The RAMM Model
Marketing Strategy Masterclass
The RAMM Model
The RAMM framework is the single most effective model for thinking about strategy. It stands for Result, Audience, Message, Medium. This is the sequence of choices that should be made for any marketing initiative.
Result
Keep a laser focus on revenue-driving results. What behaviour or attitude are you changing, and what are you switching people from?
Audience
Get clarity on the smallest number of people you need to monopolise in order to achieve your Result.
Message
Keep the emphasis only on what that Audience needs to hear, not what you want to say.
Medium
Deliver that Message exactly where that Audience needs to see it. Stay conscious of your Cost of Acquisition (COA) vs Customer Lifetime Value (CLV).
Why does this matter?
Most organisations tend to do strategy backwards.
First, they think about the medium. (“Let’s build a Facebook page!”)
Then they think about what to post every day.
Then they look at their followers and ask, “Are we actually attracting the right people?”
And when all is said and done, they scratch their heads and wonder if all their efforts are producing business results.
Seeing it written this way, it’s pretty clear that the process needs to be flipped. So start with Results, instead.
The Execution Test
Impact
Would this audience stop what they’re doing, or go out of their way to engage with this?
Communication
Does this get across the message the audience needs to hear?
Persuasion
Does this drive action?
Does the data agree?
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Adam Long specialises in growing businesses that matter. He works with fast-growing businesses, builds multimillion-dollar companies, and even finds time to speak on stage or online, usually about getting results from marketing and creating impactful social enterprises.
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