Smart marketing require intelligent engines
We understand that the brand is an asset that reflects a company’s character, its' people, and the customer’s confidence in the products and services. Launching a new or redefined brand will require a great deal of groundwork to convey the new message to the intended target market. It will take a concerted effort of “brand building” to widen and deepen the customer’s concept of the brand, to position the brand image, to differentiate product/service performance, to enhance customer experience and to develop long term customer relationships.
Alive ProStudios is well positioned to help your company develop a complete marketing system that would provide a basis for sustainable growth. This “blue print” would consist of a highly integrated Marketing System that would help your company achieve your current sales and profit objectives, while providing the necessary marketing infrastructure to help the company adapt to a rapidly evolving marketplace.
The foundation of a successful branding system consists of five key elements:
- Marketing Strategy
While all these elements are important, developing the right Marketing Strategy is critical to the success of a business.
Discovery Process | Research and Analysis
The key to developing a successful marketing strategy is to know where you stand with regards to your customers, your products, your services, your company and ultimately your brand. Many clients are unaware of the potential of their businesses or their brands because of all the underlying strengths, weaknesses, market perceptions and other factors have never been properly identified, qualified or quantified. Why do customers continue to purchase your products or services? Is there an unmet need that your product or service can satisfy with some minor teaks? Are your existing communications conveying all the benefits of the product? These are just a few of the insights that can be uncovered in the Discovery Process with research and analysis and used to develop key components of an effective Marketing and Branding Strategy.
Marketing and branding strategy
Eliminating the risk factors
Our Discovery process yields critical information needed to develop and effective Marketing and Branding Strategy. Analyzing target markets, suppliers, competitors, product mix, company strengths, weaknesses, capabilities, and brand strength are just some of the ways we “minimize risk”.
A successful strategy must have two exceptionally strong and clear components – “brand value” and “marketing communications”. Brand value (customer loyalty) consists of brand equity (relative brand strength), product / service features / benefits, and price. The qualities of the brand are defined, developed and distilled into a compelling value proposition (also known as a UVP [unique value proposition] or USP [unique sales proposition]) that translates into customer loyalty. Marketing communications build on the value proposition with more breadth and depth. Overall objectives? …Define “what to say” and “who to say it to”. Persuade prospects to take the necessary actions to move toward, and eventually purchase, your product or service.
Branding tools and tactics
Defining the right tools and tactics is critical for marketing success. Marketing and branding tools can include collateral materials, websites, signage, sales scripts, sales guides, promotional videos, infomercials, or trade show displays. Fundamental characteristics? …All share the same communications (developed in the Marketing Strategy). This maintains brand consistency, a necessary component in building brand strength and longevity.
Choosing the right tactics is equally important to good tool development. Implementing a great print ad (a tool), in the wrong magazine (a tactic) is a waste of money. We put equal emphasis on both great tools and well thought-out tactics.
Tactical Marketing Plan
The success formula
The Tactical Marketing Plan, in contrast to the Marketing Strategy, focuses on the “how, where and when” of a company’s communications. Its purpose is to execute the marketing strategy for maximum impact and the greatest return on investment. A typical tactical marketing plan will include tools implemented with a selection of tactics complete with schedules and budgets. Common tactics include print media, online media, radio or TV advertising media, direct marketing, email marketing, one-to-one marketing, search engine optimization, trade shows and seminars.
Brand Design and Innovation
Getting more impact
Design and Innovation are the elements that will add impact and longevity to a successful Marketing System. Exceptional design ensures that branding tools “get attention” and are “better absorbed” by target audiences. Exceptional design has the power draw the audience into an ad. The goal is to communicate in a clear, consistent and attractive manner across all customer touch points.
Innovation thinking is the creativity and the ideas needed to overcome marketing challenges. How do you get high response rates when you are limited by budget and time? …You take a big picture view and see what components or assets can be leveraged for maximum return. For example, suppose you have high inventories of a new product, but little cash for a proper launch? What do you do? Convert that inventory into cash by defining, segmenting and targeting existing customers who have purchased complimentary products through low-cost email campaigns or direct mail postcards.