Marketing Consultant Adelaide
Adelaide Marketing Consultant Services
Mikael Svensson, strategic marketing consultant in Adelaide; helping small businesses to grow through review, marketing strategy, plans & direction forward.
Providing strategic marketing services to small businesses that want to replace current marketing approach and transform with high-value marketing strategies and contribution to revenue growth.
Mikael Svensson, strategic marketing consultant in Adelaide helps unlock your strategic marketing potential to elevate business growth.
Strategic Marketing Consultancy Services:
My approach to creating effective and purposeful strategic marketing change
1. Strategic Marketing Advisory
How to create marketing value and improve marketing’s contribution to profitable growth is on most companies’ minds.
The urge to have a clear growth agenda for any company could not be higher these days on the back of the pandemic and mounting inflation pressures. And marketing, of course, is a central component of growth, critical to get right.
And often, the challenge is to change from tactical marketing delivery to unlocking the strategic marketing potential to elevate long-term growth.
In a time of stagnating growth or decline, rather than cutting back, or the opposite, doubling down on the same marketing tactics that did not have an effect, this is the opportunity to recalibrate Marketing.
If you want to change how you go about marketing, having access to external strategic marketing expertise can make all the difference.
This service is ideal for you who want sporadic support to address a specific challenge or a marketing problem or someone who sees this as an opportunity to have ongoing advisory about your business and marketing and address particular challenges as you go along.
2. Strategic Marketing Gameplan – A Comprehensive Marketing Assessment
The strategic marketing assessment I conduct is an in-depth exploration of your marketing operations, using my signature strategic marketing assessment model to assessment to establish your baseline.
This process begins with a comprehensive discovery session, involving stakeholder interviews, surveys, and a review of your available data and marketing assets. I will then analyse this information to produce a very comprehensive and detailed report that highlights potential gaps in your current market approach and identifies opportunities for improvement or different strategies.
The process concludes with a debriefing session, where we discuss findings, ask critical questions, and decide on the next steps to optimize your marketing gameplan.
3. Strategic Marketing Roadmap Program
As a strategic marketing consultant, I’m often asked about the critical components of a strategic marketing roadmap. These components are vital as they follow a logical sequence and address crucial aspects of a business, combining practical application with strategic significance.
The component selection, phases, and steps, are based on a combination of 25 years of marketing leadership and on-the-job experience, theoretical knowledge, real-world insights, lessons and learnings, and evidence-based marketing principles; all contributing to a well-structured and effective strategy.
The strategic marketing roadmap is structured into five main phases:
- Build the foundation
- Decide where to focus
- Decide how to build
- Enhance operational strengths
- Tactical operational guidance
4. Outsourced marketing management – products & projects
As many marketing teams are fully stretched and out of capacity, adding another project to the list is difficult. No matter how important the project is, making time and driving priorities and expectations all at once is always hard.
If you have any specific marketing project coming up, I offer outsourced marketing services, which means I can help assist, progress, or manage specific projects or initiatives. That means your marketing department can focus on delivering existing projects daily while I will drive the new projects forward.
How this works depends really on your needs and requirements. You may only need support 10-15 hours per month, a day a week, or full-time for two months.
Here are just a few examples of the outsourced marketing services I offer.
4a Commercialisation of new products and product launches.
With so much excitement and expectations going into innovation work and the actual product launch – insights, preparation, and approach are everything. Whether it’s a new brand, product, range extension, or service offering, I will provide strategic or hands-on support to deliver a gold-standard launch approach.
4b Building an effective B2BC2 approach.
The winning approach in B2B2C marketing is about recognising the importance of building strong relationships and engagement with a brand’s professional recommenders and, at the same time, investing in building brand equity and consumer demand over time. I can help you with the approach and finding the right balance between the two.
4c Building an effective B2B channel approach.
Building effective channel management is critical for B2B companies. I can help unpack how to optimise the distribution channels for revenue growth, who the decision makers and influencers are, and what marketing channels you use to communicate with them.
4d Annual business and marketing planning
I will provide professional expertise, direction, and support during the annual operating planning process with the aim of building an effective strategic marketing plan for your company.
4e Other marketing projects
Strategic marketing plan. Using a comprehensive and structured strategic marketing framework to develop your strategic marketing plan for business growth. Taking the company from its current state into a future high-performing state aligned with business goals. Creating a robust strategic marketing plan is an iterative process, and it is often very beneficial to have external support to discuss different strategic elements.
Marketing plan improvement. Troubleshooting or looking at things differently. Sometimes the intangible marketing assets; the brand, your customers, the channels, and innovations are not delivering revenue as expected. Sometimes it’s good with a fresh pair of eyes on your current marketing efforts, identify shortcomings and unpack why it is not working and what can be done differently.
Go-to-market strategy. Consultation when launching a new product, brand, or route-to-market, enhancing your B2B approach or a customer project in a specific industry sector. As a small business marketing consultant, I will provide valuable insights as a point of departure. As part of your go-to-market strategy, I will guide you through a step-by-step roadmap to ensure you meet your objective.
Building strategic marketing capabilities. For small in-house marketing teams, I provide training to enhance their strategic marketing planning skills.
Read the full comprehensive list of about my outsourced and retained marketing services.
5. In-house Marketing Leader – Fractional Marketing Director
As companies go through different phases, there are occasions when working with a Fractional Marketing Director can be very beneficial.
For example, if you have a small in-house marketing team, you may need an experienced senior-level marketer to lead and guide the team for a period of time.
This is when I come into the business and work closely with the leadership team and manage the marketing team, ensuring delivery of the current marketing plan and implementation of marketing programs.
Contracting a Fractional Marketing Director can also be advantageous when a company wants to rebuild marketing. To start the journey of moving the organisation from tactical delivery to building strategic marketing capabilities.
That means delivering the current plan while developing a new strategic marketing approach in parallel. Sometimes this may involve recruiting new positions as part of a new strategy and function.
It’s really about your needs. You may need a Fractional Marketing Director to support your business one or two days a week, or full-time for a set number of months.
There are many financial benefits of contracting a Fractional Marketing Director as well.
Not only will you get access to senior strategic marketing expertise, but you will get it at a fraction of the cost compared to hiring a senior level marketer on a full-time basis, and without the associated on-costs.
Marketing consultant Adelaide
How to win the hearts and minds of the professional recommender for in a B2B2C business model is the question to Adelaide marketing consultant Mikael Svensson?
B2B2C Business Model
Winning the hearts and minds of the professional recommender in a business is key question for any B2B2C marketer when finding ways to grow revenue and increase profits.
The B2B2C business model is where a company sells its product to a business customer who then distributes or sells it to the consumer. Examples of industries using a B2B2C business models are medical device, pharmaceuticals, manufacturers of more complex consumer goods, and international education.
From a strategic marketing perspective, the main dynamics are two-fold. It is about recognising the importance of the relationship with the recommender, the primary decision maker who is selling the product to the consumer. It is also about building strong consumer brands so the end-user will recognise the brand offered by the recommender, creating a healthy balance of push and pull marketing.
At the same time, the increasingly well-informed consumers with easy online access to treatments, products, and services are today making their owed self-diagnosed decisions.
Recognising the business importance of the recommender or prescribing professional (B2B customer) and their profession, a well-thought-out marketing plan will ensure sufficient strategic weight is given to this critical area in the business.
Read full article
Medical Marketing Perspective
Let’s look at this from a from a medical marketing perspective, and the complex factors that influence health care practitioners’ prescribing decisions.
How to win the hearts and minds of health care practitioners and other related medical professionals in medical devices, life sciences, diagnostics and pharmaceutical companies is a key question for health care marketing professionals.
On the surface, a health care practitioner’s prescription choice may seen as a linear function of the patient’s medical history, examination outcome and specific product benefits to achieve best possible patient care.
However, in reality there is a range of additional factors, which are likely to influence practitioner’s prescription decisions. There are layers of ethical, regulatory, legal and commercial considerations which need to be taken into account, as well as direct and indirect influences from colleagues and peers in the health care industry.
Research[1] concludes “that physicians’ prescription of new drugs is influenced by physician sex, specialty, medical school, years since graduation, practice location, volume, and relative proportion of elderly in the physician’s practice”.
Further, research[2] points out that there are also non-rational factors which come into play during product treatment decisions including emotions and personal values, which will have relevance in health care decision in addition to product characteristics.
There are many questions to be answered in the medial marketing field. What is the definition of the market? What does the competitive landscape look like within a specific health care sector? What are the critical customer segments? What are the specific guidelines and standards issued by medical professional associations, or other industry networks which impact how a health care company needs to operate?
And what about the increasingly well-informed health care consumers? How will easily accessible on-line therapeutic and treatment information shape future health care practitioner-patient dialogues?
Already in 2005, opinion leaders started to talk about the trends in physician and consumer e-marketing in which Manhattan Research[3] noted in their summary that “on-line information empowers consumers to take a more active role in the decision-making process of their own or their loved one’s healthcare.
Digital Health
And today almost 20 year later, digital health is on everyone’s mind with accessible digital health records online, the progress of treatment and collection of person’s health information on mobile apps, fitness and wellbeing trackers, self-diagnostics, compliance tracking and artificial intelligence to forecast and detect treatment and patient outcomes.
With the explosion of digital health care, no doubt that the consumer will have a growing influence in health care practice in the future. Combined with consumer love for health care information and interest in sharing experiences to help others and on social media, this is an exciting for marketers.
Consequently, understanding the optimum combination of health care practitioner, associated clinical and medical staff and consumer touch points will further assist when considering different marketing touch points when building a comprehensive strategic approach for deeper and meaningful relationships in an B2B2C environment.
[1] Tamblyn R, McLeod P, Hanley JA, Girard N, Hurley J. (2003). Med Care. Physician and practice characteristics associated with the early utilization of new prescription drugs. 41(8):895-908.
[2] Kelly, D & Rupert, E. (2009). Professional emotions and persuasion: Tapping non-rational drivers in health care market research. Journal of Medical Marketing, volume 9, 1, 3-9.
[3] Manhattan Research. (2005). Opinion Leader Roundtable, Trends impacting consumer and physician e-marketing.