According to Boston Consulting Group (BCG) firms that successfully match their strategy to their environment realise significantly better returns. However, up to 50% of the companies analysed have a mismatch in their approach.
Before we begin branding and marketing for you it is essential that we understand your business strategy. Once we have an understanding of your business strategy we can provide the supporting branding and marketing strategies, services, tools and framework to plan, execute, measure and contribute to your strategic vision.
Focus on brand strategy and segmentation, determine avatars, build branding assets
Once goals, objectives and metrics are determined , we move to the brand strategy and execution. Our branding is focused on helping you accurately target your market with the right aesthetics and messages. Once branding material has been produced, it’s time to move it to marketing and move the customer along the predetermined path and pipeline.
As we introduce new clients to the business we communicate with them regularly
Our key to this phase is adding your measurable data points that will provide insights for decision makers. There are a few primary metrics that must be in place – website traffic, mailer traffic, social media metrics, leads and sales data points.
From there we use the data to introduce additional tools for new leads and business. These include events, specialist publications, radio, TV etc based on the data and feedback from focus groups.
Whether you have an event, mailer, digital campaign or sales drive, we look for ways to build some form of analytics into all activities.
Where there is no standard form of data collection, we come up with strategies for these set objectives. We think outside the box and use technologies such as QR codes, social media interaction, people counting technology, etc. to generate useful data. We then use the data to identify weak points in the campaign, sales or delivery systems. We use questionnaires, surveys etc. for feedback and to give the customer “avatar” more of what they are responding to and maximise returns on spend per avatar/customer. In this phase, we also account for macroeconomic trends that affect you micro-economic objectives. Our system takes predefined and relevant global and local market shifts as well as events and movements into account.
We compile, annotate and analyse data from mailers, web traffic, campaigns, activations, events, etc., and combine these with sales data, leads data, etc., into an easy to understand full picture for Phase 5, Consult and Adjust.