Welcome back to Business English Pod for the third lesson in our series on English for marketing. We’ve been looking at planning and presenting market research. In today’s lesson, we’ll focus on how to use the research to develop a campaign strategy.
Great businesses understand markets and customers. It’s not enough to have a product or service that beats the competition in quality, innovation, style, or effectiveness. The product or service isn’t really amazing unless it matches – or creates – an opportunity in the marketplace.
That’s why we’ve been looking at many different aspects of market research. This includes understanding a competitive landscape, its specific segments or niches, gaps in the market, differences between regions, and how customers make buying decisions. All this information allows you then to develop a marketing campaign that is truly strategic.
In developing a marketing campaign, you’ll have to compare different channels and agree on your messaging. It’s also critical to set clear measures for success. And campaigns need to be well-organized. So it’s important that everyone is clear on who’s responsible for what and what the next steps are to put the strategy into action.
In today’s dialog, we’ll hear Francine, Lauren, and Josh discuss how to turn the research they analyzed in the previous lesson into a campaign. Francine is an account manager at a marketing agency. She is discussing with her clients, Lauren and Josh, how to use the research to develop a campaign strategy for their company, K&C Safety Supply. K&C wants to move into new markets in the Midwest region of the U.S.
Listening Questions
1. What two marketing channels or methods are being compared at the start of the conversation?
2. What measures of success does Francine propose for the marketing campaign?
3. What will Francine and her team do as a next step following this meeting?
Download: Podcast MP3
