Alternative Designs Marketing Strategies

Marketing & The Creative Process:

We don't have to know all this but it sure helps!

The creative process is led and inspired by many factors including marketing objectives, advertising objectives, creative strategy, and brand positioning. Just as line, shape, unity, balance and color are the elements of design, information, research, planning, insight and intuition are the elements of marketing strategy.
Information fuels the imagination and creates a synergy where numbers, words, ideas and images are illuminated through design to create a more meaningful and memorable message. Alternative Designs would like to help make your plans FLY.

The Value of Setting Up Objectives: Sharing the Vision

	Communicate with Alternative DesignsóEach team has goals and plans
	Planning and Decision MakingóClear objectives keep all focused
	Measurable for Evaluation

Marketing Objective:
A statement of what can be accomplished by overall marketing objective to...

	Increase Sales Volume
	Increase Market Share
	Increase Return on Investment
	Increase Profit

Sample Marketing Objective:
Our Marketing Objective is to increase sales by 10% in the small business segment of the market
during the next 12 months.

Advertising Objective:
A statement explaining purpose and role of advertising campaign to...

	Induce Trial (new)
	Increase Trial (extend line)
	Increase Repeat
	Sustain Preference
	Confirm Brand Equity or Essence
	Build Line Acceptance
	Increase Awareness
	Change Habits

Sample Advertising Objective:
Our Advertising Objective is to induce new trial by 4% in suburban and rural segments of the market
during the next 12 months.

Advertising & Marketing Objective Characteristics:

	Quantitative (measurable)
	Defined Target Audience
	Defined Time Period

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