Marketing Research—Ranging from customer surveys to perception and competitive positioning studies to brand evaluation, brand transfer, and brand extension assessments. Research services include:

• Generative research (“What might work?”)
• Evaluative research (“What should work best?”)
• Auditive research (“How did it work?”)

Marketing Resource Allocation—One of the greatest wastes in marketing is trying to do too much with limited resources. Better to do a few things well than attempt to do a whole bunch of things. This review will include spending on all marketing resources (including staff) and will identify the least effective 20 to 30% of your marketing budget. Those resources can then be reallocated to initiatives with a higher ROI or applied to other priorities—like profit.

Brand Marketing Programs—When you need increased awareness—a change of customer attitude or perception that differentiates you from your competition and leads to increased sales. Brand Marketing programs include:

• Corporate/product identity
• Corporate/product positioning
• Brand promise/brand rationale
• Internal communications
• External communications

Direct Marketing Programs—When you need increased response—a measurable action or behavior by customers and prospects that leads to an increase in inquiries, sales leads, sales, and better customer retention. Direct Marketing programs include:

• Response Analysis
• Media Plan (Direct Media, Interactive Media, and Traditional Media Advertising)
• Testing Plan (Media, Offers, Formats, Copy)
• Personalization Plan
• Data Capture, Data Hygiene, Database Development and Maintenance
• Response Management, Fulfillment, and Reporting

Customer Relationship Management—CRM is more than software evaluation and installation—it is a philosophy of doing business that changes individuals and organizations. Our expertise is how CRM impacts and leverages the following customer acquisition initiatives:

• Advertising
• Public Relations
• Direct Marketing
• Interactive Marketing
• Event Marketing
• Sales Promotion

Variable Data Printing & Precision Messaging—Learn how to apply this converging database and digital printing technology to maximize current customer relationships, increase response, and to minimize inventories and obsolescence of traditional offset printed literature.

Consulting Services—Maybe you have an interim, immediate opportunity or just want to talk about marketing—for an hour, a day, or want to retain someone to facilitate a three-day retreat where you leave with a complete marketing plan. Other services available on a contract basis include:

• Opportunity/idea assessment
• Marketing staff search, selection, and evaluation
• Advertising/PR agency search, selection, and evaluation

Creative & Campaign Development—You can contract for creative direction, copywriting, and art direction* to support marketing communications plans that use the following media:

• Direct Media
  • Postal mail
  • Email
  • Telephone
• Interactive Media
  • Internet/Web
  • CD-ROM
  • DVD
• Traditional Media
  • Print Advertising
  • Television Advertising
  • Radio Advertising
  • Outdoor/Out-of-Home

Media Planning & Buying—Can range from an audit of your current media spending and an evaluation of alternatives to a complete media plan, which includes the following:

• Research
• Strategy
• Fact Finding
• Implementation