The R.O.I. Group
Return On Imagination.
Marketing Focusing Resources on the Greatest Opportunities. When most people think of marketing, they think of marketing tactics. Why? Partly because they're fun – advertising is fun, promotions are fun, and so are many other tactical activities. But tactics, though important, are useless without having a sound strategy. A sound marketing strategy is based on analysis – customers, your company, competitors and market segments. In other words, identifying and capitalizing on the greatest opportunities. Having a solid understanding of your customers means having insights into their behavior, their motivations, their brand perceptions and brand preferences. Important customer information to consider includes: Who’s buying? How often? Who’s not? Why? Where and how do they live? Do they like what they’re getting? Do they like the competition? Who are their customers? What product attributes or benefits do they require? Who’s involved in the purchasing decision and what role do they play – gatekeeper, end-user, influencer, final decision maker? Is there any seasonality or buying cycles to consider? A Word About Positioning Positioning is the way you want customers and prospects to think and feel about your brand. People don't just ''buy'' a product. They ''buy'' the concept of what that product will do for them, or help them do for themselves. For example, people who are overweight don't join a franchise diet center to eat pre-packaged micro-meals. They ''buy'' the concept of a new, thin, happy and successful self. Serta makes innerspring mattresses, but they don’t market innerspring mattresses – they market a good night’s sleep. Kodak sells film, but they don’t advertise film – they advertise memories. Having a clear sense of your product – what it stands for and how it best serves your customers – means you’ll have a competitive strategy to successfully position and market your products and services today and years to come. Your Target Market Take time to discover who your best customers are and how to effectively reach them. The time-honored marketing adage remains in force – 20% of your customers are buying 80% of your products. And, knowing their media consumption habits, for example, will allow you to reach them efficiently and cost-effectively. Remember, your target market isn’t the whole market. It’s made up of the best customers, the most easily retained customers and the most readily converted customers. Marketing Services The R.O.I. Group provides the following marketing services: • Competitive analyses • CRM programs • Direct marketing • Email marketing • Key messaging • Market segment analyses • Marketing plans • Mission, vision, values • Perceptual maps • Positioning • Sales promotions • SEO/SEM services • Sponsorships • Strategy and tactics • Target market profiling To discuss your company’s marketing needs, contact Bill Barrick. Thank you. P: 714.504.5214 |
