Market Strategy Analysis with the Pyramid of Promotion
Analyzing your market strategy is an important part of a successful marketing campaign.
The Pyramid of Promotion (below) is a useful visual that helps in the analysis process. This chart displays the faster, direct marketing avenues at the top, and progresses downward toward the slower response, brand building techniques at the bottom.
Determining how quickly you need results and what long term strategies you want to implement are an important first step. Further, you will need to anticipate the response from each type of marketing media you choose to implement, and balance that against your LTV and your budget to determine how much you are going to spend on each type of marketing.
Remember to implement each strategy with appropriate logging to allow you to analyze the results and ensure that your ROI falls within the planned budget. Initial shortfalls, especially when only minor, should generally be met with tweaking the advertising rather than pulling the media altogether.
Here is an audio where Russ and Sue share their thoughts about how to utilize the Pyramid:
