Running circles around the competition with a winning marketing strategy

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Posted by - Starbots Creative

When you think about it, developing and delivering a marketing strategy really isn’t all that different to playing football, except there’s no referee and all bets are off. Contrary to Kevin Keegan’s ‘famous’ assertion that you simply need to “score more goals than the opposition,” we will demonstrate that a solid set of tactics will give your business that all-important competitive advantage.

don't gamble with strategyA marketing strategy is a structured game plan that has the goal of increasing sales and scoring clients. You definitely need one in place so that you can reach, attract and pursue new customers. It will contain important elements, such as your company values, key marketing messages, and branding.

Creating a marketing strategy gives your business focus and direction. Without a clear plan, your business is unorganised and has less chance of winning new customers. Too few clients can be detrimental to your business, so you should always be actively seeking out potential clients. However, it’s not always easy to persuade people to buy your products or services. Using marketing tactics will give you a huge advantage. You cannot achieve success without strategy.

So, how do you actually develop this customer winning strategy?


Start by identifying prospective clients or windows of opportunity. Then learn everything you can about their businesses and the products or services they offer. You need to work out exactly what you as a company can offer them. What are their needs?


Customise your tactics to your target audience to make it relevant to your potential customer. Football teams study their opponents and formulate their own tactics according to which team they will be up against. Before Stoke City play Manchester United on Saturday, they will study the other team and adapt their tactics to take advantage of their opponent’s weaknesses. Last season, they drew 1-1 in both matches played in October and January, so a change of tactics will be necessary this time round to avoid a third draw.


Choose the right team for the job. Marketing needs collaboration from the entire team, as it falls under so many different areas of business, including creative, financial, communications, manufacturing and various others. Also, there’s no shame in outsourcing certain aspects of marketing, such as web design or copywriting, if it’s not your team’s expertise. Some of the biggest football teams in the world bring in players on loan from other teams every now and then, as temporary cover for injuries or suspension. Consider yourself doing the same – you wouldn’t want your team to be handicapped.

Target strategyShoot…

Follow through on your tactics, pursue the client and take a shot on the goal. If your strategy is effective, you will be rewarded with new customers and increased exposure. If not, you can take a step back and think about a new approach. In their last match, Stoke City drew 1-1 with West Brom. After a short run of losses, the team reevaluated their tactics and brought on Peter Crouch early on in the game, putting pressure on the opposition, which eventually paid off when he scored the equaliser.


If you need help developing a marketing strategy for your business, our team would be happy to help.