Integrated Marketing
Integrated Marketing
is expensive and can have a significant effect
on the overall well being of the company.
The success of your company depends on
knowing how the market is going to respond to
your new offering.
In most cases companies rely on what they
know already – rather than viewing their perceived
market with fresh eyes.
One company that we worked with understood
the need to revisit their market. This is the
story of we helped them achieve a 10% takeup
for new trial and over $1 million in new sales
with a marketing cost that was
a mere 3.5% of new revenue.
Background
Our client was a mid-sized Canadian
data information provider
that was seeking to introduce
a new web-based application.
The application was designed
to be more affordable
for both the client and for the
company. This meant that
there was a larger potential audience
that went beyond the
cream of corporate Canada that
the company usually worked
with.
For this new product the average
sale price would drop from
$35,000 a year down to $3,500
a year. They didn’t know how
their sales staff, who were used
to several face-to-face meetings,
meetings,
could possibly sell at such a low price and
earn decent commissions.
Our Deliverables
We provided an integrated approach that managed
the entire marketing and sales process to
create success.
Market Analysis
We did analysis of companies that had dedicated
marketing and media departments.
These companies would be seeking ongoing
sources of market intelligence. That determined
the following:
q Size of market q Who the potential opinion
leaders and decision makers
were in each company including
titles.
Our market analysis included
reviewing the competition and
pricing to ensure that the
product had clearly definable
attributes that separated it
from the competition. This
analysis fed nicely into a benefits
analysis the sales staff
used when dealing with potential
clients. It also provided
the product development team
with a set of improvement objectives
for future versions of
the software.
Trends
Positioning Statement
Based on the above research, we developed
a positioning statement that clearly outlined
the Brand Contract or offering. This became
the basis for the product’s slogan and became
the benchmark for all marketing and
sales materials that we produced.
Market Strategy
After reviewing their target audience we developed
a marketing program that would create
a significant amount of exposure in a
short period of time. This ensured that the
target audience would see something on the
new service in several places and generate
interest. The plan included:
· Print Ads in selected newspapers
· Media Releases for trade publications
· Direct Mail piece to opinion makers in target
companies
Test Before Launch
Normally, we recommend that our clients do
some form of market testing such as focus
groups or surveys, however the company felt it
had enough feedback from its sales staff that it
didn’t want to spend any funds in this area.
Business Objectives
Because we had done a detailed market analysis
we were able to determine the potential size
of the market and develop a sales estimate.
Artwork Based on Positioning
Our communication concepts focused on a new
product logo and a web site design that was
used on their existing application. The designs
were based on promoting the Positioning of the
Brand.
Marketing & Communicatio ns
Budget
This was a significant step for a company that
hadn’t needed to market itself too significantly.
We developed a complete budget that would
cover the cost of:
q Strategic Planning
q Logo & Web Development
q Advertising & Direct Mail
q Media Release writing, distribution and
follow-up calls
q Training
This complete approach gave them confidence
in the total cost of the product launch.
Sales Strategy
The strategy was to have the inside customer
service team contact the direct mail recipients
and sign them up for a two week free trial. At
the end of the two weeks, the customer service
team called a second time to gauge the usefulness
of the application and to potentially sign
them up.
This process worked well as it brought focus to
the target audience’s mind about using the
product. It assisted them by having knowledgeable
staff helping them to set up the trial
period. This worked so well that 10% of the direct
mail recipients signed up. At the end of
the two-week period, the target audience was
able to get questions answered about some of
the features they were having difficulty in using.
The result was enough signed up for annual
subscriptions to generate over $1 million in
annual sales
Integrated Marketing - To learn more about this author, visit Jim Adams's Website.
Like this article? Share it with your friends
Going to market with a new product or service
is expensive and can have a significant effect
on the overall well being of the company.
The success of your company depends on
knowing how the market is going to respond to
your new offering.
In most cases companies rely on what they
know already – rather than viewing their perceived
market with fresh eyes.
One company that we worked with understood
the need to revisit their market. This is the
story of we helped them achieve a 10% takeup
for new trial and over $1 million in new sales
with a marketing cost that was
a mere 3.5% of new revenue.
Background
Our client was a mid-sized Canadian
data information provider
that was seeking to introduce
a new web-based application.
The application was designed
to be more affordable
for both the client and for the
company. This meant that
there was a larger potential audience
that went beyond the
cream of corporate Canada that
the company usually worked
with.
For this new product the average
sale price would drop from
$35,000 a year down to $3,500
a year. They didn’t know how
their sales staff, who were used
to several face-to-face meetings,
meetings,
could possibly sell at such a low price and
earn decent commissions.
Our Deliverables
We provided an integrated approach that managed
the entire marketing and sales process to
create success.
Market Analysis
We did analysis of companies that had dedicated
marketing and media departments.
These companies would be seeking ongoing
sources of market intelligence. That determined
the following:
q Size of market q Who the potential opinion
leaders and decision makers
were in each company including
titles.
Our market analysis included
reviewing the competition and
pricing to ensure that the
product had clearly definable
attributes that separated it
from the competition. This
analysis fed nicely into a benefits
analysis the sales staff
used when dealing with potential
clients. It also provided
the product development team
with a set of improvement objectives
for future versions of
the software.
Trends
Positioning Statement
Based on the above research, we developed
a positioning statement that clearly outlined
the Brand Contract or offering. This became
the basis for the product’s slogan and became
the benchmark for all marketing and
sales materials that we produced.
Market Strategy
After reviewing their target audience we developed
a marketing program that would create
a significant amount of exposure in a
short period of time. This ensured that the
target audience would see something on the
new service in several places and generate
interest. The plan included:
· Print Ads in selected newspapers
· Media Releases for trade publications
· Direct Mail piece to opinion makers in target
companies
Test Before Launch
Normally, we recommend that our clients do
some form of market testing such as focus
groups or surveys, however the company felt it
had enough feedback from its sales staff that it
didn’t want to spend any funds in this area.
Business Objectives
Because we had done a detailed market analysis
we were able to determine the potential size
of the market and develop a sales estimate.
Artwork Based on Positioning
Our communication concepts focused on a new
product logo and a web site design that was
used on their existing application. The designs
were based on promoting the Positioning of the
Brand.
Marketing & Communicatio ns
Budget
This was a significant step for a company that
hadn’t needed to market itself too significantly.
We developed a complete budget that would
cover the cost of:
q Strategic Planning
q Logo & Web Development
q Advertising & Direct Mail
q Media Release writing, distribution and
follow-up calls
q Training
This complete approach gave them confidence
in the total cost of the product launch.
Sales Strategy
The strategy was to have the inside customer
service team contact the direct mail recipients
and sign them up for a two week free trial. At
the end of the two weeks, the customer service
team called a second time to gauge the usefulness
of the application and to potentially sign
them up.
This process worked well as it brought focus to
the target audience’s mind about using the
product. It assisted them by having knowledgeable
staff helping them to set up the trial
period. This worked so well that 10% of the direct
mail recipients signed up. At the end of
the two-week period, the target audience was
able to get questions answered about some of
the features they were having difficulty in using.
The result was enough signed up for annual
subscriptions to generate over $1 million in
annual sales
Integrated Marketing - To learn more about this author, visit Jim Adams's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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