CONSULTANCY

MARKET ANALYSIS, BRAND LANGUAGE, ASSET LEVERAGE

Brand Language :: Effective communication is essential to the process of growing and evolving a successful brand. A successful brand is more likely to become a successful business, and whether it's representative of a unique service, or a tangible, or virtual product, your brand creates a consequential perception to the consumer. With so many mediums and channels to utilize in our modern communication efforts, effective marketing can almost seem like a bit of a black art. The reality is, it's not...Marketing is a powerful and influential business function that should be driven by a foundation of research, knowledge, and data driven analysis. Then its time to get creative.

Engage :: Successful organizations, regardless of their size and complexity, utilize market research and make it their mission to understand the needs, motivations, and preferences of their target customers. Each end every person that they interact with becomes a new piece of research and a potential advocate. Great brands speak to their audience regularly and confidently in a voice that reflects their ambitions and commitment. In their strategic marketing efforts, they attempt to take ownership of the consumer, engaging and creating a dialogue that rewards loyalty, maximizes their value and drives repeat business.

Market Research :: The most under valued and under utilized of the core marketing functions. What are your competitors doing..? Where, and why are they successful? How does a target customer in your market consume promotion and where do they seek information that influences their buying decisions..? Market research is an ongoing process that informs successful companies on how to strategize and confidently communicate with an end result - success. Customer segmentation and demographic analysis is the key to understanding your core consumer group and their behaviors, and that information can be found in your sales and marketing database. Competitor research defines the core standards of the market where product innovation, ambition, technical leadership and service standards are concerned. Market research isn't about following others, it's about taking ownership of your future and working smart.

CRM :: Customer Relationship Management doesn't have to be an intimidating, high tech, web based program that only applies to large organizations. CRM, in its most basic form is a spreadsheet. By recording and considering the habits, motivations and behaviors of your customers, you will learn essential lessons that inform your marketing plan. For instance, what are the key influencers to your target customer and how do your reach them..? What is their level of prosperity, household, and expendable income..? How many times have they purchased from you and what are the patterns that create the peaks and troughs in your sales cycle. CRM enables a business to evolve its strategic marketing plan and get ahead of the curve.

Cost Control :: Creative folks can be evasive when it comes to financial forecasting, but with a variety of metrics available in the marketing space it's more important than ever to control costs and measure the effectiveness of your marketing budget. The cost of customer acquisition is a moving target and should be measured where possible. Strategic marketing isn't just about being creative, its also about protecting your business and controlling your valuable resources.

Sales and Marketing Integration :: Speaking from my own experience, Sales and Marketing functions don't always interact cohesively and productively. The two groups are often populated by totally different personalities and different priorities. To a degree it's a healthy situation. However.... A collective understanding of the broader goals of an organization is essential to galvanizing the efforts of your teams. Sales people are the eyes and ears of the business. They feed the market intelligence database through CRM and targeted reporting. Marketers find unique and creative messages to the market that elevate your brand and drive actions. When these two planets align, the combined energy becomes greater than the sum of its parts.

Regardless of the size and complexity of your business, RISE Creative's consultancy packages can add value to your operational Sales and Marketing functions from an outside perspective. We can advise on a wide variety of topics without the burden of being in the engine room through thick and thin. If you want a clearer picture of your effective Sales and Marketing functions, reach out and let's get started.