PEARL – The proven marketing planning tool from Oyster

BUILDING BETTER BUSINESS

The complete marketing strategy

The PEARL planning tool provides a structured process to help managers in mid- to large-sized engineering and manufacturing organisations analyse their current marketing strategies and develop an actionable marketing plan. 

By breaking down the process into five critical components – Planning, Environment, Action, Research and Learnings – PEARL helps to clarify your objectives, understand the competitive landscape, set your marketing strategy and measure results. 

This presentation provides an overview of how we conduct a PEARL analysis on your business in order to develop a strategic marketing plan and deliver a compelling business case.

P = Planning

The Planning phase focuses on evaluating current business objectives, customer profiles and products/services to refine future marketing initiatives. It includes a review of what has worked in the past and what needs to change for the year ahead.

Actions:

• Define objectives
• Identify customer profiles
• Product/service analysis
• Review past performance

Tasks

Conduct a discovery session with stakeholders, review CRM data to refine customer profiles, and analyse past campaign performance to align on goals and key metrics.

E = Environment

The Environment phase examines the external factors influencing your business, including competitors, industry trends and market opportunities.

Actions:

• Undertake competitor analysis
• Identify market trends
• Opportunity and threat analysis

Tasks

Information gathering including conducting SWOT analyses on external factors and major competitors, reviewing industry reports for market trends, and monitoring conferences or webinars to understand market dynamics.

A = Action

Action transforms insights from the other categories into a tactical plan that specifies marketing activities, timelines and responsibilities.

Actions:

• Short-term actions and responsibilities 
• Long-term actions and responsibilities
• Budgeting and resource allocation
• Timelines and milestones

Tasks

Work with finance and operations teams to set the budget, define KPIs for each activity, and develop a timeline for both short- and long-term actions.

R = Research 

Research ensures the strategic marketing plan is grounded in relevant, reliable information about the target market, customer preferences and industry trends.

Actions:

• Existing research review
• Customer surveys
• Focus groups
• Gap analysis

Tasks

Utilise survey tools, collaborate with research agencies for focus groups, and review industry reports for insights.

L = Learnings

The Learnings phase defines benchmarks for success and sets up methods for tracking progress and refining future strategies.

Actions:

• Define KPIs
• Establish measurement tools
• Performance reviews
• Data collection for future planning

Tasks

Leverage marketing automation to track engagement, monitor KPIs with a dashboard, and analyse post-campaign performance for improvement.

Outcome

The PEARL review process delivers a structured approach to establish our strategic marketing plan by thoroughly analysing internal and external factors, setting actionable goals and implementing metrics for evaluation. 

Presented as a comprehensive report, PEARL provides all the data you need to build a solid business case, whether you work independently or report to your company’s board.

By following these steps, we can help your business ensure that future marketing activities align with business objectives, stay responsive to market dynamics and ultimately contribute to the company’s growth and competitiveness.

Targets:

• Increased brand awareness
• Higher customer engagement
• Boosted sales and conversions
• Improved market position
• Complete marketing strategy

What happens after PEARL?

Oyster will work with you to execute all the activities identified in your marketing plan to help you achieve your business goals. To begin your journey complete the contact form below and we’ll be right in touch!

We’ve already had real, tangible success for all of our clients across a broad spectrum of sectors and industries, click here to see!