Marketing Strategy: How to get it right

Lumiant Live

In this episode, Mark Akeroyd is joined by Lumiant's head of marketing, Ash Lockett.
With over 15 years experience in communications and marketing, Ash has been responsible for developing marketing strategies that have helped global B2B and B2C brands grow in their respective markets, including OPPO, Dell, AMP, Randstad and more. He's also recently completed a Mini MBA in Marketing and is now looking to share his knowledge to help advisors grow in an increasingly competitive market.
In this episode, Ash and Mark discuss:
- Why digital is only a small part of the marketing toolkit you have at your disposal
- The essence of marketing and what you should be looking to achieve
- Three steps to creating a winning marketing strategy
- The four P's of marketing and how you can use them to grow your business
Throughout the episode, Ash refers to several resources. We have included links below:
- The science behind mental and physical availability: How brands grow by Byron Sharp (audio book version recommended)
https://www.audible.com.au/pd/How-Brands-Grow-Audiobook/B00I5OZBEI?action_code=ASSGB149080119000H&share_location=pdp
- The steps to develop a marketing strategy: Three axioms and three questions that summarise all of brand strategy by Mark Ritson in Marketing Week
https://www.marketingweek.com/mark-ritson-brand-strategy-marketing/
- Brand positioning: Mark Ritson on the Power of Apple's Brand Positioning (10 min watch)
https://www.youtube.com/watch?v=1iAEqKH8ebE
- The Four Ps of Marketing: The Four Ps of Marketing and How to Use Them in Your Strategy by Alexandra Twin in Investopedia
https://www.investopedia.com/terms/f/four-ps.asp
- The Van Westendorp Pricing Model: How To Price Your Product: A Guide To The Van Westendorp Pricing Model by Rebecca Sadwick Shaddix in Forbes
https://www.forbes.com/sites/rebeccasadwick/2020/06/22/how-to-price-products/?sh=15fbcea455c7
*Coming Soon* Lumiant's Whitepaper, Marketing Strategy: How to get it right. Find it on www.lumiant.io/insights/categories/whitepapers
To learn more about how Lumiant can help you engage clients with values based advice visit www.lumiant.io