Articles

Anne Scarlett has authored over 60 published articles. They are organized by topic in the sidebar to the right. Often, Anne expands upon these topics, presenting to audiences in intimate training sessions as well as at highly-attended conferences. In addition, her insights are frequently quoted in A/E/C industry publications. Representative articles include those below.

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Strategic marketing planning

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KEEP FOCUSED.

Plan your marketing approach, sector by sector.

Savvy firms – regardless of whether they are ‘formally’ organized by geography, discipline, or client/market type – believe in developing a marketing program around their target markets. No matter the size of your firm, some degree of focus is essential to earn optimal credibility with your clients and prospects.

Use the following steps as a checklist to create marketing plans by sector: Step One: Determine which sectors to enter, exit, or modify. Conduct a quantitative and qualitative analysis.

Quantitative: Analyze company performance (net revenue; profitability; effective multipliers) per market sector and project type. Next, locate the sector’s position on maturity curve: ...

DON’T BE FAT AND HAPPY! (THOSE DAYS WILL COME AGAIN…)

Even in the best of times, your firm should not let up on marketing efforts.

At last, your business is where you want it. Revenues have risen in recent years; you’ve streamlined operations and increased profitability; you have a solid presence within established industries; and bonus time will be highly rewarding. In short, you are fat, dumb, and oh-so-happy.

Wait a minute. Happy, sure. But why fat and dumb, you ask? Consider these questions: When was the last time your company examined its strategic marketing approach? How frequently have you checked in with your clients to ask their perspective on industry trends and how you can best service ...

IT’S ALREADY MID-YEAR! HOW ARE YOUR STRATEGIC MARKETING EFFORTS TRACKING AGAINST PLAN?

How to Assess Marketing Progress and Refine Plan.

For this article, we are making two basic – yet crucial – assumptions: 1) You have an annual business plan, and 2) You created a supporting strategic marketing plan – designed to realize the vision within the business plan. If you don’t have either of these things, then this becomes a short article: Do yourself a favor…take control of your firm’s destiny by creating a business plan with a supporting strategic marketing plan.

For those of you that have made commitments to the value of planning: It’s time for a reality check. Conduct ...

The ZweigLetter and AE Marketing Letter

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REAP REAL REWARDS!

Build an all-inclusive strategic marketing plan.

In the one dozen techniques to make clients remember you first, point numero uno was to become versed with your company’s marketing approach and plan. Now it’s the beginning of the new year, and I’m hopeful that most of our readers have indeed achieved clarity on their firm’s strategic goals, client development plan, value propositions, differentiators, and key messages. They will now be able to serve as a company ambassador, armed with confidence and solid information.

There are three barriers that may have kept the remaining readers from achieving this clarity. The first barrier is you, that ...

DON’T LOSE SIGHT OF LESSONS LEARNED…

Planning for 2009 includes a reflection upon this year’s lessons.

It’s Fall — time for savvy firms to gear up for 2009 strategic planning, followed by the development of tactical action steps. In marketing, we begin by collecting data on competitive positioning, hit rates, returns on marketing investment, trends of target markets, client feedback. This data feeds into the planning session, resulting in an informed, forward-thinking outcome. Yet, within this data, where are lessons learned from the current year? In my own consulting practice, I revisit my list of lessons once I begin developing tactical steps.

Lessons come from experiences where you learned something new—not necessarily from blatant mistakes. I ...

AE Marketing Letter

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