Just as there are times when it's smart to invest in intensive R&D, physical plant improvement, or staff development, sometimes it's smart to invest in a period of intensive marketing effort.
We designed our Marketing Ahead Of The Curve for companies ready for that step. In this tightly integrated partnership, we become an extension of your company. It's also ideal if you want to grow quickly, but have limited in-house resources.
We work with you to perform an intensive and detailed review of your challenges and goals. This is entirely different from the intelligence-gathering meetings that kick off most projects. In the Intensive Review, we're looking for ways that the decisions you make about your marketing can solve problems, support departments and efforts, and improve results throughout the company.
A strategic and tactical marketing plan sets objectives and milestones for the team, and helps maximize productivity, value, and results during the program.
We put ourselves where your customers are—online and in the real world. It helps us identify emerging trends and be attuned to customer needs that may be new to you. In our experience, this aspect of the program has far-reaching benefits that last long beyond the MAOTC program period.
These quarterly meetings include representatives of every department within your company that touches your customer. (We attend, too.)
For many of our clients, this is the first time since a company's infancy that executives, sales, R&D, production, shipping, marketing, and customer service have been together in a room to talk about their customers. It's always revelatory, and often exhilarating. It's also an extraordinarily effective way to profile the ever-changing face of customers, markets, and challenges.
Call it "marketing on auto-pilot." We help you identify important marketing projects that are continually postponed because there's just no time to get them done. We work with you to prioritize and budget for these projects. Then we execute them automatically and in order.
We build, maintain, and distribute a bank of creative resources for your entire organization. This includes web- and print-ready photographs, product and service descriptions, and layout templates for in-house documents and presentations.
The creative bank is a more extensive, and more versatile, version of our standard Creative Asset Management services.
Throughout the MAOTC program, we gather our own data and evaluate data supplied by our clients. We continually compare results to expectations, test our plans against the realities of a changing market, identify new opportunities, and make recommendations that keep our clients ahead of the curve.
To say that we found hidden profits in an email is not entirely accurate. We actually found hidden profits in hundreds of emails.
Our very first MAOTC client said that they wanted help with three specific challenges:
The solution to the simplest problem turned out to be the key to the others. That's because first, we looked. Second, we knew what we were looking at. Third, our client allowed us to act on what we'd learned.
To solve the leads problem, we set up the website to copy us on every lead that came through the site. It only took a few days to identify and fix the technical glitch that caused some of the leads to get dropped.
But we were reading the leads, too, and we kept reading them, for months. We tabulated all the job titles and other details. And we discovered that fully half of the inquiries came from influencers, not decision-makers. Not only that, but they asked for different products than the traditional buyers, at different times of year.
The client was aware of these leads, of course, and had responded to them. But it was conventional wisdom that since this audience never wrote checks for these products, it was a waste of time to market to them directly.
With the client's enthusiastic permission, we talked to them anyway, in a way that directly addressed the concerns and needs that the influencers had addressed in their lead forms. We refocused part of the client's website, and some of their marketing, to talk to this audience directly.
Sales went up. Seasonal dips began to flatten out. And our client was delighted to see that he was making gains against competitors in an area that they had not yet identified.
In fact, and to our surprise, many of them still haven't identified these influencers. Which is why we're not identifying our client in this case study.
Six months is the minimum. Twelve to eighteen months is about right for most companies. After that most programs can go on at a less intensive pace. Marketing Ahead Of The Curve requires a serious commitment from both agency and client. Once we sit down with you to review your goals, we'll help you determine whether the program is a good fit, and recommend how long we'll all need in order to achieve your objectives.
Yes. As long as one of the three slots is open, you can start at any time.
Marketing Ahead of The Curve is designed for:
If you'd like to know if you're a good fit, contact us.