Marketing Discovery

Introduction

Discovery is a tailored marketing service designed for early-stage businesses, companies seeking to reposition their brand, or those aiming to explore a specific problem or market opportunity in depth.

Guided by your objectives it results in a high value report providing brand and market insight, enabling a solid foundation for effective, targeted campaigns, and driving growth for your business.

Typically the Discovery requires 4-5 days although Mini Discoveries can also be conducted.

The Process

One or more of the Bright Lights team holds a fact-finding meeting with you to understand your business, your vision, target audience and Discovery goals. We then submit an outline proposal including approach, fixed pricing and timeframe so you know exactly what to expect.

Once commissioned we go off and do what we need to do, prepare and share the report and arrange a follow up meeting to discuss findings.

The report delivers high value actionable insights which we can support you with post Discovery.

Discovery Value

Discovery is a highly valuable exercise which often throws up unexpected results. It primarily has a marketing focus and takes a deep dive into the market you are entering, providing key insights which may corroborate, or refute, your current assumptions and strategy. 

It typically includes some or all of the following:

Target Audience Verification

Market size, demographics, behaviours, and needs. Clarity around  who your ideal customers are is crucial for crafting tailored marketing messages.

Customer Pain Points and Needs

Motivation, readiness to ‘purchase’, barriers to acquisition. Aimed to establish to what degree there is a need or desire for your product or service. This helps align your marketing strategy with customer motivations and create compelling messaging.

Competitive Analysis

Key competitors and outliers. How do they position themselves and what are their strengths, weaknesses, and marketing tactics? This will inform how you can differentiate your brand and find unique opportunities in the market.

Value Proposition Assessment

Do your unique selling points (USPs) match customer demand? What makes your offering stand out and how does it benefit your customers in ways competitors can’t? This message is central to your marketing campaigns.

Brand Positioning

How discovery findings impact your brand. Recommendations for developing a clear and consistent brand identity, including tone of voice, visual style, and messaging. This sets the foundation for how your business will be perceived by customers.

Marketing Channels

Recommendations for the most effective marketing channels to reach your target audience (e.g., website, social media, email, content marketing, paid ads etc.). Focus is on where your audience spends their time and how they prefer to consume information.

Market Trends and Insights

Hot topics, industry trends, and emerging technologies that could impact your marketing strategy and help you stay ahead of the competition.

Customer Journey Review

Understand the typical path a customer takes from awareness to purchase. Identifying each touchpoint helps create a seamless experience and effective content at every stage of the journey.

Budget and Resources (Follow up meeting)

Assess your available marketing budget and resources. Discuss feasible tactics which align with your current capacity.

Post Discovery

Content Strategy Plan

Determine the types of content and formats best suited to your audience and objectives (e.g., blog posts, videos, social media updates, eBooks, webinars). Identify key themes and topics that resonate with your target audience, drive engagement, and support overall brand objectives. Develop a roadmap for creating, distributing, and managing content in line with your budget.

Metrics and KPIs 

Agree key performance indicators (KPIs) that will measure the success of your marketing efforts. This could include customer acquisition cost (CAC), lifetime value (LTV), conversion rates, or engagement metrics.

If you’re interested in learning more about Discovery please reach out via LinkedIn or the contact form on our website here.

Please Note: We specialise in supporting B2B businesses