Strategy that Converts (STP)
Pretty brand but no strategy? Let’s fix that.
Strategy Series | 1.4
Nike speaks to the driven athlete. Dove speaks to women of all demographics. GoPro, adventurers and travelers.
Who does your brand speak to?
I get it, brands feel like they have to chase the aesthetic but you don’t want to find yourself in a place where you lack clarity, focus, and therefore strategy. One difference between a pretty brand and a profitable one is knowing the different categories of groups in the market (segments), who your brand is talking to (targeting), how you show up in their mind (positioning). A pretty brand with no strategy is a vibe where the vehicle for results is nowhere to be found. This is not good! Strategy should convert into something.
One way to do convert? Pay attention to your customer experience and pain points, this is called having empathy. This simple concept can easily lead to higher conversions.
Simply put you’ve done your research (5 Cs) to understand your landscape, you then get to make a decision where you focus your message, offer, and identity (STP), and then you move into the action phase where you put your strategy into motion with the 4 Ps. Product, place, promotion, and price are what we refer to as the marketing mix and they serve the segment you determined in the decision phase. Product is what you offer, place is its accessibility or availability, and promotion is how you choose to communicate the offering and attract your base. Lastly, price is what you charge, and that articulates your value to others.
Let’s review what we’ve learned so far this week:
5 Cs tells you what’s happening.
STP tells you what to do about it.
4 Ps tells you how to make it real.
Party Analogy
5 Cs = Party Research
Customer = Who’s coming?
Company = What kind of host are you?
Competitor = What other events are happening?
Collaborator = Who’s helping you? DJ? Caterer?
Context = Is it during finals? Rainy? Economic downturn?
This helps you understand the situation.
STP = Party Focus
Segment = Who do you want to invite? (Friends, coworkers, creatives?)
Target = Pick one: You decide it’s a “creative women’s networking night.”
Position = You want it to feel chill, elegant, and purpose-driven.
Now your party has a clear audience and vibe.
4 Ps = The Party Details
Product = Wine & vision board night
Place = Cozy downtown loft
Promotion = IG flyers, DMs, Eventbrite, voice memos
Price = Free but RSVP-only
Boom! That’s marketing.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.