We develop integrated marketing campaigns to launch products and services, and capture opportunities.
The inbound marketing community would have you believe that you should abandon all traditional promotional efforts. In our experience, this is simply not a realistic strategy for most middle-market service-based companies, healthcare practices, or retailers—especially those that provide services that are bought as large, one-time capital investments (like architecture or consulting services).
Senior-level executives and general consumers still make decisions based on awareness, perception, reputation and trusted referrals, and traditional marketing and firm promotion contribute to those things. Our integrated marketing campaigns combine all elements of online and offline media to help a business launch a new service or new discipline, or enter it into a new market:
- Search, display and rich media advertising
- SEO and SEM
- Social media
- Print advertising
- Direct mail and email
- Mobile advertising
We develop strategic marketing and business development plans for service based companies, healthcare practices, and retailers.
Marketing strategy and planning in a service based company, healthcare practice or retail business can be extremely challenging. After all, marketing is held accountable to so many things—developing awareness and perception, creating preference, generating leads and facilitating opportunities. Short of literally closing the deal, marketers usually have an integral role in everything related to acquiring a new client.
Our planning process provides businesses with guidance in the following areas:
- What markets should we be in and why?
- Who are our ideal clients?
- What are their most pressing unmet needs?
- How do we translate our clients’ unmet needs into a set of issues to drive our thought leadership strategy?
- How should we allocate our resources between thought leadership development and promotion?
- What types of thought leadership should we produce?
- How do we actually do it?
- What tactics work best to promote it?
- What are our best sources of lead generation?
- Which of these sources are generating the most opportunities? The best opportunities?
- How much of our resources should we allocate toward traditional firm marketing and promotion?
- How many leads will it take to generate the number of opportunities and volume of won business we expect?
- What is the expected ROI from our marketing investment?