Strategic Marketing

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” The Chartered Institute of Marketing

Goldilocks Marketing is a full-service marketing strategy consultancy. We review existing marketing, research target markets, analyse competitors, identify new opportunities and plan how to target customers effectively and profitably.

If you’re struggling to work out who and where your customers are, what they want and need, and why they buy (or don’t buy…) from you and your competitors, market research will help your business…

We provide high quality business and consumer research and stakeholder consultations, from project planning through to analysis.

Customer market research and insight to improve profitability

Market research is the foundation of a strong business and marketing plan. Before  you promote your business, you need to know who and where your customers are, what they want and need, and why they buy (or don’t buy…) from you and your competitors.

Market research methods

We work with you to understand what you need to know and carry out the appropriate market research to answer these questions. Our researchers often work alongside the client’s existing marketing team to ensure any research is fair and impartial. We’re equally happy project managing the whole process from planning through to analysis and conclusions.

Local authority customer insight
Infographic style customer feedback

Quantitative market research

Surveys, polls and questionnaires

Our experienced market researchers will recommend the most effective method and delivery  (online, in person, telephone or by post), design the questions, collect and collate data, analyse responses (including cross-analysis) and create a report with key findings and research.

competitor analysis

Qualitative market research

Focus groups, interviews and desk-based research

Qualitative market research is normally used to explore the results found from surveys, polls and questionnaires. Where quantitative market research gives you the length, qualitative market research gives the depth. Our market researchers are experienced in developing and running focus groups and interviews with customers, potential customers and staff.

Market research benefits

Market research is particularly suitable for new businesses or those considering launching a new product or service, as well as existing businesses who are struggling to gain or retain customers. It will typically tell you:

  • If there is a market for your product(s) or service(s), and if so how big it is
  • Whether people are aware of your company and product(s) or service(s), and their perceptions of you
  • Who your customers are/will be and what they want and need from you
  • Your potential customers’ buying habits and their changing needs

Stakeholder consultations for public and not-for-profit sector organisations

We work with local authorities, not-for-profit organisations and charities to measure  and improve customer, employee and other stakeholder satisfaction; seek stakeholder views around specific issues; and other specialist consultation exercises such as customer journey mapping. This includes supporting feasibility studies, communication and other audits, and statutory requirements.

Marketing project management

Our expertise in marketing and communications can help with specific projects, such as a website review, a social media campaign or the launch of a new product or service. We can also provide interim contract marketing cover.

Our marketing project managers deliver high quality projects, on time and to budget through the effective management of timescales, people and resources.

Our expertise in marketing and communications can help you manage specific projects, including:

  • Digital project management
  • eCommerce project management
  • Change management communication projects
  • Market research & customer insight projects
  • New product or service launches
  • Event management
  • Social media campaign management

Our marketing project managers have:

  • At least 20 years of experience in marketing, market research and communication
  • Comprehensive knowledge of marketing and communication strategy & planning
  • Ability to work to tight deadlines and prioritise workloads
  • Excellent spoken and written communication skills and ability to communicate at all levels across and outside of the organisation
  • Strong numerical and analytical skills and ability to communicate complex analytics to colleagues and customers
  • Proof reading and editing skills
  • Negotiation and persuasion skills

Marketing project managers & interim marketing consultants

We can provide interim contract marketing cover to ensure your business has uninterrupted marketing support, for example if your marketing manager is on leave.

We can also use our specialist skills to support and complement your communication or marketing team’s expertise during specific projects, such as communication strategy, rebranding, change management, product launches, web development, customer insight and event planning.

With our strategic marketing service, we will research your target markets, analyse competitors and identify new opportunities. A marketing plan starts with setting measurable objectives and realistic budgets with you. We will then write a bespoke and detailed strategic marketing plan to achieve those objectives, within your budget, over a set period of time (usually one year to five years).

Effective, integrated marketing planning

We include a step-by-step marketing plan which details the ‘who, what, where, when, how and why’. We then work with you to implement this plan, measuring targets and updating it along the way.

Marketing plan reviews

Many businesses are already working to achieve a three or five-year business and marketing strategy. Unfortunately for some, this means market opportunities which were achievable at the time the marketing plan was written have changed.

We will review your marketing plan, including marketing carried out to date (for example assessing existing marketing materials such as your website, brochures and advertisements), and update this to reflect new or changed opportunities and how to target them effectively and profitably.