A true marketing mix for the Scottish Borders and beyond
Marketing covers a whole range of skills and competencies but the truth is that as a discipline, it always holds the key to unlocking the potential and subsequent success of any business and creativity is at the very centre of the mix.
The fundamental marketing principles today are the same as they have always been. Its really about bringing products and services to attention of the right people, in the right place, at the right time and at the right price.
Building relationships with your customers is a continually evolving process, so the need to constantly surprise and delight is a real one - your competition will see to that!
First comes your business and market analysis to develop a clear strategy packed full of ideas and then comes the tools and skill sets to deliver your plan.
In this day and age, it is likely that a significant proportion of your marketing mix is going to be digital, although offline activity may also be highly effective, such as printed collateral, conventional media advertising, perhaps even direct mail, but rest assured, all of this will be underpinned by clear and effective branding which talks your customers' language.
