1. Organizational goal: growth with the same products in, for example, a new market
2. Marketing goal: from 200 to 220 customers within a year
3. Communication goal: increase brand awareness within a new market from X to Y
Sometimes there are other reasons (reverse order), such as:
1. We started with social media, but see insufficient effect.
2. We want to grow and see opportunities in new forms of marketing and communication.
The Business DNA Method
The business DNA in this case stands for the core of the organization that is formed by the culture, the people, the habits and the way of communicating, but also the strengths of the organization. So it is more than image (from outside to inside).
The DNA is retrieved from the organization, so that the same and correct principles of the organization can be translated into all content forms. The book emphasizes a lot of qualitative research via a step-by-step plan of the business DNA method.
Step-by-step plan
To determine the business DNA, 3 studies are set up, namely:
1. The desired DNA (qualitative research of management)
2. The actual DNA (qualitative research of employees)
3. The experienced DNA (qualitative research of target groups)
The research consists of 4 steps:
1. Determine the desired DNA and possible goals
2. Investigate the actual DNA and support for canada telegram data ambassadorship 3. Map out
the experienced DNA, buyer/ customer journey
and personas 4. Perform other analyses
Business DNA content marketing
The first step is to have the participants from the 3 studies name the values of the organization in one or more sessions (depending on the number of participants). These values named by the participants are written on cards.
1. Desired DNA
The desired DNA is the image that those who determine policy have of the organization. The focus group for the desired DNA consists of participants from the board/management.
During this session, 3 questions are central.