Developing a Marketing Strategy: Insights for Project Marketers

Developing a strategy is a crucial step for any new project, initiative or venture.

In order to set your project up for success, you need to have a documented strategy that delivers on the vision and value proposition, demonstrates a clear understanding of your customer and how they move through the project lifecycle. This then influences the brand development.

Your strategy will have a greater chance of succeeding if the whole team is on board with a thorough understanding of the value proposition and their individual responsibilities. This means that the development of your marketing strategy needs to involve the marketing, sales, design, development, customer relations and community teams.

Start with the objective

Let’s face it, a development business exists to make a profit. A marketer that can think in terms of achieving sales and delivering profit is worth their weight in gold. The best development businesses that consistently make a profit are the ones with the customer at the centre of their thinking.

Your marketing objective should be along the lines of:

Attract our target audience through measurable lead generation activity, nurture them using educational and entertaining content, delivered utilising technology and an integrated marketing, sales, customer relations and community experience to convey our brand promise. This will ensure we achieve:

• XX sales by DD/MM/YYYY

• Profit of $XX

Then outline the strategies you will use to deliver on the objective.

Some ideas around strategy categories:

• On-site customer journey

• Digital customer experience

• Collateral

• Content

• Lead generation

• Events

• Launch

Example: Lead generation

Our lead generation target is XX new leads per week (based on a XX% conversion to sale) and will come from the following mediums:

• Social campaigns

• Digital advertising

• Strategic signage

• REA listings and project page

• Builder referrals

• Customer referrals

• Search engine marketing

Note: Sales suite visits or your website is not a lead generation method. People don’t just wake up one day and know you have a sales centre or type in your website URL. They are prompted by some type of advertising.

Each of these sub-categories should then have action items, responsibility allocation and due dates listed.

For more tips, insights and checklists, download our Project Marketer’s Handbook today.