stand a much better chance of being successful.

For your next campaign try starting off by focusing on answers you’ll yield from this marketing strategy template. It will arm you with insight, honesty, and clarity that will make reaching and impacting your target audience so much easier.