THE PLAYBOOK

Your custom-built marketing plan to support growth in retail.

What It Is

Standing out at retail is more complicated than ever. That’s why having a strategy that eliminates guesswork and avoids wasted time or money is so important.  

The Playbook is a custom-built marketing and consumer engagement action plan that supports your sales efforts and maximizes the effectiveness of your budget. Our process helps you navigate endless consumer touchpoints and retailer specific marketing initiatives to find the best-fit opportunities for your brand. 

The end-result is a clear marketing road map you can use internally or outsourced as needed. 

The Process and Timeline

Step 1: Ensure we’re a fit for your business  

Our process starts with a brief, exploratory call to help us get a pulse on your business. The idea is to get a breakdown of your goals, identify target markets and key retail partners, understand your customers and competitors, and establish a timeline. 

Within a week, we’ll deliver a 1-sheet proposal that outlines:

  • Consumer engagement concept   
  • Supportive marketing strategy 
  • Rough timeline
  • Recommended Cliffedge services
  • Price estimates

If the proposal meets expectations and you feel we’re a fit for your business, we’ll use the 1-sheet as a framework for Step 2. 

Step 2: Create your Playbook

Creating your custom Playbook takes about a month on average. We begin by conducting a 1-2-hour shopper marketing workshop with key members of your sales and marketing team. Part brainstorm, part round-table discussion, the purpose of the workshop is 2-fold:

  1. Gain insight into key areas of your business 
  2. Identify pain points and areas of opportunity

From there, our team documents and delivers an actionable strategy guide with research, recommendations, creative mockups, timelines, and suggested budget. On a follow-up call, we’ll walk your team through the Playbook, field any questions, and determine next steps. 

Price: $5,000

Today’s retail is complex, competitive, and in constant flux. It’s far too easy to waste time and money without the right plan in place. Consider this an investment in your piece of mind. You’ll be able to move forward with a solid strategy and the confidence you’re getting the most out your marketing dollar.

What You Can Expect 

When it’s all said and done, you’ll walk away with a clear road map to get your business from point A to point B and accomplish the goals you’re seeking. You can be confident that the strategy we deliver is based on 20 years of retail & shopper marketing experience. Whether you decide to implement the plan yourself or outsource (some or all of it) to Cliffedge is completely up to you.

FAQs 

How much does this cost? 

$5,000. However, if you decide to work through Cliffedge, this investment can be rolled into the cost of our implementation services. 

Do you offer a Non-Disclosure Agreement?

We want you to feel 100% comfortable discussing all aspects of your business with us. Although not a requirement, we do offer an NDA if that makes the process easier.

Who should be included from your end?

A key aspect of this process is aligning your marketing and sales efforts. Getting involvement and buy-in from key members of those teams will produce the best results.

Who will be involved from Cliffedge?
  • Ryan Cliffe – Managing Partner
  • Colin Listner – Director of Marketing
How much will it cost to have Cliffedge implement the plan?

The short answer is, it depends on what you need. From consulting to execution and management services, there are a number of ways for us to support your action plan.

Our services generally fall into 2 categories: consumer promotions (campaign-based) and shopper marketing (retainer-based). Depending on scope, our team managing a full-scale implementation will usually price out as follows:

  •  Consumer promotions usually starts around $10k.
  • Our Shopper Marketing services average around $3,000 per month. 

Please note, our services are meant to be scalable, so the more your team handles internally, the lower your costs will be.

Let’s talk about a Playbook for your business 

If you think you could benefit from a custom-built marketing plan, let’s talk! We’ll walk you through our approach, answer your questions, and see if there’s a fit.