Bleeding Edge Marketing

Kristy A. Bennett has a primary consultancy focus on strategic marketing practice.

How does that tie to information systems, human resources management and operations management? Why do her fingers reach into so many other areas of the corporate pie when she is brought into a consultancy role?

The old school of thought, which is still taught in universities in Australia, that of Kotler, amongst others, is that marketing strategy is gearing your approach to determine:

• how your enterprise will address the competitive marketplace, and
• how you will implement and support your day to day operations.

Many businesses develop their product and service offerings they plan and implement based on a purely externally focussed positioning strategy. The results more often than not do not meet those expected by senior staff and shareholders. This approach regularly results in the later implementation of exit strategies either for the advertising and marketing channel selections or, more drastically, the entire product offering.

Kristy prides herself on the development of bleeding edge marketing strategies. Her work with boards and executive is changing the way marketing is dealt with within an organisation. Drawing marketing back out of its traditional place, within a functional level of a strategic business unit, up to the level of corporate strategy where it can be holistically integrated across all strategic functions. Kristy creates a situation where strategic marketing exists to:

• position your enterprise to be uniquely and competitively placed in your marketplace,
• have day to day operations, including information systems and human resources management, geared to best serve successful implementation, and
• tied directly with the product development and the corporately held knowledge of your target market.

Being on the bleeding edge of marketing ensures that executive assess all areas of risk in their marketing plans including the internal limitations that could contribute to implementation failure. It makes an organisation far more consumer savvy and prepared to take calculated risk to develop their market share in both new customers and those returning. Sometimes the smallest changes internally can make the largest impact to an externally focused campaign.

Contact Kristy today to discuss what some practical strategic marketing choices may be for your organisation.