A Japanese proverb says that a vision without action is a daydream, and action without vision is a nightmare. The same holds true in business – you cannot achieve business goals without setting them, developing a sound plan for reaching them and taking action to get there.
At Burk Advertising & Marketing, we are continually improving our STREAMING™ process, a proprietary, strategy-development tool that is designed to help clients do just that. Through the STREAMING process, we custom-design communications plans that integrate the best mix of traditional and digital tactics for each unique situation.
Since we recently made improvements to the STREAMING process, we wanted to share a brief summary with you in our blog. If you want more detailed information, contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it at 214-953-0494, ext. 2.
- The basics: STREAMING happens in nine interconnected steps, which can be revisited anytime throughout the process, as needed, to maximize effectiveness:
- Business goals: Helps your marketing/management team(s) reach a consensus on goals and agree on the best way to measure results.
- Product/service market analysis: Provides a comprehensive look into your product or service, its benefits, the need it meets, its business segments and its target audiences. Also explores purchase process to pinpoint buyer perceptions.
- Research: Creates a solid portrait of your competitive business landscape. Takes into account factors such as comparative Web sites, social media, advertising and published papers.
- Brand Qi: Provides a framework for an effective communications strategy. Helps define points of differentiation and core benefits, establish value propositions and develop key messages.
- Strategy development offline/online: Solidifies the game plan. Includes exploring various combinations of traditional and digital tactics and devising a corresponding strategy.
- Integration: Maximizes resources. Together, we review traditional and digital strategies, technological and financial requirements and key performance index (KPI) metrics to make sure the communications plan lines up with your business goals.
- Tactical execution offline/online: Kicks off the creative process. Once a strategic framework is established, we can begin creative development. Generally integrates traditional and digital tactics to improve results.
- Measurement offline/online: Quantifies progress using a key performance index (KPI). Analyzes offline and online indicators.
- Rethink/adjust: Allows us to review and fix any part of the plan that doesn’t measure up. No matter where we are in the STREAMING process, we can adjust strategy and execution to reflect changing market conditions, target audience perceptions and financial considerations.
