Understanding your targets, how to build your customer base and loyalty through factual analysis of primary and secondary data, and creating a better customer experience with communications that simply work better.
- Research Methodology and Survey Design
- Data Analysis
- Primary Research
- Secondary Research
- Syndicated Studies
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- Multivariant & A/B Testing (Always Be Testing)
- Website Optimization
- Usability Testing
- Search Engine Marketing
- Advertising Effectiveness Studies
- Copy Testing
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A comprehensive mapping of the competitive landscape in a changing environment, and clear understanding of the unique position, benefits and selling points of each offer and brand. What needs to happen to produce best-in-class products and services.
- Position your organization vis a vis a changing environment
- How do you tell the world who you are and what you do?
- Focus on the Future
- What do you stand for?
- How do your customers see you?
- How do you know?
- SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
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- Competitive Alternatives
- 4Ps of Marketing (Product Features, Price, Place and Promotion)
- Customer Segmentation Strategy
- Michael Porter in HBR:
– Stand for Something
– Focus on Profitability
– Offer a Unique Set of Benefits
– Differentiate Core Activities
– Specialize
– All Activities Should Reinforce
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From white-board brainstorming to assessment of market feasibility to an exquisitely crafted budget planned down to the last detail and clear justification for a return on investment. Key to success is really understanding your business and related opportunities.
- White-Boarding
- Upsizing, Downsizing, Rightsizing
- Annual Planning/Budgeting
- Pricing Models
- Strategic Positioning
- Sales Channels
- Geographic Opportunities
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- Partner Programs
- Competitive Analyses
- Feasibility Studies
- Change Processes
- Negotiating Contracts
- Putting Out Fires
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A comprehensive online strategy that considers all sorts of meaningful e-initiatives that map to your business goals, and will scale across web, mobile and tablet devices, as your opportunities expand.
- Customer-Facing Website as a Subscriber Hub
- Website Design and Development
- Content Strategy and Management of Deliverables
- Search Engine Optimization
- Demand Generation/ Inbound Marketing & Lead Nurturing
- Audience Acquisition & Engagement
- Community- Mission, Attraction & Ongoing Engagement
- eNewsletters and Ongoing Touchpoints
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- Storefront
- Membership Area
- Freemiums
- Webinars and Educational Activities
- Web Copy that Sells; Buttons that Generate Response
- Sales Landing “Squeeze” Pages
- Web Analytics for Better Conversions
- User Experience- Clean and Intuitive
- Dashboard of Key Performance Indicators
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Social Networks —leveraging the relationships that your customers have established through internet and other electronic channels. Success in engagements and buzz will come from a tight integration of efficient and effective tools and techniques under a comprehensive social media strategy.
- Search Marketing
- Audience Education
- Life Streaming
- Marketing Through Facebook, LinkedIn, Twitter, Google+, YouTube and others
- Community Building and Ongoing Engagement
- Creating Buzz and Viral Programs
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- Affiliate Marketing
- Drive Web Traffic
- iPublic Relations and Press Resource Pages
- Reputation Management
- Blog Content Topics and Sources
- Audience-Contributed Content
- Cross-Channel Marketing
- Customer Expectations for Immediacy, Transparency, Inclusion
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Best Practices — those things that work so well within your company that they might even be taken for granted and overlooked. The key to success is learning how to transfer these proven practices into other areas of your organization for growth and profits.
- Method of Publishing
- System of Measurement
- Network of Sales Channels
- Technical Prowess and Platforms
- Business Philosophies
- Definition of Standards
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- Quality and Performance
- Identification of Areas of Excellence
- Rewarding a Collaborative Environment of Excellence
- Transferring Best Practices to Other Areas
- Positive Reinforcement of What Works
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Increase customer engagement through effective marcom materials, ads, sales tools, presentations and a persuasive sales force armed with factual analysis of data and results from syndicated studies; Impact apperception of multi-channel brands in an integrated portfolio of “uber” and sub-brands.
- Communications: Advertising and Publicity
- Messaging: What to say, How to Say It and Whom to Say It To
- Branding: How YOU are Perceived by YOUR Customers
- Brand Management: Protecting Your Corporate Assets
- Using Syndicated Studies to Sell
- Cross-Platform Campaigns
- Collateral: Creation, Version Control and Distribution
- Display Ads that Command Attention and Action
- Search and PPC/PPA Advertising
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- Direct Response – Creative and Distribution Channels
- Personalized and Customized Marketing
- Testing the Message, the Channel, the Timing, the Offer
- Media Kits, Press Kits, Investor Kits, Channel Sales Kits
- Editorial Calendars that Sell
- Sales Tools, Competitive “Kill” Kits
- Channel and Affiliate Support
- Face-to-Face Activities
- Video Communications
- Market Presentations
- Media “Tell-All” Presentations
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If it’s not making you money, it sure better be saving you money. Efficient use of new technology for Internet and digital publishing, editorial workflow, search engine optimization, audience database, advertising operations, web analytics, user experience, demand generation, forecasting and communicating.
- Making the Digital Transformation from Traditional Operations
- Appreciation of Production and Development Technologies from Mainstream to New-and-Emerging
- Translate Business Needs Into Web/IT Engineering Plans
- Web Systems Design
- Operations Systems Development and Deployment
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- Project Management
- Cost Justification Analyses
- Web Analytics
- Search Engine Optimization
- Predictable Forecasting Systems
- Ad Operations: So Much More Than Traffic
- Content Management Systems
- Workflow Process and Methods
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Developing and deploying a world-class organization begins with a vision and an establishment of an environmental framework for passion and excellence.
- Sharing Your Vision and Passion
- Recruiting Talent
- Training on New Skills
- Digital Metamorphosis
- Motivating
- Adjusting Attitudes
- Compensation Plans
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- Building and Deploying Regional / National / Global Teams
- Team-Building Programs
- Evaluation Methods
- Strategic Partnerships and Alliances
- Food (yes, food)
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Content creation and testing to packaging to audience engagement and lead generation, all wrapped up in enticing bundles, integrated pricing programs and market introduction tactics.
- Needs Assessment
- Content and Packaging
- Customer Engagement
- Audience Development and Retention
- Demographic Definition
- Audience Analysis and Packaging
- Must-Haves to Infuse You Into Your Industry (Industry Data, Calendar of Events, Jobs and Career Advice, Buyers’ Guides)
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- Turning Quality and Performance into Maximum Revenue
- Moving from Web 1.0 Brochureware into a Web 2.0 Destination Web site
- Lead Generation
- Product Launches
- Repositioning
- Brand Extensions
- Concept Testing
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