Research. This is the next step in your Brand Plan. What do you already know about the situation? What do you need to know? How can you find out more information? Do you need to do some mystery shopping? Perhaps a survey of current clients or customers? Do you need to conduct more formal research with a focus group? What websites do you need to research – competitors or others in your market?
Any marketing or public relations plan needs solid research before you begin. To some it might seem like a waste of money, but you are better of investing now and finding out that perhaps your idea is not such a good one than to go ahead blindly and lose your investment. Arm yourself with as much background information as possible before you begin your communication plan.
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