Marketing and PR
SOSTAC Situation Analysis
For effective situation analysis we need to:
. RESEARCH
. Have more robust detailed research.
. With diligent analysis you can make informed decisions.
Customer Analysis- Who your customers are and how they interact with the brand and demographic
background.
Competitor Analysis- Who are your competitors? How do they compete? E.g- price, product, customer service
etc.
SWOT Analysis- What are the strengths/weaknesses/opportunities, threats. Internal and external.
Channels Analysis- How do you communicate with your customers? Where are you selling? How do your
customers buy? How can people find you?
Brand Analysis- (best place to find brand context- website etc.)
- What is it?
- What is the marketplace?
- What does it sell?
- What is the image?
- How does it operate?
- What are the missions and values?
Audience analysis-
- Who's the audience?
- How can they be defined? (demographics)
- What are they interested in? (Psychographics)
- How do they act? (behaviour
- Where do they live?
- Where can I obtain information? (Research, Insights.)
- Can I create audience personas based on this research?
Channels analysis-
- What's the brand's touch point? (store, website)
- What are the sales platforms? (Shop, online stores, their party sellers.)
- What are the communication platforms? (Socials, mailing lists)
Competitor analysis-
- Who is the main competitor?
- What do they do differently?
- What is their mission?
- Are they direct / indirect competitors?
, Marketing Plan
Establish Goal
Timeline - Dedicate time for measurable goal timeline.
Where do i find this product? Channels analysis
What resources do I need? How do I find these resources?
Networking (if necessary)- relation to other industry roles.
The appeal- create an appeal to your brand/product/service.
Audience marketing - understand who your marketing audience is.
Competitor Analysis.
SWOT Analysis.
Channels Analysis.
Audience Analysis.
Marketing Approach.
Important stand points
- Cultural Input.
- Location standpoint.
- Branding Insights.
- Sustainability,
- Durable Marketing plan.
Research References.
(Similar webs )
(YouGov/Audience explorer)
How to create an audience?
- What is your demographic?
- What is your product/brand/service?
- Who is your target audience?
- Is it accessible?
- Where do we sell?
- How does the customer buy?
- Effect relation to analysis research?
- SWOT analysis.
- Effective marketing plan with consideration to marketing techniques.
Where do we find our audience?
(BASED OFF EVENT AUDIENCE ANALYSIS)
- Based on line ups for events and their interaction.
- Based on ticket types.
- Based on other elements. (Cultural influence, Veganism, Queer, Alternative etc.)
- Fans of other accompanying influences. “For fans of…” (BBC, 6media, Netflix, Soundcloud
etc.)
- We need to look at all factors of audience attraction: Psychographics, Attitudes, Behaviour,
Aesthetic, Pricing, Similar interests, Time of Peak interest, Accessibility, Age audience,
Attachment to brand partnership etc.
SOSTAC Situation Analysis
For effective situation analysis we need to:
. RESEARCH
. Have more robust detailed research.
. With diligent analysis you can make informed decisions.
Customer Analysis- Who your customers are and how they interact with the brand and demographic
background.
Competitor Analysis- Who are your competitors? How do they compete? E.g- price, product, customer service
etc.
SWOT Analysis- What are the strengths/weaknesses/opportunities, threats. Internal and external.
Channels Analysis- How do you communicate with your customers? Where are you selling? How do your
customers buy? How can people find you?
Brand Analysis- (best place to find brand context- website etc.)
- What is it?
- What is the marketplace?
- What does it sell?
- What is the image?
- How does it operate?
- What are the missions and values?
Audience analysis-
- Who's the audience?
- How can they be defined? (demographics)
- What are they interested in? (Psychographics)
- How do they act? (behaviour
- Where do they live?
- Where can I obtain information? (Research, Insights.)
- Can I create audience personas based on this research?
Channels analysis-
- What's the brand's touch point? (store, website)
- What are the sales platforms? (Shop, online stores, their party sellers.)
- What are the communication platforms? (Socials, mailing lists)
Competitor analysis-
- Who is the main competitor?
- What do they do differently?
- What is their mission?
- Are they direct / indirect competitors?
, Marketing Plan
Establish Goal
Timeline - Dedicate time for measurable goal timeline.
Where do i find this product? Channels analysis
What resources do I need? How do I find these resources?
Networking (if necessary)- relation to other industry roles.
The appeal- create an appeal to your brand/product/service.
Audience marketing - understand who your marketing audience is.
Competitor Analysis.
SWOT Analysis.
Channels Analysis.
Audience Analysis.
Marketing Approach.
Important stand points
- Cultural Input.
- Location standpoint.
- Branding Insights.
- Sustainability,
- Durable Marketing plan.
Research References.
(Similar webs )
(YouGov/Audience explorer)
How to create an audience?
- What is your demographic?
- What is your product/brand/service?
- Who is your target audience?
- Is it accessible?
- Where do we sell?
- How does the customer buy?
- Effect relation to analysis research?
- SWOT analysis.
- Effective marketing plan with consideration to marketing techniques.
Where do we find our audience?
(BASED OFF EVENT AUDIENCE ANALYSIS)
- Based on line ups for events and their interaction.
- Based on ticket types.
- Based on other elements. (Cultural influence, Veganism, Queer, Alternative etc.)
- Fans of other accompanying influences. “For fans of…” (BBC, 6media, Netflix, Soundcloud
etc.)
- We need to look at all factors of audience attraction: Psychographics, Attitudes, Behaviour,
Aesthetic, Pricing, Similar interests, Time of Peak interest, Accessibility, Age audience,
Attachment to brand partnership etc.
