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Marketing Strategy Defined

People often confuse marketing for advertising. But what is it really? Marketing is all the hard work you do before you communicate through advertising. Marketing is all the research,competitive analyses, tactics, the positioning, the branding and determining your target audience.
Advertising is the act of getting your message out to the public, preferably your target market, in the most efficient, memorable way possible. Two Initials works to develop a comprehensive marketing strategy that makes thorough use of both marketing and advertising principles. We take your product or service to places it has never been before.

Your marketing is much more than brochures and websites and numbers; it's an investment that generates revenue, profit and opportunity for growth.

Marketing is the process of developing and communicating value to your prospects and customers. Some of the steps Two Initials covers when we develop a strategy that will help you sell, service and manage your customers:

  • Your knowledge of the market and any current strategy employed to penetrate it

  • The distribution channels in use to connect with your customers

  • Your pricing strategy

  • Existing messages delivered to your market

  • The look and feel of existing marketing materials

  • The customer experience

  • The actions of your sales and service reps

  • All of the planning, preparation, forecasting and measurement of your investments

Good marketing is essential for every company. It can make a company with a mediocre product successful, but poor marketing can send a good company out of business. We strive to provide the best possible marketing services - customized to meet your needs.

A Comprehensive Approach

Ideally we like to take on clients open to reviewing their entire marketing framework. To do this we work with you on three major categories: Strategic Development, Tools & Processes, and finally Customer Acquisition & Management. A typical Strategic Development program covers the following areas:


As we progress to the Tools & Processes Category, we explore areas such as: Website Development, Sales Literature & Tools, Messaging, Corporate Identity, Naming and Customer Relationships. The final category addresses the tactical deployment or implementation of the preceding strategies. We cover items like: Email, Trade show planning, Sales Management, PR, Customer Retention, Online Advertising, SEO, Social Media, Direct Mail, and Traditional Media. We realize that a comprehensive program may not fit within the scope, timeline or budget of each client, and so we work with you to customize and approach that will.

    Getting Started - An Initial Marketing Audit

    If you struggle to see exactly how this all fits together, and what can be done to bring clarity to your marketing strategy - the marketing audit is a good place to start.

      After the audit you will have:

    1. A clear understanding of what your marketing operation needs to deliver.
    2. An honest understanding of the strengths and weaknesses of your current marketing operation.
    3. A prioritized list of enhancements.
    4. A list of quick and/or easy wins that can be accomplished quickly.
    5. An outlined 12-month plan and recommendation for complete marketing transformation.
      6. How do we accomplish this?

    6. A detailed interview conducted in person to gather pertinent information about your company and existing strategies.
    7. Interviews, in person or by phone, with key staff and current vendors to clarify findings and identify barriers.
    8. A half-day presentation of findings and discussion of next steps.
    9. A final report detailing findings, areas for further assessment, recommendations and 12-month action plan with cost estimates.
      10. What do we cover? The initial audit will gather information and deliver outline findings in the following areas:

    10. Strategy & Positioning. Is your offering clear and compelling to a clearly identified audience?
    11. Operations. Do you have the systems and processes in place to deliver effective marketing?
    12. Personnel & Skillsets. Do you have the right mix of current marketing skills at your disposal?
    13. Tools & Material. Do you have the necessary tools (marketing collateral, website) and marketing activity in place to meet yourrevenue goals?