Do you have a complete marketing/advertising strategy for moving your business forward? Are you considering getting help in developing or executing a plan? Before you get too far in evaluating your next marketing firm consider the guide below:
1. What are the problems that your marketing needs to solve?
Sounds basic, but marketing communications play a wide variety of roles in achieving business goals. Yes, they mostly relate to Sales goals, but many other aspects of a company are impacted as well. The performance of Human Resources, Operations, Customer Service, and even Finance rely upon effective communication strategies. So, ask or survey leaders in each of these areas on how your current marketing and communications support their goals. You might be surprised by what you learn.
2. Do you have a clear picture of your competitive landscape?
Research and document each of your direct competitor's operations. What are their marketing approaches? How do they sell? What are their core strengths and weaknesses? Most companies think they know the answers, and you might, but the effort to document it inevitably leads to keen insights and patterns that will help you define your needs and approach to developing your plan.
3. What are our SMART Goals for our marketing efforts?
Yes, developing goals should be done prior to your search. No, increasing sales is not a smart goal. First, here's a quick explanation of a SMART goal, it must be:
Specific, Measurable, Achievable, Relevant and Time-sensitive.
Do your best to take the problems you identified and the opportunities you unearthed through your competitive assessment, then set SMART goals for each. You will refine these with your new agency partner, but knowing them will help you decide who seems best able to help you navigate the process.
4. Who are my best customers?
You know them, the ones you love to take calls from. They represent your highest profit segments, and refer business to you. There may only be 5%-10% of your customers, but they deliver 70%+ of your profits. Develop 'Personas' that describe them, note their problems, their goals, their preferences. Yes, some of the descriptions will be basic demographics: age, gender, education, affiliations, etc., but the important elements will be the psychographic differentiators that help your understand their behavior.
5. What are your 3 Core Claims?
Every business has unique reasons for a prospect to choose them. Call it a unique value proposition (UVP), unique selling proposition (USP), brand promise, or a litany of business-speak terminology referring to what you simply put, claim as the reasons prospects should by from you. Please stretch past the overused claims like: our people, our process, our experience, our products. Get as specific as possible and focus on the insights you've learned so far in the process.
Our team of experts get to the core of your company’s unique challenges, uncovering proven ways to improve performance through strategic planning and developing clearer communications in our fragmented multi-channel world.
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We transform entrepreneurs' brands into something they couldn't imagine and as a result help them build exceptional lasting value for their business.
Having a distinctive brand elevates all facets of your business, through both perceived and actual value. A strong brand has the ability to not only drive sales & market share increases, but also it will trickle down to elevate public relations, internal company moral and employee recruitment. This isn’t about competing with national brand names such as Coke, Nike or Amazon — it's about creating a strong brand identity and market leadership within your micro-market.
What is good creative? Well-designed logo? Stunning video? A captivating website? Engaging brochures? It’s all of this. It’s moving your prospects toward an intended action. Creating a consistent brand means adapting your marketing approach for the media being utilized and targeted audience — whether that's on your website, brochure, sales presentation, or digital advertising banners. The goal of your marketing materials should be to inform your customers, provide insight about your business and build your brand.
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Our refined creative process and project management system ensures every aspect of your campaign is impeccably executed, on time and on budget. We’ve turned around projects in 60 days when other agencies quoted 6-9 months. Delivering your message through outbound marketing (Print Advertising, Radio Advertising and TV Advertising) or inbound marketing (Web, Email Marketing, Digital Advertising and Social Media) is what we do. We cut out the noise to make your brand stand out.
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