Brand Promise

1. If you want to be different, then have something different and better than what your competition is offering their customers.Give your customers a reason to want to come to you instead. Positioning your brand in a way that highlights your uniqueness will ensure that your business does not get lost in the crowd. You need to articulate your value proposition to position your brand for success.

 

2. Coming up with a tag line or company slogan or logo that tells prospective customers that your brand is the best and most diverse can help your bottom line. Marketing your business with a unique selling proposition (USP) has to be based on market intelligence. No matter what you’re selling today, chances are somebody else is already offering in the market place. Knowing what your customers want and being the best at it can help you set guidelines for you on whether your brand is going to be well liked and preferred.

 

3. Give your customer what they need, where they need it, at a competitive price, and be the best in your field, and you have the recipe for a successful value proposition. Lead your customers to your brand’s value and the loyalty will eventually follow you.

Market Intelligence

  • Internal e-Brand Session
  • External Customer & Stakeholder Survey

Alignment

  • Analyze internal & external Market Intel
  • Create Brand Base Line Report
  • Present Market Intel to MGMT/stakeholders
  • Compare internal & exernal views for alignment
  • Develop a strategy to address disconnects

Brand Strategy

  • Competitive Analysis
  • S.W.O.T.
  • Market Segmentation
  • Visioning
  • Mission
  • Value Proposition(s)

Brand Promise

  • Unique Selling Proposition
  • Why we do it better than anyone else
  • Branding Icons (logo, word mark etc.)
  • Positioning Statement
  • Tagline

Brand Delivery

  • Messaging Strategy
  • Tactics for a Comm Plan
  • Brand Standards Guide
  • Advertising
  • Social Media
  • Public/Media Relations

Market Intelligence Leads

1. No matter what size your company is, new or established, understanding your market is key. With the right market intelligence, marketers can formulate strategic conclusions regarding customers, customer trends, and how to monitor competition and emerging markets.

 

2. As marketers cannot be 100% aware of everything there is to know about products, customers, demographics, pricing strategies, and current promotions 100% of the time you need to work with a marketing intelligence organization to help you get insights about marketing campaign effectiveness, marketing objectives, and ideas for new strategies.

 

3. A marketing strategy, once deployed, must be benchmarked. Marketing intelligence in many aspects will be in the form of consumer/customer feedback, sales reports, or online editorial coverage that show the progress or failure of the marketing strategy. The purpose of digital marketing intelligence isn’t just for the marketing department; it’s to help companies increase revenue, profit, and/or market share. How important is marketing intelligence to your company? In general, marketing departments are becoming more accountable for revenue generation. Knowing how effective your marketing efforts are would seem therefore to be a marketer’s paramount need.

Database Management, Reporting, & CRM

  • Internal or external CRM to be used to integrate and track activity
  • Reporting of email open rates, click throughs, e-surveys, outbound calling, landing pages, micro site direct mail
  • Return on marketing investment will allow the program to be funded during the sales cycle and beyond

Sales Cycle & Lead Nuturing

  • Sales Cycle & Lead Nuturing
  • Identify sales cycle 3,6,9, or 12 months
  • On-going communication to contacts who have responded by email, phone, and mail
  • Leads are nurtured/qualified for the sales team to follow up with email, calling, and/or presentation
  • On-going communications to be deployed to stay “top-of-mind” with contacts

Content Development

  • Content Development
  • Develop strategy and content by industry vertical
  • Content to be applied to email, e-surveys, direct mail, phone, landing pages, micro sites, e-newsletters, webinars, seminars, events, trade shows, social media
  • Website to be optimized for conversion of prospects who are driven to site via online marketing

Contact Verification

  • Define list of contact titles and companies to be targeted
  • Source and verify contacts
  • E.g. CEO, COO, CFO, CIO, Sales & Marketing

Target Audience

  • Customer list (active & inactive)
  • Profiles of additional contacts from sourced list

 

Market Knowledge

1. Using brand awareness through retargeting captures lost leads: Retargeting is the process of reconnecting with customers who almost bought, and encouraging them to close the sale. The retargeted customer’s existing familiarity with the brand can be leveraged, in partnership with an incentive such as an x% off coupon, to successfully complete a purchase.

 

2. Increased brand awareness lowers the cost of your customer acquisition costs: The cost of acquiring new customers is a major cost centre for most businesses. Increased brand awareness helps draw customers to you through low or no cost methods.

 

3. Ongoing brand awareness ramps up customer loyalty: Since acquiring new customers is such a costly process, retaining customers and bringing them back again and again is critical to long-term business sustainability. Brand loyalty creates a certain level of security for businesses. Brand awareness plays an important role in repeat customer activity. Once a customer has purchased from you, you should utilize tools such as newsletters, promotions, and satisfaction surveys to stay in touch. These simple actions can sustain brand awareness among your pool of existing customers.

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