Tag: Corporate Marketing ideas

Retail Marketing Solutions | engagement marketing consultant Narayan Peth

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

Retail Marketing Solutions | engagement marketing consultant Narayan Peth

Market Segmenting, Targeting, and Positioning

Chapter 5: Market Segmenting, Targeting, and Positioning

5.1 Targeted Marketing versus Mass Marketing
5.2 How Markets Are Segmented
5.3 Selecting Target Markets and Target-Market Strategies
5.4 Positioning and Repositioning Offerings
5.5 Discussion Questions and Activities

 

5.1 Targeted Marketing versus Mass Marketing

Learning Objectives

  1. Distinguish between targeted marketing and mass marketing and explain what led to the rise of each.
  2. Describe how targeted marketing can benefit firms.
  3. Explain why companies differentiate among their customers.

The segment(s) or group(s) of people and organizations you decide to sell to is called a target market. Targeted marketing, or differentiated marketing, means that you may differentiate some aspect of marketing (offering, promotion, price) for different groups of customers selected. It is a relatively new phenomenon. Mass marketing, or undifferentiated marketing, came first. It evolved along with mass production and involves selling the same product to everybody. You can think of mass marketing as a shotgun approach: you blast out as many marketing messages as possible on every medium available as often as you can afford (Spellings, 2009). By contrast, targeted marketing is more like shooting a rifle; you take careful aim at one type of customer with your message.

Automaker Henry Ford was very successful at both mass production and mass marketing. Ford pioneered the modern-day assembly line early in the twentieth century, which helped him cost-effectively pump out huge numbers of identical Model T automobiles. They came in only one color: black. “Any customer can have a car painted any color he wants, so long as it is black,” Ford used to joke. He also advertised in every major newspaper and persuaded all kinds of publications to carry stories about the new, inexpensive cars. By 1918, half of all cars on America’s roads were Model Ts (Ford, 1922).

Figure 5.1

Red Ford Model T

You could forget about buying a custom Model T from Ford in the early 1900s. The good news? The price was right.

Ford Europe – Ford Model T – CC BY-NC 2.0.

Then Alfred P. Sloan, the head of General Motors (GM), appeared on the scene. Sloan began to segment consumers in the automobile market—to divide them up by the prices they wanted to pay and the different cars they wanted to buy. The idea was to offer a car for every target market or for every income level. His efforts were successful, and in the 1950s, GM overtook Ford as the nation’s top automaker (Manzanedo, 2005). (You might be interested to know that before GM declared bankruptcy in 2009, it was widely believed the automaker actually had too many car models. After eliminating many models including Pontiac and Oldsmobile, General Motors made a turnaround and posted a large profit for 2011.)

Benefits of Segmenting and Targeting Markets

The story of General Motors raises an important point, which is that segmenting and targeting markets doesn’t necessarily mean “skinnying down” the number of your customers. In fact, it can help you enlarge your customer base by giving you information with which to successfully adjust some component of your offering—the offering itself, its price, the way you service and market it. More specifically, the process can help you do the following:

  • Avoid head-on competition with other firms trying to capture the same customers.
  • Develop new offerings and expand profitable brands and products lines.
  • Remarket older, less-profitable products and brands.
  • Identify early adopters.
  • Redistribute money and sales efforts to focus on your most profitable customers.
  • Retain “at-risk” customers in danger of defecting to your competitors.

The trend today is toward more precise, targeted marketing. Figuring out “who’s who” in terms of your customers involves some detective work, though—often market research. A variety of tools and research techniques can be used to segment markets. Government agencies, such as the U.S. Census Bureau, collect and report vast amounts of population information and economic data that can reveal changing consumption trends. Technology is also making it easier for even small companies and entrepreneurs to gather information about potential customers. For example, the online game company GamePUMA.com originally believed its target market consisted of U.S. customers, but when the firm looked more closely at who was downloading games from its Web site, they were people from all over the globe. With the increased use of social media, companies are able to get information on consumers’ search behavior. Loyalty cards that consumers scan at many grocery and drug stores provide an incredible amount of information on consumers’ buying behavior.

The great product idea you had? Companies are now using the Internet to track people’s Web browsing patterns and segment them into target groups. Even small businesses are able to do this cost-effectively because they don’t need their own software and programs. They can simply sign up online for products like Google’s AdSense and AdWords programs. You can locate potential customers by looking at blog sites and discussion forums on the Web. Big-boards.com has thousands of discussion forums you can mine to find potential customers interested in your product. Do you have a blog? Go to BlogPoll.com, and you can embed a survey in your blog to see what people think of your idea. If you have a Web site, you can download an application onto your iPhone that will give you up-to-the-minute information and statistics on your site’s visitors.

Getting a read on potential target markets doesn’t necessarily have to involve technology. Your own personal experience and talking to would-be buyers is an important part of the puzzle. Go where you think would-be buyers go—restaurants, malls, gyms, subways, grocery stores, daycare centers, and offices—and ask questions to find out what they do during the day, what they talk about, what products or services do you see them using, and do they seem to be having an enjoyable experience when using those products or are they frustrated?

Figure 5.2

A sweet & sour chicken Healthy Choice meal

The Healthy Choice line of frozen dinners was launched by a heart attack victim.

Ken – Healthy Choice – Sweet & Sour Chicken – CC BY-NC 2.0.

Healthy Choice frozen dinners were conceived as a result of questioning potential customers. The food-maker ConAgra launched the dinners in the late 1980s after its CEO, Charlie Harper, suffered a heart attack. One day a colleague complimented Harper on his wife’s tasty low-fat turkey stew. That’s when Harper realized there were people like him who wanted healthy convenience foods, so he began talking to them about what they wanted. Two years after the Healthy Choice line was launched, it controlled 10 percent of the frozen-dinner market by concentrating on the health conscious segment (Birchall, 2009).

Segmenting and Targeting a Firm’s Current Customers

Finding and attracting new customers is generally far more difficult than retaining your current customers. Think about how much time and energy you spend when you switch your business from one firm to another, even when you’re buying something as simple as a haircut. If you aren’t happy with your hair stylist and want to find a new hairdresser, you first have to talk to people with haircuts you like or read reviews of salons. Once you decide on a particular salon, you have to find it and explain to the new hairdresser how you want your hair cut and hope he or she gets it right. You also have to figure out what type of credit cards the new salon will accept and whether tips can be put on your credit card.

Finding new customers, getting to know them, and figuring out what they really want is also a difficult process, one that’s fraught with trial and error. That’s why it’s so important to get to know, form close relationships, and focus selling efforts on current customers (Birchall, 2009).

In 2009, Backroads, a California company focused on adventure-based travel increased its revenues by creating a personalized marketing campaign for people who had done business with them in the past. Backroads looked at customers’ past purchases, the seasons in which they took their trips, the levels of activity associated with them, and whether or not the customers tended to vacation with children. Based on their findings, Backroads created three relevant trip suggestions for each customer and sent postcards and e-mails with links to customized Web pages reminding each customer of the trips he/she had previously booked with Backroads and suggesting new ones. “In terms of past customers, it was like off-the-charts better [than past campaigns],” says Massimo Prioreschi, the vice president of Backroads’ sales and marketing group1.

In addition to studying their buying patterns, firms also try to get a better understanding of their customers by surveying them or hiring marketing research firms to do so or by utilizing loyalty programs. (A good source for finding marketing research companies is http://www.greenbook.org.) For example, if you sign up to become a frequent flier with a certain airline, the airline will likely ask you a number of questions about your likes and dislikes. This information will then be entered into a customer relationship management (CRM) system, and you might be e-mailed special deals based on the routes you tend to fly. British Airways goes so far as to track the magazines its most elite fliers like to read so the publications are available to them on its planes.

Twitter is another way companies are keeping in touch with their customers and boosting their revenues. When the homemaking maven Martha Stewart schedules a book signing, she tweets her followers, and voilà, many of them show up at the bookstore she’s appearing at to buy copies. Finding ways to interact with customers that they enjoy—whether it’s meeting or “tweeting” them, or putting on events and tradeshows they want to attend—is the key to forming relationships with them.

Many firms, even small ones, are using Facebook to develop closer relationships with their customers. Hansen Cakes, a Beverly Hills (California) bakery, has about two thousand customers who visit its Facebook page. During her downtime at the bakery, employee Suzi Finer posts “cakes updates” and photos of the goodies she’s working on to the site. Along with information about the cakes, Finer extends special offers to customers and mixes in any gossip about Hollywood celebrities she’s spotted in the area. After Hansen Cakes launched its Facebook page, the bakery’s sales shot up 15–20 percent. “And that’s during the recession,” notes Finer, who is obviously proud of the results she’s gotten (Graham, 2009).

Regardless of how well companies know their customers, it’s important to remember that some customers are highly profitable, others aren’t, and others actually end up costing your firm money to serve. Consequently, you will want to interact with some customers more than others. Believe it or not, some firms deliberately “untarget” unprofitable customers. Best Buy got a lot of attention (not all of it good) when it was discovered they had categorized its buyers into “personas,” or types of buyers, and created customized sales approaches for each. For example, an upper-middle-class woman was referred to as a “Jill.” A young urban man was referred to as a “Buzz.” Pesky, bargain-hunting customers that Best Buy couldn’t make much of a profit from were referred to as “devils” and taken off the company’s mailing lists (Marco, 2008).

The knife cuts both ways, though. Not all firms are equal in the minds of consumers, who will choose to do business with some companies rather than others. To consumers, market segmentation means: meet my needs—give me what I want2.

Figure 5.3

A Best Buy store

Are you a “high maintenance” customer? Always trying to “work a deal”? Then don’t call Best Buy. They’ll call you.

Mike Kalasnik – Best Buy Monroe, NC – CC BY-SA 2.0.

Steps companies take to target their best customers, form close, personal relationships with them, and give them what they want—a process called one-to-one marketing—are outlined in “Steps in One-to-One Marketing.” In terms of our shotgun versus rifle approach, you can think of one-to-one marketing as a rifle approach, but with an added advantage: now you have a scope on your rifle.

One-to-one marketing is an idea proposed by Don Peppers and Martha Rogers in their 1994 book The One to One Future. The book described what life would be like after mass marketing. We would all be able to get exactly what we want from sellers, and our relationships with them would be collaborative, rather than adversarial. Are we there yet? Not quite, but it does seem to be the direction the trend toward highly targeted marketing is leading.

Steps in One-to-One Marketing

  1. Establish short-term measures to evaluate your efforts. Determine how you will measure your effort. Will you use higher customer satisfaction ratings, increased revenues earned per customer, number of products sold to customers, transaction costs, or another measure?
  2. Identify your customers. Gather all the information you can about your current customers, including their buying patterns, likes, and dislikes. When conducting business with them, include an “opt in” question that allows you to legally gather and use their phone numbers and e-mail addresses so you can remain in contact with them.
  3. Differentiate among your customers. Determine who your best customers are in terms of what they spend and will spend in the future (their customer lifetime value), and how easy or difficult they are to serve. Identify and target customers that spend only small amounts with you but large amounts with your competitors.
  4. Interact with your customers, targeting your best ones. Find ways and media in which to talk to customers about topics they’re interested in and enjoy. Spend the bulk of your resources interacting with your best (high-value) customers. Minimize the time and money you spend on low-value customers with low growth potential.
  5. Customize your products and marketing messages to meet their needs. Try to customize your marketing messages and products in order to give your customers exactly what they want—whether it’s the product itself, its packaging, delivery, or the services associated with it (Harler, 2008; Peppers & Rogers, 1999; Peppers, et. al., 1999).

Audio Clip

Interview with Apurva Ghelani

http://app.wistia.com/embed/medias/de5a1d6419

Listen to Apurva Ghelani, a senior sales engineer, from the marketing company Air2Web, discuss how companies like NASCAR get permission from consumers to send them advertisements via their wireless devices.

Key Takeaway

Choosing select groups of people to sell to is called target marketing, or differentiated marketing. Mass marketing, or undifferentiated marketing, involves selling the same product to everyone. The trend today is toward more precise, targeted marketing. Finding and attracting new customers is generally far more difficult than retaining one’s current customers, which is why organizations try to interact with and form relationships with their current customers. The goal of firms is to do as much business with their best customers as possible. Forming close, personal relationships with customers and giving them exactly what they want is a process called one-to-one marketing. It is the opposite of mass marketing.

Review Questions

  1. Using the shotgun and rifle analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another?
  2. How is technology making it easier for firms to target potential customers?
  3. Outline the steps companies need to take to engage in one-to-one marketing with their customers.

1“Lift Sales with Personalized, Multi-channel Messages: 6 Steps,” July 9, 2009, http://www.marketingsherpa.com/article.php?ident=31299 (accessed December 2, 2009).

2“Market Segmentation,” The Market Segmentation Company, http://www.marketsegmentation.co.uk/segmentation_tmsc.htm (accessed December 2, 2009).

References

Birchall, J., “Out to Launch in a Downturn,” Financial Times, June 4, 2009, 10.

Birchall, J., “Value Trend Tests Brand Loyalty,” Financial Times, March 31, 2009, 12.

Ford, H., My Life and Work (Garden City, NY: Garden City Publishing Co., 1922), 72.

Graham, J., “Cade Decoratero Finds Twitter a Sweet Recipe for Success,” USA Today, April 1, 2009, 5B.

Harler, C., “Reaching the Unreachable,” Smart Business Cleveland, December 2008, 92.

Manzanedo, J. M., “Market Segmentation Strategies. How to Maximize Opportunities on the Potential Market,” February 20, 2005, http://www.daemonquest.com/en/research_and_insight/2006/10/11/market_segmentation_strategies_how_to_maximize_opportunities_on_the_potential_market (accessed December 1, 2009).

Marco, M., “LEAKS: Best Buy’s Internal Customer Profiling Document,” The Consumerist, March 18, 2008, http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document (accessed December 2, 2009).

Peppers D. and Martha Rogers, “The Short Way to Long-Term Relationships,” Sales and Marketing Management, May 1, 1999, 24.

Peppers, D., Martha Rogers, and Bob Dorf, “Is Your Company Ready for One-to-One Marketing?” Harvard Business Review, January–February 1999, 151–60.

Spellings, R. Jr., “Mass Marketing Is Dead. Make Way for Personal Marketing,” The Direct Marketing Voice, March 20, 2009, http://thedirectmarketingvoice.com/2009/03/20/mass-marketing-is-dead-make-way-for-personal-marketing (accessed December 2, 2009).

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rural marketing Strategy | Interactive marketing Solutions Mahalaxmi

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

rural marketing Strategy | Interactive marketing Solutions Mahalaxmi

Brand Design for the Professional Services Firm: The Ultimate Guide for Marketers and Executives

If you are about to rebrand your firm, an exciting opportunity lies ahead to change the way prospective clients think about your organization. And the process that takes you from here to there is called brand design.

But many people don’t fully understand what brand design is, how it works and what it can achieve. In this guide, we provide the fundamentals you need to dive into a rebranding program with your eyes wide open to its marvelous possibilities.

Download The Brand Building Guide

Who Is this Guide For?

We developed this guide to help any professional services marketing director, firm principal or stakeholder understand the value of brand design and how you can use it to attract better prospects, improve engagement and start building loyalty at the earliest stages of the buyer journey.

What Is Brand Design?

Let’s begin with a simple definition. Brand design is the deliberate process of changing the way a firm is perceived in the marketplace. This process has both strategic outcomes, such as positioning and messaging, and visual outcomes, such as a firm’s new logo, color palette and marketing collateral.

While many people associate the term “brand design” solely with a brand’s visual components — its “brand identity” — that definition is incomplete. There is much more to designing a brand than manipulating color, type and imagery. Without a strong strategic foundation, a firm’s brand identity will lack purpose and emotional power. To pull off a fully realized, coherent brand design requires a broad range of skills, from research and strategy to writing and graphic design.

How Brand Design Differs from Brand and Branding

The language used in branding can be confusing. How is brand design different from branding or, for that matter, a brand? In fact, these three concepts are closely related.

If you boil away all the hype, a brand is nothing more than a perception. It’s the way clients and the outside world perceive a firm. It is how people think about and experience it. When people talk to others about your firm — the way they feel and what they say about you — that’s your brand. You can express this perception as an equation with two variables:

Reputation  x Visibility

Put simply, a strong brand is both well regarded and widely known.

Branding, on the other hand, is a deliberate program to produce a desirable brand. When a firm undergoes rebranding, it assembles a team — usually a combination of internal and external resources — to change the way their business is perceived in the marketplace. An effective branding program will address both reputation and visibility.

Finally, brand design is the process of building that brand, using brand strategy and positioning as guiding principles. The strategy can then be communicated through messaging and visuals. When people talk about the branding process, they are talking about brand design.

Why Brand Design Matters

A lot of firm executives believe that the value their firms deliver is a direct function of their expertise. Here’s how they think: if providing outstanding professional service is all about the people, is investing in an expensive brand identity even worth it? What good does a fancy new logo, a sweeet set of business cards or a $70,000 website do you, anyway? We’re in the expertise business, not selling a fantasy or pushing a product.

Sadly, these leaders are mistaken. Expertise has no inherent value at all. Until, that is, people are persuaded it has value.

Brand design is a powerful tool marketers use to persuade people that a firm delivers exceptional value — even if the firm charges higher fees than their competitors. It delivers the rationale for selecting your firm over your competitors, and it supports that idea with clear messaging and an appealing visual framework that inspires confidence and trust.

The Strategic Foundations of Brand Design

Effective brand design addresses both a buyer’s conscious (rational) and unconscious (irrational) mind. But this doesn’t happen by accident. It requires an underlying strategy, one that distinguishes the firm from similar competitors and is designed to convince a certain segment of buyers that the firm is a perfect match for them. Four components go into a successful brand strategy:

  1. Research – Studies have shown that the gap between how firms think they are perceived and how they actually are perceived is shockingly wide. The only way you can find out what clients really think about you — what they love and what drives them bonkers — is to engage an independent research professional or firm to interview your clients and prospects. You see, it’s devilishly difficult to get honest answers from clients when you ask them the tough questions yourself. Most of your clients don’t want to hurt your feelings or risk damaging the relationship. However, when interviewed by an impartial third party promising them anonymity, clients feel freer to open up and volunteer useful, sometimes sensitive information. These honest findings are almost always eye-opening, and they provide the crucial ingredients for a powerful differentiation strategy.
  2. Differentiation – Buyers often struggle to tell professional service providers apart. It’s not unusual for multiple competing service providers to offer more or less the same set of services and use similar language to describe what they do. Differentiation is the first step toward solving that problem. Once you have conducted brand research, you’ll have many of the raw materials to begin drawing up a list of differentiators — those characteristics of your firm that clients and potential buyers value about your firm. You may be able to supplement these findings with other defining characteristics that you know to be true about your firm, such as an industry or service specialty.

Figure 1. A narrow focus can be an effective way to differentiate your firm.

  1. Strategy & Positioning – Using your differentiators as a starting place, you can develop a strategy to position your firm against key competitors and encourage a segment of the market to favor you over the others. Your strategy needs to achieve two things: 1) separate you from similar firms, and 2) establish a reason buyers will choose you. Using your differentiators, strategy and other key features of your firm, you can craft a compact and compelling positioning statement that lays out your unique place in the marketplace. Think of your positioning statement as the storyline that hooks your audience and pulls them in — a narrative you can return to again and again as you develop marketing messages.
  2. Messaging – Your positioning isn’t worth much if you can’t articulate it to your prospects. That’s why messaging is an essential step in building a persuasive brand. Many teams that go through a firm rebranding discover that, for the first time ever, they are able to explain, simply and clearly, how their firm is different. It’s a magical moment! This messaging comes in many guises, from your elevator pitch to the headlines on your website. Some firms also develop a tagline specifically to support their positioning.

Figure 2. Personality infuses the messaging on this law firm’s website.

The Visual Elements of Brand Design

“Design is the silent ambassador of your brand”

—Paul Rand

When most people hear the word “branding,” they think of a company’s logo, signage, collateral, advertising, maybe even its great-looking website. That’s no accident. We are visual beings, and every day we use our eyes to make sense of the things around us — including the businesses we interact with and buy from.

Psychologists have found that we process visual information more quickly and efficiently than other types, and colors, shapes and pictures can irrationally affect the way we feel about the things we see. That means the appearance of a firm’s marketing materials can influence what we think about a firm, even before we interact with it. When people encounter a clean, scrupulously organized brand identity, they tend to project some of their impressions of the design onto the firm itself — for instance, attention to detail or sophistication.

That’s why some firms invest substantial time and money in their brand identity. The result — a tidy system of well-designed components — can evoke positive feelings and emotions. Visual impressions matter, and having a high-credibility brand identity can make it easier to turn prospects into clients. Conversely, a low-credibility brand can do a great deal of harm.

Brand identity covers a wide spectrum of materials. Which ones a firm chooses to develop depends on how it attracts and nurtures prospective clients. Below, I describe a few of the more common visual brand design elements and materials:

Logo – It’s said that many businesses confuse their logo for their brand. Whether or not that’s true, the logo is one of the most visible components of a brand, so its outsized reputation has some merit. Your logo is a visual proxy for your firm. As a result, it provides an opportunity to make a statement about your firm, differentiate you visually from competitors and set a compass point for the rest of your brand.

Figure 3. Nablis’ logo applied to business cards.

Website – Apart from your logo, your website is probably the most visible expression of your brand identity. It is a rich visual medium that can include motion graphics, engaging user interactivity and multimedia elements — so it offers a terrific opportunity to impress your audience. It is also a complex platform that must look great on devices large and small. If it is not designed and built with skill, a lot can go wrong.

Let’s be honest. Websites are expensive, and great websites can be very expensive. But because virtually every prospect will check out your website, it is one of the most important brand design investments you can make. According to our research, about a third of professional services buyers reject a firm on the basis of its website alone. So be sure to put your marketing budget where your buyers are.

Figure 4. Grimm + Parker Architects’ website is visually dynamic.

Marketing Collateral – This is a general term for any outward-facing printed or digital materials that you might supply to a prospective client or job candidate. In these materials — whether a firm brochure, sales sheets or research report — you can explore the full range of your visual brand. From colors and photography to typography and layout, collateral is where designers can strut their stuff and push the creativity of your brand identity.

Figure 5. EDG2’s firm brochure casts the firm as sophisticated and energetic.

 

Stationery – In today’s electronic business environment where PDFs, Word docs and email have replaced couriers, snail mail and overnight delivery services, there is less and less need for traditional printed letterhead and envelopes. In fact, some firms have abandoned the paper versions entirely. And while business cards are still common, they are no longer essential equipment at some businesses. Whether or not you have embraced the all-digital workplace, you still need to make a good impression at every touch point with a prospect. Every time you send a letter electronically or on paper, and whenever you hand a prospect your business card, you are delivering visual signals about your credibility and professionalism. High-credibility firms are associated with crisp, elegant design, and making the right impression is especially important on these early-stage, front-line materials.

Figure 6. Darnall Sykes Wealth Partners’ stationery suite is rich and confident — exactly what a wealth management firm should be.

Other Elements – Of course, a firm’s visual design can be applied to anything people outside or inside the firm might encounter. Here are a few examples:

  • Tradeshow displays
  • Advertising
  • Social media pages
  • Proposals
  • Pitch decks
  • Deliverables
  • Environmental signage
  • Vehicles
  • Uniforms

It’s important that all of your marketing components communicate the qualities and personality of your brand with consistency.

Figure 7. S&ME vehicle and uniform branding.

 

Brand Identity Guidelines – How do you corral your designers and far-flung team of professionals to maintain a visually organized and strategically sound visual identity? Brand identity guidelines are an important part of the answer. (Another, often more challenging part is enforcing the guidelines.) Ask your branding firm to document your identity’s key elements and their usage. Basic guidelines might cover a few key items: your logo, color palette and typography, for instance. A more comprehensive document might include guidance on layout, photography, signage, video, animations and even your writing tone and voice.

Figure 8. RS&H’s brand style guidelines.

What Separates Great Visual Brand Design from the Ordinary?

Great design. It’s tough to define, but you know it when you see.

Or do you?

Why is it, then, that so many firms take similar approaches to their brand identities? Let me illustrate my point. Here are the homepages of nine Chicago accounting firms:

 

Notice any problems here?

For one thing, all of these homepages are dominated by the color blue, which happens to be the most common color across the professional services. Firms seem to gravitate to “navy” and “royal” blues, in particular. When so many competitors share the same narrow preference for colors, buyers are conditioned from the beginning to believe that their choices are all alike.

Download The Brand Building Guide

Another endemic problem is clichéd imagery. These home pages feature the same predictable, tired images, following a familiar, well-worn road. Calculators, pens, charts, computers — these images not only represent a failure of imagination, they compound the buyer’s dilemma. In your industry, the clichés might be chess pieces, boardrooms, mountain climbers, handshakes, eagles, gavels, globes, puzzle pieces, stethoscopes — the list of stale imagery is as exhaustive as it is exhausting. Do any of these look-alike firms bring anything special to the table? The answer, regrettably, is probably not. And if they do, they sure don’t act like it.

Brand design is an opportunity to break out of the follower mentality and take your brand design in a fresh direction. If most of your competitors have followed a particular visual direction, then take that as your cue — head somewhere else. Almost anywhere else is better than the miasmic mud holes where the herds wallow.

Of course, not all of your competitors use the color blue. Nor do they all embrace the same types of imagery and layouts. That’s why — before you begin redesigning your identity — you need to find out what your competitors are doing visually. Conduct a formal survey of their visual brands. Can you spot any trends? Then work with your branding partner to explore the open territory where you can differentiate you firm and give your brand room to grow.

Figure 10. Don’t be afraid to take your brand in a fresh, new visual direction.

 

Great visual brand design is as much about finding your own way as it is about typefaces and colors and grids. When you work with a branding firm or graphic designer, it’s important that you appreciate this concept — encourage your design partner to explore the blue ocean and take some risks. It’s far too easy to settle for a brand design approach that is comfortable and safe. And by “safe,” I mean terriblefor your business.

Now, to explain in this blog post what makes one logo or website design good and another ho-hum is an almost impossible task. Good taste is acquired over time through repeated exposure to exceptional design. An experienced visual brand design partner can navigate the opportunities available to you and help you create an identity that evokes credibility, sophistication and vitality. Here some things to look for in a brand design partner:

  • They know your industry.
  • They’ve worked with brands that you admire.
  • They use research and data to inform their creative decisions.
  • They win design awards. (While you shouldn’t take awards too seriously, they can be a signal that a firm produces distinguished, original work.)
  • They have the confidence to lead you through the rebranding process and explain their recommendations when you have questions.

And to take that last point one step further, it’s up to you to give your branding partner the permission to take your firm into uncharted territory.

Conclusion

Brand design at its best should challenge you at every turn. A strategy that truly differentiates your firm demands sacrifice — often pruning away client segments or service offerings you’ve grown comfortable with over the years. And a well-conceived brand identity should go out of its way to thumb its nose at the status quo. That’s not to say every great brand design has to be brash or bold. But it should have a personality all its own and a purpose that is clear, easy to grasp and distinctive.

In the end, brand design should not be driven by you, at all — it’s the buyer who matters most. Brand design is about making it easy for the buyer to make the right choice in the marketplace. It’s about positioning your firm to be the clear pick and making sure that appropriate prospective clients not only can find your firm but are predisposed to trust it.

face2face marketing
 rural marketing Strategy, Interactive marketing Solutions, Corporate Marketing Companies ,
housing society Marketing Agent, shop To shop marketing Strategy, home2home marketing ideas,
Interactive marketing ideas , On ground marketing ideas, Corporate Marketing ideas ,
Shopping Centre Marketing ideas , public school Marketing ideas ,
b2c marketing ideas , face2face marketing ideas

RWA Marketing firm | Store marketing Solutions Narayan Peth

We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

Develop Marketing Plan Small Business

 How do you get started with a marketing plan for a small business?

 

First, know your audience or “target market” and understand their needs.Second, position yourself to meet those needs with a solution-oriented marketing plan.Decide on how you’ll connect to customers and begin developing your brand.

 

 What is the best way to learn your audience or “target market”?

You must conduct market research: both primary and secondary research.Primary research is research you do yourself.  It’s a good way to learn more about your specific market. Secondary research is research such as statistics and information from other sources like libraries, Chambers of Commerce, local and federal government publications, etc.  This is best for getting a general overall view of the market or industry you’ll be operating within.

 

What is the best way to conduct market research?

 

 You can conduct primary research by reaching out to current, former, or even potential customers and asking them pertinent questions about their needs via surveys, focus groups, or in-person interviews.  If your budget allows, you might consider hiring a market research firm who might conduct telephone polls and focus groups. Secondary research (the least expensive of the two) can be conducted by visiting libraries, internet searches on sites of the U.S. Census, Department of Commerce, Bureau of Labor Statistics, Small Business Administration, Chambers of Commerce, and local governments.

Once a business owner knows their target market, and how to meet their needs, what should be the next step in the development of the marketing plan?

 Defining your brand and tailoring your products and services to your target audience are the next steps. This includes developing your brand’s vision, mission, and company message in ways that are meaningful to your core audience, and this includes branding your company’s insignia on logos and creating websites. Armed with what you learned from your market research, tailor your product and service offerings catalog to meet the stated needs of your target market.

With a defined brand, targeted market, and products or services ready to sell, how do I put my marketing plan into action steps?

 

 Start by clearly stating your goals (e.g. attracting new customers, retaining old customers, encouraging repeat business).  Prioritize long and short-term goals (set time limits and stick to them). When describing how you plan to achieve your goals.  Be specific; break it down by activity (branding, promotion and sales strategy, email marketing, affiliate marketing, networking, etc.).  Create monthly and weekly sales goals and activities to execute your strategic marketing plan and achieve your revenue goals.

What is the best way to execute my action plan?

Start by reviewing your priorities and the timelines you’ve set, and address each priority in order of importance.

 How can I implement a small business marketing plan on a limited budget?

 

 Maximize your dollars spent and look for creative ways to implement marketing steps that don’t cost money (e.g. social media, Search Engine Optimization (SEO), blogging, podcasting, video blogging).When hiring someone for marketing help, use your hourly rate and time saved as the litmus test and price threshold for what you’re willing to pay.  For example, if you charge $100/Hour as a Consultant and you estimate it will take about 10 hours for you to review your customer records, could you find someone to effectively do the work for you for $1000? If so, then it’s definitely worth it to use them, since it will free up your time and you can continue running your business and servicing your customers.

 

 If my number #1 priority is getting new customers, how can I do that?

 

To attract new customers, you could offer an incentive or free giveaway for them to sign-up for your newsletter (e.g. 10% off first purchase, special report, or free sample.) Then use the newsletter to keep in touch by providing helpful information and informing them on new products and services. Use a blog and/podcast series with topics of interest to your core audience. You could also begin an affiliate marketing program with a complimentary business that refers business in exchange for a commission of sales.

 What are some other ways that I can creatively market to my business?

 

Contact the media to pitch stories about your business or your customers who have been successful using your product or service; Offer to speak for free at local speaking events (e.g. Rotary Clubs, Chambers of Commerce, Women’s groups etc.); Start a community for your core customers on Facebook, LinkedIn or Twitter.

What are some of the big mistakes entrepreneurs make in small business marketing?

 

 Be sure to track marketing efforts.  Make note of where customers learned about you and how they found you. Conduct ongoing primary market research by asking for customer feedback; Use surveys as another marketing tool in your arsenal (e.g. The MiniMarketing Survey).Be sure tooffer customers an incentive to complete surveys (e.g. Free item/service).Use feedback to help shape future marketing efforts.

 

 

 

 

engagement marketing , Retail Marketing Solutions , engagement marketing consultant , Corporate Marketing ideas,

RWA Marketing firm , Store marketing Solutions , home to home marketing Job , engagement marketing Job , onground marketing Job , IT Parks Marketing Job , college Marketing Job , B to C marketing Job , f to f marketing Job

 

housing society Marketing Agent | shop To shop marketing Strategy Mahalaxmi

We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

The Importance of Vision for Your Business

What if for a few minutes you were living your mountaintop experience? You envisioned a time when everything was going great. A time you left all your limiting thoughts behind; about not having enough money, time or not enough experience. Imagine yourself at the end of the journey celebrating your success.Coming from that Vision, you act, think, become that person on the mountaintop. It can be as simple as closing your eyes and dreaming – using your IMAGINATION.

Walt Disney was a dreamer and built an empire by using his imagination. He turned his dream into a kingdom. He referred to the teams of people he worked with as “Imagine-eers” believing deeply in the power of Imagining. He used the pictures in his mind to bring his dream into form.As he started out building his small business he had his share of setbacks but he was so driven by his vision that nothing deterred him; not even bankruptcy or betrayal when his producer hired away most of his  animators and took over the production of the his best animated cartoon in his own studio.

Walt Disney’s story of success is one that many entrepreneurs can relate to and often strive to replicate and as Disney said, “Always remember that this whole thing was started with a dream and a mouse.”Disney was Vision Driven. Are you Driven by Your Vision or ruled by Limiting Circumstance?  Living in your Vision is an expansive and creative way of being.

However, most small business owners fail because they focus on their limiting circumstance.

3 things that make small business owners fail:

1. Business owners forget their ‘Why’. Why they began the business in the first place.

  • They lose touch with their purpose
  • They forget what matters
  • Lose sight of their passion to make a difference (their mission)

2. They start focusing on the problem rather than the opportunity ….they can’t see what they can do because they are so focused on what is not working and by doing this the problems expand.

They focus on the lack:

  • not enough revenue
  • not enough time
  • not enough support
  • not enough clients

3. Not having an “image in mind” for what they would love the business to look like…. the key words here are “in mind”… your vision. Everything is created twice. First in your mind and then created into reality.

Using the tool of ‘Living from your Vision’ makes anything possible. What would you love? By making this shift you change the word “struggle” to “opportunity for growth”!

Asking yourself questions such as:

  • What would it look like if it all turned out? (What if…)
  • What does the successful business that you have  ‘in mind’ look like?

“What can I do in 15 minutes?”

or even

“What can I do in the next 5 minutes?”

“I live in the world of my vision, and you can too.”

 

 

 

face2face marketing , rural marketing Strategy , Interactive marketing Solutions , Corporate Marketing Companies,

housing society Marketing Agent , shop To shop marketing Strategy , home2home marketing ideas , Interactive marketing ideas , On ground marketing ideas , Corporate Marketing ideas , public school Marketing ideas , b2c marketing ideas , face2face marketing ideas

 

society Marketing ideas | Local Marketing Work in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, society Marketing ideas | Local Marketing Work in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Content Writing Internship

About the internship

Selected intern’s day-to-day responsibilities include:

  1. Writing original content for websites, portal blogs, and marketing as per the requirement
  2. Ensuring the accuracy of written content grammar, fact-checking, brevity, etc.
  3. Writing in a variety of styles and formats considering the website theme, subjectivity and targeted audience
  4. Developing content keeping in mind the keyword density/keyword relevancy
  5. Conduct simple keyword research and use SEO guidelines to increase web traffic
  6. Promote content on social media
  7. Identify customers’ needs and gaps in our content and recommend new topics

 

Who can apply :

  • Excellent writing and editing skills in English, Hindi, Marathi. This is very important.
  • Hands-on experience with Content Management Systems (e.g. WordPress)
  • Ability to meet deadlines
  • are available for duration of 2 months
  • have already graduated or are currently in any year of study

 

Benefits

After completion of internship we can offer you a full time position with full salary

 

Categories

Number of internships/jobs available:  4

Categories: Digital Marketing,content writing,MBA,

 

society Marketing ideas | Local Marketing Work in pune

 

Local Marketing Work, home to home marketing, Product marketing Outsourcing firm, Fieldwork marketing agency, B to C marketing, general trade marketing Work, society Marketing ideas, industrial marketing ideas, Corporate Marketing ideas, Park Marketing ideas, railway Marketing ideas, B2B marketing ideas , Handbill Distribution ideas , one2one marketing ideas, pune , mumbai

society Marketing ideas | Local Marketing Work in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, society Marketing ideas | Local Marketing Work in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Customer Acquisition

Give Away Samples: “Free” is Everyone’s Favorite Word

Fulcrum helps the marketers to Customer Acquisition strategies better and engage the users on their mobile devices based on their needs, preferences, and interactions. To segment the data, collect relevant information regarding the customers like gender, age, location, preferences and the like. These datasets can then be subsequently used in segmenting the users. These different segments of customers have to be then communicated with messages that suit the specific audience according to their characteristics. Targeting a specific segment of the audience with the right message can prove to be much more effective than developing a strategy for a wide spectrum of users with no common characteristics or interests.

At its best, guerrilla marketing nets you direct offline exposure via foot trafficthat can be as targeted as the location you choose, as well as word of mouth buzz through people talking about and sharing your marketing on Instagram, Snapchat, blogs, etc. online.

  • Location, location, location: Consider foot traffic, type of traffic and where you can get not just maximum exposure, but exposure to the right people.
  • Hit or miss: Guerrilla marketing can be easy for consumers to ignore unless your creativity gives people a reason to pause. The better your idea, the more thought-out your strategy for getting a reaction, the more likely your marketing is to work.
  • Your creative should align with your goals: Even if you capture attention, the real challenge is coming up with creative assets that get your brand or your message across.
  • Consider unforeseen variables: City laws, weather, noise, theft, etc. can get in the way of executing an effective campaign.
  • Don’t annoy people or break laws: Since it’s aggressive, these tactics can annoy consumers if done wrong and actually harm your brand. As a rule, do things that delight people.
  • Use it to complement your online marketing and vice versa: People should be able to connect the dots between your offline marketing and your brand online. It’s best if they at least have the name of your brand, so they know what to google.   

Direct Marketing Services for Customer Acquisition

Whether you’re looking to build awareness, drive calls or convert leads to customers, our 10+ combined years of direct marketing expertise will help you get better results. Our best direct marketing campaigns use data modeling, data insights, compelling offers and high-quality  fieldwork, telemarketing and sales team to help increase response for your customer acquisition campaigns. We deliver the results.

 

society Marketing ideas | Local Marketing Work in pune

 

Local Marketing Work, home to home marketing, Product marketing Outsourcing firm, Fieldwork marketing agency, B to C marketing, general trade marketing Work, society Marketing ideas, industrial marketing ideas, Corporate Marketing ideas, Park Marketing ideas, railway Marketing ideas, B2B marketing ideas , Handbill Distribution ideas , one2one marketing ideas, pune , mumbai

h2h marketing ideas | one to one marketing Career in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, h2h marketing ideas | one to one marketing Career in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Experiential Marketing Can Benefit Your Company

1.) Experiential Marketing generates and curates content for your brand

Creating unique marketing experiences for your customers creates opportunities to generate branded content which can be shared to all social channels for the brand, and shared among consumers as social currency to ultimately increase the splash of your marketing activation.

Forward Mobile Healthcare App Service – Experiential Marketing
2.) Provides consumers the opportunity to try before they buy

Experiential marketing is great because it can give consumers the opportunity to try your products or services before they buy. One great example I’ve seen in the past was Verizon. They setup an activation at a golf tournament which allowed consumers to try one of several phones available to make a free cellular call using their service.

Experiential Marketing Agency
3.) Experiential Marketing engages consumers through inbound and outbound marketing tactics.

Creating shock and awe with unique art, music, installations or experiences will definitely create a magnet to draw interested consumers. Once you have their attention, let them take part in your experience, sample your products and engage. Experiential Marketing combines elements of traditional and modern marketing efforts to craft unique experiences which in turn create memories that last for years to come.

4.) Experiential Marketing builds authentic interactions and excitement with consumers.

Putting the product in the consumer’s hands is always one of the best ways to get them to remember your product and generate brand loyalty. Engaging with consumers on a one-on-one interaction means they will spend a lot more time with your brand, and your product. Positive experiences mean positive memories associated with your company.

Experiential Marketing with DEG at Comic Con in San Diego
5.) Experiential activations allows your customers to interact with your products building insight for brands

Sometimes great products, and thus brands are out there in the dark until a consumer can get their hands on it and interact with it. This can be one of the best ways to learn about how to improve your product.

Experiential Marketing Agency based in Los Angeles, California
6.) Experiential marketing allows for brands to follow consumers

You will become more effective in building online relationships if you follow others on social media and what better way than in person.

Experiential Marketing
7.) Experiential can give you an opportunity to promote future events

It doesn’t matter if you’re promoting a tour, an educational series, or a music performance. Your online presence needs to grow over time. Using a variety of approaches to plug upcoming events, such as posting images from previous years, sharing videos that show exclusive content like interviews and behind the scenes footage. Through generating multiple content types you will avoid making followers feel as though you’re sharing the same message over and over.

Experiential Marketing Activations at Music Festivals
8.) Experiential marketing activations provide a great opportunity to monitor sentiment and online conversations.

When you create a marketing experiences, you’re setting the stage for conversations and sharing to take place. So monitor these public conversations closely and see if there are opportunities to improve what you’re doing.

Engagement Marketing
9.) Experiential Marketing creates significant impressions among consumers and their friends

When you line up all your marketing strategies to see which generate the most results for your brand, experiential will always trend at the highest. From the consumer experience, to social media impressions. Nothing beats earned media, and experiential provides the means to create genuinely unique social content from consumers by giving them something worth of sharing.

10.) Brand experiences create positive feelings which generate word-of-mouth sharing among consumers

Engagement marketing and experiential are all built around the idea of encouraging consumers to participate and engage.

 

h2h marketing ideas | one to one marketing Career in pune

 

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home to home marketing Job | Retail Marketing Solutions in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, home to home marketing Job | Retail Marketing Solutions in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

3 Fundamental Elements of an Event Marketing Experience

As a marketer today, communicating with consumers in a competitive environment can be a daunting task. That task doubles when you have a complex message to convey. That’s where an experiential marketing program can help tremendously. Here are the three foundational elements of event marketing that will help clearly communicate your message to your consumers.

 Stimulation

Face-to-face marketing has a huge advantage over all over forms. It’s a no brainer. You actually get to physically interact with your consumers, and that opens the doors to stimulation. From kiosks with buttons, sounds and lights, to big, bold and beautiful sculptures, there are a million creative ways to bring your message to life and draw consumers in and engage their senses. The interaction will provide greater impact on the information they retain and potentially a more positive influence on the experience. The key here is to understand the unique audience and what will resonate best.

Environment

Create an environment conducive to your event marketing goals. This goes hand in hand with stimulation. You can engage consumers’ senses with anything you put in front of them, but if the environment doesn’t match the message you are trying to communicate, the experience will not be effective. The environment sets the scene and if what they see and hear feels inauthentic, you may not even get the opportunity to engage them. Your consumers should be encouraged to explore and feel comfortable in the environment. In addition to layout and signage, music is a subtle way to support the overall brand message and set the tone for the experience.

Dialogue

Put a face to your brand. Conversation is absolutely vital when communicating any complex message. Likely the second line of interaction with you consumer, it is imperative to employ the right team of people to represent your brand. Your time is so limited with consumers, coupled with shorten attention spans, ambassadors who are knowledgeable on your brand and can answer questions is essential. Additionally, watching an individual demonstrate a product builds trust particularly among more reserved consumers who prefer to follow someone’s lead.

 

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Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, home2home marketing ideas | rural marketing Strategy in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Build Winning Advertising Agency

OK, Let’s Go…

When I owned Citrus, my Portland and Bend Oregon advertising agency, I woke up every morning (and even some nights) thinking hard about my agency’s business development program. I lived as if Nike, our largest client, was about to walk out the back door along with its revenues. I bet as an ad agency owner or manager you have rough nights too. One of the things I knew I could and should do was to manage this back-door issue was to have an active, I stress active, new business plan in place.

Here are some (I stress some) of the elements of my new business plan. They helped me grow Citrus (with new clients like Harrah’s, LegalZoom, Nike and the Montana Lottery). I hope my insights help you grow your agency.

Execution Rules.

When I set out to write this advertising agency new business post I didn’t think that it would be this long – a warning to the ADHD types. But, advertising agency new business planning is complex and is getting more complex every day due to the rapid changes in our industry and technology. That said, the devil in business development, you know what’s coming, is in the detail. Success is all about execution.

For example, running a successful inbound biz dev program that attracts market attention must be based on a sound strategy and smart agency process if you want to run a 24/7 sales program. Staying the course is critical.

The Communications Agency Business Plan. First Things First.

I have never been able to construct an effective business development program without first having an agency business plan.

The business plan should include (at least):

  • Your agency’s business and business development objectives
  • An assessment of your current strengths and weakness (I have all of my clients do an internal SWOT analysis)
  • A competitive agency positioning (specialization is a good thing)
  • An analysis of your space in the world – as in, why would a client hire you?
  • Clear target market objectives and target market personas
  • A service plan (it might mean adding new services)
  • Your inbound and outbound (think Account Based Marketing) plan
  • The very important objective of running unignorable messaging
  • A dedication to being consistent and efficient – as in having a process

Your business plan should also help you plan for your future in the evolving world of marketing communications. I think that client confusion with the evolving state of advertising and marketing – this includes big and small clients – makes today a great time to be an agency. Winning agencies are resolving their business challenges, crafting the right services and guidance and, importantly, are willing to modify their business model to avoid disruption to achieve success.

It is also imperative that you develop a roadmap for how to grow your current agency to become the agency of the future. The market, communication platforms and client expectations are changing rapidly. Assess your current strengths, weaknesses and how your agency expertise and personnel are going to stay ahead of change (do an annual SWOT analysis).

Change can be very profitable. What if you could restart your agency using a blank sheet of paper? Would you build a replica of your current agency or would it look dramatically different? If you think that change is in order, you better get started. Here is a powerful mantra from General Eric Shinseki. 

“If you dislike change, you’re going to dislike irrelevance even more.”

The Agency New Business Program – Join The 34%

Armed with your business plan you can get ahead of your competitors by having a comprehensive new business plan. Most agencies do not have a plan. Get this industry research…

66% Of Advertising Agencies Report That They Do Not Have a Business Development Plan. This Is Lunacy!

Your plan should include most, if not all of the following:

Conduct an agency brand review to determine if your current brand and services deliver market differentiation; build a positive reputation; generate incoming client interest and attract talented employees.

Create a set of ‘buyer’ personas so you know exactly what type of client you want and how they think and act.

Have a compelling agency brand story that is driven by your history, products, services and your personality. Need help? Read Seth Godin’s “All Marketers Are Liars.”

Managing the Process.

Unless your phone is ringing off the hook, your agency’s new business program must be an agency priority.

Agency leadership has to be actively involved with establishing new business objectives, strategic planning and execution.

Stay on top of the process. Have at least bi-monthly new business planning meetings.

Business development is 24/7. Your digital marketing program and management and staff activities must be ongoing and consistent.

Hire a Business Development Director to help manage the new business program and act as the agency sales leader or hunter. This person’s key job is to get meetings with the right prospects. Use my Business Development Director’s compensation plan to orient their focus.

Stimulate and empower others in the organization to participate. Everyone is responsible for growth. Best case, they will come up with a marketable new service. At the least, they should be keeping their eyes open for leads.

Prospecting.

Prospecting is a long-term play and takes time. Be prepared, persistent and patient.

Use Account-Based Marketing. An ex-Microsoft exec, a client of mine, recently lauded  Account Based marketing. He described it as something “new”. I quickly recognized it as ‘targeted sales’ and laughed. Whatever… it works. Here is a Wiki definition.

Account-Based Marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Simply put –> ABM = Targeted Outreach = Direct Interest = Sales. This is a big subject worth studying. It’s all about identifying the target company and its people and then having a sound plan to reach them with the information and insights they will want to read.

Manage an active Excel prospect database and/or CRM system. If you have to, keep it simple – use a pad. But, do it.

Build an “A-Level” prospect list. Establish selection criteria and do your research. I’ve always thought that there are three types of desirable clients: Those that pay well (that means they are profitable); those who demand great work; those who are famous and enhance your reputation. Two of the above are good. Pay well is best. My agency’s client Nike had all three.

To build up-to-date lists I’ve used the services of The List Inc., Red Books and LinkedIn. You can also hire interns or go offshore for worker bee assistance.Build an email list to keep all prospects, clients, and associates aware of agency thought leadership, news and growth.

Advertise. Yup, test targeted advertising on LinkedIn (via your corporate page); ditto on Facebook and Twitter.Referrals are good. Manage your referral process. Periodically ask your friends, family, business associates, employees (many don’t think about new business) and current clients for referrals. have a referral system.Track the career path and whereabouts of past clients. LinkedIn notifications could become your best friend.

Read business publications, industry trade press, and pertinent websites. To manage agency time, assign information buckets to different staff members. Get past just reading the same trade press your competitors read.

A Word On Incoming. Pitch less.

Pitching and even working on everything that rings the doorbell can be a mistake. Qualify the lead. Pitching the right accounts will increase your batting average. Pitching the wrong accounts will sap your agency’s energy, cash and time. Read my book on pitching if you want to find out why pitching everything that raises its hand can put you out of business. Remember, you have a business plan that lays out the type of clients you want and can win.

Business Development Tools.

Years ago I heard Jonathan Bond of New York’s Kirshenbaum Bond make this comment about new business activity: “I don’t know what works so we do everything.” Here are some tools worth considering.Make sure that you have an agency website that sells. The great majority of agency websites do not. Get past brochure-ware. Here are some blog posts about how to create winning, sales-oriented agency websites.

Maintain sales pressure. Schedule your outbound marketing to keep up consistent sales pressure — you can’t tell when a prospect will have a new project or an AOR account looking for a new agency. I’ve always made it an agency priority to send out high-value emails at least every four to six weeks.Deliver high-value thought-leadership. Clients are looking for strategic agencies and solutions to their pain points and objectives. But, keep in mind that you are not the only thought-leader on the block. There are zillions of Google results for “best advertising blogs”. To beat these horrific odds you need to become a narrow-subject thought-leader to break through the clutter. Its way better to become a niche advertising or category expert than be a Me Too generalist.

Be smart. Before you make any calls, do basic research so you know about your prospect’s business, possible pain points and what sales messages might resonant. Have a smart sales script that puts the client first. Remember the rules of Account Based marketing.Want more inbound? Get your brilliant thinking out there via a strategic social media program. Blogs (uniques blogs that is), Twitter, LinkedIn, Facebook (sponsored posts work hard for me) and the strategic use of Instagram and Pinterest (yes, Pinterest) will take time — but work. Don’t forget SlideShare, YouTube videos and good old-fashioned white papers, monthly emails and speaking engagements. Get your brains out there and make the client you want you by looking like you can help them get their bonus.

Do not overreach. One of the keys to social media success is selecting platforms that your agency can manage on a day-to-day basis. There are a lot of empty agency blogs and Twitter feeds that do much more harm to reputations than good.

Be efficient. Optimize and integrate everything you do. Try the Rule of Five. Amplify everything you do by five. The white paper goes in the mail (yes, mail); on your blog; on your LinkedIn page; out via Twitter and on SlideShare… You get the idea.

Run events for prospects and clients. My agency Citrus got senior executives from Facebook, Google, Google Maps, LinkedIn and Yahoo! to speak at our own Portland “Meet the Makers” events. We just had to ask nicely.

Turn cold calling into warm calling. Yes, the phone still works – if handled with care. I like to soften the prospect with a series of insight-rich thought leadership mailings (if it’s email you will see if has been opened) and then call early to reach the key prospect before their day begins or to leave a mini-pitch voicemail. Consider having a script handy.Email. Yes, email still works and volume is now being driven by increased mobile usage. But, make sure your emails have value and don’t overwhelm. KISS works here.

Another big point: having an agency video on your website is nice (actually, I think it’s critical). But, having a video that goes beyond just being there to getting watched and passed along by your target audience because it provides value is way better. If your video drives incoming interest, tells your agency’s story and builds chemistry, you will drive lead generation. It is all about how you execute.Be different… Sometimes it is good to break out of digital… A personalized letter, as in paper, or mailing just might break through the digital clutter. How about an agency zine?

Think even more different. Over the years, I’ve used online surveys, postcards, music CD’s, etched wine bottles, targeted micro-sites, digital mad libs (yes, mad libs); books like Jeffery Abrahams’ “101 Mission Statements From Top Companies” and even Krispy Kreme donuts to get meetings. Here is a case history for a food-smile-based program that announced our new Portland office. We delivered a box of hot Krispy Kreme doughnuts and a personalized digital promotional program to generate awareness and smiles.Get out of the office and go to events to hear new ideas and meet new people. Join relevant groups and organizations.Guest post to get more eyes on your thinking. See what I’ve done with my friends at HubSpot. Writing for them even got me a speaking gi at their huge fall event.

Create some buzz. PR is your friend. I highly recommend that you think of PR as an essential business development tool.

Win creative awards. Go get some EFFIE’s to support your ROI story. But, watch the award budget.

First Meetings.

Whatever solicitation marketing you did worked and you landed a meeting. Here are some first meeting basics:

  • Keep it simple. don’t overwhelm the clients.
  • Listen: Probe for problems. Consider going beyond solution sales to tell them what they should be worried about. For more on this sales technique, I suggest that you read “The End of Solution Sales” in the July – August 2012 issue of the Harvard Business Review.
  • Sell something special: Deliver a USP.
  • Deliver an unignorable insight. Ask me about how to use Google’s consumer research.
  • Make friends: Work the chemistry and dazzle.

The master goal: Get a second meeting to keep the dialog going.

RFPs.

Getting an RFP is like getting asked out on a date or for a test-drive. You should be flattered — but. To manage incoming, build a RFP decision matrix. You should quickly have an idea of which RFP’s to respond to and which aren’t worth the effort. RFP responses always chew up agencies. Make sure that this date is worthwhile.If it’s a go, ask for a meeting to discuss the RFP. If the client is unwilling to give you some time, you might want to pass. Read up on why you might want to NOT pitch that account.Here’s a decision matrix…do not Pitch that account! 

Keep your response lean. Chances are that the client has asked for too many responses and could become brain-dead by the time they get to yours. Make sure you answer every question in the RFP before you go beyond what they are asking for.Once you have ticked all the client boxes, go beyond. Don’t forget to include agency personality and consider an “Easter Egg” surprise element.

Pitching.

Oh, the uncertainty. Does the client have a favorite? Is this a strategic search or just a scheduled management or procurement exercise? Does the incumbent have an advantage? What type of agency is the client actually looking for? Who is the key decision maker? Do you present what they are asking for or what you think they need? Helping to understand the client’s motivations is where your most experienced management comes into play.

Pitching is an art. I’ve been pitching new business since the 80’s, ran business development at Saatchi & Saatchi in New York and London and pitched often for my own agency. OK, I admit it… I want you to buy my book on pitching and presenting. You can buy it at Amazon right here.

Here are what I believe are the primary elements of a perfect pitch process. This is only a topline list.

  • Pick a pitch leader and the right team for planning and writing.
  • Watch your costs. Create a budget. We have all seen pitch costs gone wild.
  • Create a timetable that includes strategy development, creative development and staging and rehearsals.
  • Consider building a war room, it can be an online war room, to help focus your effort.
  • Determine the client, category and customer issues and opportunities and make sure you address them.
  • Use research to support your strategic insights. But, note that the other agencies might be doing the same. That said, clients are always interested in seeing brief strategic videos of their customers talking about their products and services.
  • Determine and manage how you communicate your strengths and manage your weaknesses. Consider doing an agency SWOT analysis through the client’s lens.
  • Talk more about them than you. Actually, talk much more about them.
  • Act like you really want the business. Surprisingly, I’ve been told by clients that not all agencies know how to look interested.
  • Pitches are theater. Stories are better than endless credentials. Case histories are better than showing endless amounts of work. For inspiration, watch Steve Jobs.
  • If you can, get the client to come to you. I’ve pitched in too many soulless client boardrooms or hotel conference rooms. It can be a buzz kill.
  • If you have to go to them, find a way to scout out the room and equipment ahead of the meeting.
  • Put your best presenters in the room. Don’t include talented but uninspiring people simply because it is their turn or that they worked on the pitch. I’ve made this mistake. It’s a bad one. Get ahead of the problem and train your team on how to present. Do this now.
  • Don’t forget to smile. Interpersonal chemistry wins pitches.

Conclusion.

The business of running an advertising, digital, experiential, design, PR agency is hard work. Too many agencies sound alike. Clients are skittish and are overwhelmed by choice. It is therefore essential that you create and run a business development program that makes you a stand out candidate. That means that you need to look and sound like an agency that can clearly meet a client’s needs. That means that you need to have a standout brand and sales proposition. That means you need to both target the clients you want and are able to be found by them when they are out looking for you.

 

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