OPERATIONAL MARKETING
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DEFINITION
Strategic marketing and operational marketing are complementary concepts that are intrinsically linked.
Strategic marketing, also known as the “reflection phase”, is the first step, and can be split into three main stages.
- Analysis of the business and its market
- Definition of the corporate strategy and marketing objectives
- Selection of the methods to be deployed over the long term
“Operational marketing, or the “action phase”, is the next stage in the process. It concerns all the techniques used over the short and medium term by marketing professionals. During this phase, the focus is on achieving the objectives defined previously Marketing managers are responsible for steering the operational marketing plan. This activity is accessible to those with a marketing background, such as people with a Master’s degree in marketing from a business school. The plan can be broken down into four key areas known as the marketing mix. The operational strategy defines and ensures coherence between these four main elements of the company’s positioning:
- Product: the aim is to create value for both the target consumer and the company itself.
- Price: the product manager leads the process to set a price for a product or service. This price is not set in stone, and may change over time depending on promotional campaigns, the competitive environment or the product’s life cycle.
- Promotion: this mainly involves advertising, direct marketing and sales promotions.
- Place: this refers to defining the sales channels or sales teams that will be used to market a product or service.
The operational marketing communication plan has four distinct phases:
- Analysis of the internal and external environment: competitive intelligence, market research, etc
- Development of the digital marketing strategy, based on marketing operations and a comprehensive market analysis, and definition of the company’s objectives along with an effective marketing plan.
- Drafting of an e-marketing action plan, with the aim of achieving three key objectives to optimize customer relations: attract more customers and build a loyal community; generate more revenue from each customer; and increase the frequency at which existing customers buy your products.
- Fixing of a sales and marketing budget for the sales strategy and the chosen operations in order to achieve the targets expected by shareholders.
What resources do you need for operational marketing?
There are a wide range of tools available. They must be selected in accordance with your objectives, targets and budget. You may choose to promote your products through traditional channels like TV, radio, billboards or the press. However, you can also make optimal use of the many digital options available: websites, social networks, apps, emails, purchase of advertising space, etc
You should select the right tools according to your overall business objectives. This will ensure that the resources used are as effective as possible.
Performance indicators
When implementing a marketing strategy, it is essential to evaluate the actions taken and analyze their impact. In addition to clearly defining your communication channels, your performance indicators must be relevant and identified in advance depending on your needs and the type of analysis required. For example, when performing a profitability analysis, you will need to evaluate ROI (return on investment). To assess whether a campaign has been cost-effective, you will need to analyze the customer acquisition cost. If you want to optimize your website, you should assess the traffic generated, the bounce rate, and so on.
If you monitor and analyze these various indicators on a regular basis, you will be able to correct and adapt your operational marketing and strategic marketing activities, and thus improve your performance year on year.
Would you like to implement a multi-channel communication strategy, conduct research, or get support with your digital communications, internet marketing, marketing strategy or operational marketing actions?
Get in touch today for support in developing your strategy and building a strong brand identity to help you stand out in a competitive market.
CUSTOMER CASE STUDIES
OLFAE – TRAINING COUNTER STAFF FOR ARKOPHARMA
CUSTOMER OBJECTIVES
- Ensure buy-in from the pharmacy team to increase sell-in and sell-out.
- Gain a significant share of the aromatherapy marketGain a significant share of the aromatherapy market.
- Make Olfae the must-have range in the wellness sector.
- Resources required: design an original training module for counter staff.
BACKGROUND
Launch of Olfae by Arkopharma Laboratories, the first olfactotherapy range sold in pharmacies, an innovative, effective and safe diffusion system for use with exclusive blends and a high-quality range of individually-sold organic essential oils.
AGENCY RECOMMENDATIONS
Competitors in the aromatherapy market mainly focus on expertise and knowledge. To establish a strong position, Arkopharma needs to differentiate the brand by focusing on innovation and its experience in olfactotherapy. A completely original training format must be developed to bring pharmacy teams on board with the Olfae brand universe.
Objective:
Ensure buy-in from the pharmacy teams for this new concept by creating a meaningful olfactory experience that differentiates the brand, in five stages:
1. Describe the concept of olfactotherapy
2. Introduce teams to the power of our sense of smell: the capacity of certain scents to evoke memories
3. Provide an Olfactory experience with the Olfae relaxation complex: the pharmacists learn which essential oils correspond to the three different levels of the olfactory pyramid: top notes, heart notes and base notes.
4. Present the Olfae range
5. Case studies
OLIGOTHERAPY FOR LIFE – E-LEARNING TRAINING AREA FOR LABORATOIRE DES GRANIONS
Development of a specific training area for healthcare professionals on the oligotherapiepourlavie.com website.
This space was designed with two sections:
1. “LEARNING” SECTION: Providing healthcare professionals with information on oligotherapy and its benefits
- Describe the concept of oligotherapy
- Explain the role of each trace element
- Provide a trace element calendar to anticipate needs according to the seasons
- Provide practical fact sheets that can be downloaded to help them choose the right trace elements to relieve the most common illnesses (allergies, stress, fatigue, winter ailments, etc.).
2. “TRAINING” SECTION: Engage healthcare professionals by providing relevant, helpful content that they can use in their daily work when advising patients. Create e-learning modules of 10 to 15 minutes long with instructional videos and case studies relating to the topics covered on the practical fact sheets.