With businesses looking to hit the ground running in 2021, marketing will play an even more vital role. Those that do it well will thrive, while those that don’t will suffer. Here, Andrew Scott, MD of leading full-service marketing agency Purplex, discusses why your marketing needs purpose, planning, and execution to be a success – and why with that methodology, Purplex will take your business to the next level.
The unprecedented stop-start nature of last year has provided businesses with the biggest challenge they have ever faced.
Despite the economic impact and uncertainty around Covid-19 the home improvement industry operated well above expected levels, with many companies experiencing record sales and demand.
But that doesn’t mean that 2021 will not be without its challenges, and the winners will be those who invest in their marketing to acquire market share. And getting that marketing right will be crucial to take your business to the next level.
It’s amazing how many businesses invest in marketing to “tick the marketing box” without having a clear understanding of what they want to achieve and how they are going to achieve it.
This approach has always proved to be ineffective, but in 2021 it will be even more catastrophic, and these businesses will be the ones who get found out.
Your marketing must have purpose, planning, and execution to succeed and it’s the fundamental approach we have used to develop every winning project and campaign for our clients for more than 15 years.
Marketing with purpose
You must have a clear understanding of the goals and outcome of your marketing strategy. After all, if you don’t know your main objectives and what you want your marketing to achieve, it will be little more than useless.
The purpose of your marketing must be set out at the very beginning as this will drive everything you do from that point on. Do you want to go from turning over £5m to £10m, and if so, what timescale are you looking at – in three-five years or longer?
Are you looking to launch into a new market, or looking to increase the number of leads you are currently generating to grow your business? If you are, then what are the numbers? Who is the target audience?
Planning a winning strategy
Having a purpose gives your marketing a clear focus to create a winning strategy and develop the key messages, creative collateral, and relevant content.
To take your business to the next level, however, you may need a marketing strategy that operates across print, digital, social, and broadcast media.
If you want to generate more leads then maybe you need to concentrate on your digital strategy and updating your website to turn your existing website visitors into customers.
Planning a winning strategy means you will have a roadmap that will help you take your business to where you want it to go. It also allows you to measure if you are hitting the targets you’ve set.
Executing to deliver
You then need the skills and resources to implement your plan to deliver your desired outcome. With an ever-changing marketing landscape, you must be engaging with your target audience across a complex mix of channels.
As the leading full-service marketing agency, we use our 30 plus years of industry experience and analysis to create strategies that fuel sustainable, profitable growth thanks to our team of industry experts and marketing specialists.
Purplex brings together all the key marketing disciplines under one roof with marketing professionals who are experts marketing strategy, PR, digital content and social, design and branding, website design and filming and video production.
We can be an extension of your internal marketing department and take on the areas you might need help with, or your fully outsourced marketing agency for everything.
With more people set to be working from home, which means an increased demand for home improvement products such as garden rooms, and the Government’s plans to ‘build, build, build’ our way to economic recovery, there will be plenty of opportunities for forward-thinking businesses in 2021.
To capitalise, your marketing needs clear objectives, a solid plan to deliver them, and the skills and resources to implement, measure and refine.
It could be the difference between your business succeeding or not and it’s no surprise that the name Purplex is an acronym – for Purpose Planning and Execution,
Andrew Scott is one of Britain’s leading marketing experts who has acquired, built, and sold several successfully companies in the industry, including manufacturers, distributors, and retail businesses. A renowned speaker on business and marketing strategy, Andrew advises some of the biggest names in the industry. He is the founder and MD of Purplex Marketing and Insight Data. For more information visit www.purplexmarketing.com.
