The go program. A Roadmap to Success

Going to market involves several steps that effectively pave the way for a successful trip. Understanding and assessing the company and the product, determining your exact target market and what objectives you want to achieve, planning the best strategy, keeping ahead of the competition and allocating appropriate resources all need to be dealt with before the final go-to-market phase — production and implementation.

The HP Indigo go program is an online resource designed to help you navigate the go-to-market process for your company as well as your clients’ companies and products. But that’s just the beginning.

The best trips involve...

Brand Assessment Brand Assessment

What are the culture and personality of the company? What are your core values? Who is your target market and how is your company, product or service perceived? Branding is a journey. But before the journey begins, companies need to ask themselves: where do we stand, right now?

The go program walks companies through a step-by-step process for discovering their own true identity and bridging the gap between who they are and what their target market is looking for.

Determine Your Goal

Many companies start marketing and advertising without ever really knowing what their desired outcome is. It happens all of the time. They don’t really know whom they are marketing to. They don’t really know what action they want viewers to take. If you don’t know where you want to go, you could drive forever and never get there.

The go program helps companies narrow down what markets they should be addressing and what specific actions they want to target to take. Then a campaign can be built to reach the right people with the right message.

Strategy

They say the shortest distance between two points is a straight line but effective marketing strategies rarely follow the most obvious course. Know what problem your market is trying to solve, what they care most about and what influences them should determine the approach to reaching them an a meaningful and relevant way.

The go program looks at all possible approaches to reach the target market and helps to establish the best multi-channel vehicles to help companies achieve their objective in the most efficient manner available to them.

Obstacles

Competition can often stand in the way between a company and it’s goals but lack of funding, lack of interest or lack of knowledge can also be obstacles that need to be considered.

The go program identifies obstacles and can find ways to use drawbacks as ways to propel a brand forward. A solid knowledge of your competition, whatever it may be, can lead the way to identifying key market gaps and opportunities that may otherwise go unnoticed.

Resources

Every company or organization needs to deal with resource limitations. Sometimes it’s funding, other times it’s people, specific talent or access to technology.

The go program identifies available resources and leverages them and also looks for more efficient means of accomplishing the objective. Any resource, no matter how abundant, needs to be used wisely and results need to be measured based on a predetermined goal for return on investment.

Hit the Road

Branding, strategy and the development of timely and relevant tactics are paramount to any effective marketing campaign but implementation is where rubber meets the road. Quality production, fulfillment and successful deployment are the key final steps in any good go-to-market campaign.

The go program organizes, schedules and tracks all production and fulfillment timelines and ensures that quality and control are maintained throughout the entire marketing process.