Approach

Strategy first and tactics second. It’s not new but strategy is often overlooked in favour of tactics. A combination of both is the best approach.

1 DISCOVERY

The marketing journey starts here. Understanding the market, the value, the potential, the customers, competitors, trends, habits, opportunities and challenges are key to the success of any marketing strategy.

With ‘fresh eyes’ I will review all your research and undertake additional research, if needed, to provide a solid foundation on which to build your marketing strategy.

2 STRATEGY

Every business needs a strategy, a plan to put into action to achieve the objectives. I will develop the marketing strategy which will include:-

Segmentation
To identify the distinct market segments and their value.

Targeting
To know which customer groups are best to target within your market.

Positioning
To develop your position and proposition and how to articulate it best to your target customer groups.

3 OBJECTIVES

What is strategy and tactics without objectives?

I will work with you and your team to develop relevant objectives that are clear, concise and measurable.

4 TACTICS

Selecting and implementing the right tactics is critical to delivering the strategy.

Product or Service
People ‘hire’ products to do that job for them.

It is fundamental to understand what that job is and does the current product or service do the job?

Price
Pricing and price positioning is so important. A pricing check will ensure that the correct price position is taken in the market and that it supports the marketing strategy.

Marketing communications
There are so many marketing communication channels available. Which ones to select? That all depends on the marketing strategy and budget.

An integrated communications plan will be developed which will select the right communication channels to support the objectives.

Channels
Physical, digital or omni channel?
Wherever your customer interacts with your product or service it is vital that they have a great experience.

It could be receiving your product via the post, checking a delivery status online, making a general enquiry or simply browsing your website or App.

Customer journey plans will be developed for each stage and interaction to ensure a consistently high level of customer service and brand experience.

WHAT SOME OF MY CLIENTS HAVE SAID

‘We initially worked with Penny to develop a new interiors brand to reposition our business. Following the brand launch and the onset of Covid we continued to work with Penny to help us move online and to work with our internal social media team and 3rd party agencies to develop our e-commerce platform, online branding and communications.
Penny bought her business knowledge, digital marketing skills and branding expertise to this critical chapter in our company’s history. We are now positioned to take full advantage of the opportunities which undoubtably lie ahead. She is an exceptional marketing and brand talent.
Sean Browne, COO, Tara Group

We really enjoyed working with Penny on a craft marketing project in Uzbekistan. She was highly committed during the whole project phase, which was not easy due to COVID-19. However, she managed to travel prior to the pandemic to Uzbekistan to meet all the important stakeholders. Afterwards she helped to compile, in close communication with our client, GIZ, and the craft producers, a number of marketing assets such as a marketing strategy, digital marketing guide, training programme for the crafts people and a consumer craft catalogue.
Dr. Nicole Haeusler, Team Leader, Mascontour GmbH, Berlin, Germany

In our drive to deliver value and grow revenues we engaged Penny to carry out a Brand Audit. This insight gave us in-depth understanding of how people see the Veritas brand and the role it plays in their lives. It also allowed us to identify segmentation variables in particular demographic, psychographic and behavioural. Penny played a pivotal role throughout this process, working with the Veritas team, allowing us to agree upon an overall marketing strategy and implementation plan that will underpin our overall business strategy.
Tony Moroney, Director, Veritas

As a start up business PacSana has had to move quickly to seize our market opportunity. We have bought in several specialists to deliver against our tight deadlines. Penny is our go to marketing strategist. She has helped to identify and understand our core customer base and to refine our messaging and positioning by segment. She is a great partner and her collaboration was a huge help in articulating the PacSana story. I would highly recommended Penny to any business that requires vision, business understanding and customer engagement.
Feargal Duignan, CEO, PacSana

Penny was instrumental in assisting me and my business. Her process was both thought provoking and energising.
There is always a ‘human’ side to Penny’s approach rather than just empty rhetoric.
I strongly recommend Penny for any project focused on positioning, communication, branding and reputation.
Cathy Winston, CEO

WHAT SOME OF MY CLIENTS HAVE SAID

‘We initially worked with Penny to develop a new interiors brand to reposition our business. Following the brand launch and the onset of Covid we continued to work with Penny to help us move online and to work with our internal social media team and 3rd party agencies to develop our e-commerce platform, online branding and communications.
Penny bought her business knowledge, digital marketing skills and branding expertise to this critical chapter in our company’s history. We are now positioned to take full advantage of the opportunities which undoubtably lie ahead. She is an exceptional marketing and brand talent.
Sean Browne, COO Tara Group

We really enjoyed working with Penny on a craft marketing project in Uzbekistan. She was highly committed during the whole project phase, which was not easy due to COVID-19. However, she managed to travel prior to the pandemic to Uzbekistan to meet all the important stakeholders. Afterwards she helped to compile, in close communication with our client, GIZ, and the craft producers, a number of marketing assets such as a marketing strategy, digital marketing guide, training programme for the crafts people and a consumer craft catalogue.
Dr. Nicole Haeusler, Team Leader, Mascontour GmbH, Berlin, Germany

In our drive to deliver value and grow revenues we engaged Penny to carry out a Brand Audit. This insight gave us in-depth understanding of how people see the Veritas brand and the role it plays in their lives. It also allowed us to identify segmentation variables in particular demographic, psychographic and behavioural. Penny played a pivotal role throughout this process, working with the Veritas team, allowing us to agree upon an overall marketing strategy and implementation plan that will underpin our overall business strategy.
Tony Moroney, Director, Veritas

As a start up business PacSana has had to move quickly to seize our market opportunity. We have bought in several specialists to deliver against our tight deadlines. Penny is our go to marketing strategist. She has helped to identify and understand our core customer base and to refine our messaging and positioning by segment. She is a great partner and her collaboration was a huge help in articulating the PacSana story. I would highly recommended Penny to any business that requires vision, business understanding and customer engagement.
Feargal Duignan, CEO, PacSana

Penny was instrumental in assisting me and my business. Her process was both thought provoking and energising.
There is always a ‘human’ side to Penny’s approach rather than just empty rhetoric.
I strongly recommend Penny for any project focused on positioning, communication, branding and reputation.
Cathy Winston, CEO

GET IN TOUCH

T +353 (0)87 604 6646
E hello@pennyoneillmarketing.com

Linkedin
www.linkedin.com/in/pennyoneillmarketing

GET IN TOUCH

T +353 (0)87 604 6646
E hello@pennyoneillmarketing.com

Linkedin
www.linkedin.com/in/pennyoneillmarketing

Approach

Strategy first and tactics second. It’s not new but strategy is often overlooked in favour of tactics. A combination of both is the best approach.

1

DISCOVERY

2

STRATEGY

3

OBJECTIVES

4

TACTICS

WHAT SOME OF MY CLIENTS HAVE SAID

WHAT SOME OF MY CLIENTS HAVE SAID

GET IN TOUCH

GET IN TOUCH

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