Marketing Campaigns
.png)
Marketing is critical to your business success. Doing it right involves much more than advertising, public relations, or sales. Successful marketing requires that a business understand who its customers are and what their needs are at that moment. Then, a business must create, implement, communicate, and deliver the right solution at the right time. Many businesses fail somewhere in the marketing campaign process. However, business owners and managers do not have to accept mediocre results from their marketing efforts and waste precious marketing dollars on marketing solutions that just do not work. CEO READY will design a custom-tailored marketing compaign to take your company’s sales to a new level without wasted time, resources, or capital. We promise higher revenue, increased profits, larger market share--guaranteed!
There is a method for developing and implementing a successful marketing campaign. It is hard work and common sense, formulas and fundamentals, patience and perseverance, number-crunching and creativity. Our role at CEO READY is to provide the methodology, drive the process expeditiously forward, and to ensure precise execution. We employ time-tested methodologies armed with the latest technologies.
Our starting point with any marketing campaign is to develop a broad understanding of our client’s business and industry and the particular business challenges at hand. Our marketing campaigns yield excellent results because we work to develop an insider's understanding of a client's business and industry with an outsider's perspective. And by better understanding all the issues affecting a client's business, CEO READY is better equipped to apply our research.
We study each client's business model, looking for its strengths, weaknesses, opportunities, and threats. Developing effective strategies across a range of marketing disciplines – including branding, pricing, market segmentation, and marketing spending effectiveness – requires broad insights into customers and their needs. We establish clear objectives that align with business realities, review the client’s existing research to assess the need for new work, and then determine which research approaches, designs, and analyses will generate the most actionable insights for the current business challenge.
Once the research data is in hand, we begin the process of interpretation and synthesis. Our expertise, along with our familiarity with both the client’s business and the marketplace, enable us to cull the most actionable insights from the research data generated. We provide a tailored solution that directly addresses our client’s specific business objectives.
Drawing on our expertise in marketing theory, branding, advertising, and sales force management, we apply innovative ideas – using specific tactics and an in-depth understanding of marketing technologies – to create a focused, results-driven marketing strategy. The marketing strategy, which is aligned with the overall business plan, identifies a broad set of principles that unify the recommendations generated from the research and analysis phase. We then expand on traditional marketing principles to ensure that clients exceed their sales goals and objectives. Key contingencies are identified and client marketing strategies adjusted throughout the implementation process. The end result of this process yields a detailed roadmap for phased implementation - the marketing plan.
Market Assessment and Competitive Analysis
CEO READY's market assessment and competitive analysis provides a critical input to formulating a robust marketing strategy for our clients. The focus on this analysis is on the "three C's" - customer, competitor, and company. The results of our market assessment and competitive analysis provide vital insight into a client's target market, the strengths and weaknesses of your competitors (regarding product, people, place, price, and promotion), and potential brand and business-related growth opportunities.
Market Segmentation
Market segmentation recognizes that most companies have limited resources, and therefore need to explicitly identify and deliver on target-specific requirements. Quantifying a customer segmentation framework gives companies a clear understanding of the most attractive market segments, including their size, profitability, and growth potential. From this, resources can be better aligned to meet customer needs, both today and in the future.
The 5 P's of a Marketing Plan
The successful, effective marketing of your company, product, or service is much more than taking out an ad in the newspaper, running a radio spot, or sending thousands of direct mail pieces. Marketing your brand means showcasing your unique offering and reputation to your target audience — reaching them at the right time and right place. In order to reach your target market both economically and efficiently, CEO READY provides a multi-faceted marketing plan that includes analysis of the "Five P's" of traditional marketing, a S.W.O.T. analysis of your business model and target market(s), and a competitive analysis of your market(s). The S.W.O.T. analysis identifies the opportunities and threats and the strengths and weaknesses as they relate to your business model and competition - confirming or revising our branding, advertising, and promotional strategies implemented in the marketing plan. The "Five P's" of traditional marketing include:
Product: define products and services - highlighting any competitive advantage(s).
People: identify the demographics and socio-economic characteristics of target market(s).
Place: identify the geographic target markets where targeted customers can be found.
Price: determine appropriate pricing model and create a pricing policy for target market.
Promotion: determine the advertising and promotional strategies suitable to target market.
A unique brand can be a company’s most valuable intangible asset. Research indicates that strong brands can provide up to a 25% total revenue advantage over the competition. CEO READY helps clients identify how they can best invest their brand-building resources for profitable revenue growth. We develop integrated branding solutions based on your company's target market(s), as well as in the company’s clearly defined business model. CEO READY works with clients to define, differentiate, and position brands to maximize customer relevance and competitive differentiation.
CEO READY believes that successful brand building boils down to making good on a set of promises to your target market(s). Over-deliver on what you promised to your customers - create brand loyalty. Thus, brand loyalty is best generated by excellent customer service, and not strictly through "traditional" branding activities. CEO READY provides clients all the required tools to develop and implement a branding strategy that focuses not only on your company's products and services, but also on what separates your brand from the competition's brand--customer service.
Key issues to be addressed:
▪ What are customers' needs and buying processes?
▪ How do customers perceive your brand relative to key competitors?
▪ What are the company's relative strengths, weaknesses, opportunities, and threats?
▪ What opportunities exist for improving the company's market position?
CEO READY provides end-to-end branding services across three core areas that have proven effective in increasing brand revenue and reducing brand-related costs.
Brand Strategy. Through our work with clients, we have identified the key elements that distinguish the brand strategies of successful companies. We develop effective strategies that are based on superior customer insights with a clear understanding of future economics, and we work with clients to build an organization’s ability to deliver on the brand promise. The brand strategies we develop for our clients integrate these elements in order to maximize revenue and profitability.
Brand Building Efficiencies. CEO READY does more with less. Today's marketplace requires companies to sell their products and services in the face of more competition for an increasingly smaller section of the market. However, marketing spending must be restructured so that cuts do not negatively impact brand performance and long-term brand equity. CEO READY believes that doing more with less requires new approaches that manage spending as both a cost and an investment. CEO READY has helped clients realize revenue growth between 15- and 20-percent and cost reductions between 15- and 25-percent by applying our "do more with less appraoch" to brand building.
Brand Integration. Professional branding involves the development of specific objectives, strategies, plans, and tactics to drive the business. Whether this involves external communications or integration of internal initiatives, CEO READY helps develop the optimal brand action plan and can also assist with implementation.
Newspaper ads or magazine ads? Outdoor billboards or banners? Radio commercials or television commercials? Grand opening events or special promotional give-a ways? Pay-per-click online advertising or press releases? Cub Scout sponsorship or magnetic vehicle decals? Many advertising alternatives - less of an advertising budget?
CEO READY assists clients in creating, planning, and implementing advertising campaigns. We have researched the Metro Detroit advertising market and developed an extensive network of advertising partners that help us produce creative, yet economically prudent advertising campaigns. Whether a single advertisement or, more commonly, an ongoing series of related advertisements, CEO READY provides cost-effective, professional advertising campaigns that result in maximum brand exposure that increases our clients' sales and return on marketing investment.
CEO READY understands the true value of public relations (PR) in today’s marketplace. For instance, a sound PR strategy should:
▪ extend your marketing exposure budget because media use the releases without cost to you
▪ create more credibility than any advertisement - no matter how well placed
▪ establish your company as the "experts" in your field.
▪ drive sales and bottom-line profits.
Many small to mid-sized businesses don’t have the budget to bring in a high-powered ‘hired PR gun’ or professional PR Agency with their big retainers and overhead. CEO READY helps clients strategize and develop a message and public relations plan aimed at providing clients with results-oriented media coverage--no matter the PR budget. We deliver "big agency" results without the "big agency" invoice. CEO READY offers all the essential elements of a PR campaign including: message development and positioning strategy, media and analyst relations, blog programs and blogger relations, news programs, contributed articles, white papers, and much more.
Public relations is a process, not a one-time event. A public relations strategy will prepare you to take full advantage of opportunities that arise to promote your company and brand(s) to your best advantage. We can work with you to create interest in a new idea, product, or service; to influence targeted groups; to defend a product or service that has suffered from negative exposure; and to generate additional income for your product or service through effective communications. We will work with you to maintain contact with members of the media, distribute your press releases, media advisories, features, and other public relations writing, and can teach you how to craft effective angle and pitch stories that are more likely to catch a journalist’s attention.
The CEO READY PR model is really quite simple. First, we spend time learning about your company, your management team, your products, your customers and, above all, your core value proposition. We aim to become expert in all aspects of our clients' business and technology. Then, we perform a media review — we figure out which media (print, broadcast, video, websites, social networks, blogs, etc.) are best suited to getting your message in front of your target market(s). We next apply our marketing and PR experience to formulate a PR strategy and develop goal-oriented tactics that will establish and grow your brand(s). Finally, we implement your PR strategy by getting your company's brand and image in front of the optimum mix of editors, reporters, bloggers, analysts, pundits and key influencers. And, as a result of our PR campaign, the "buzz" begins. People start talking about your company, your products and services, and your brand.
CEO READY will coordinate and implement all public relation materials and events to provide a consistent brand awareness and positive marketing image at an affordable price.
• press releases
• media kits
• online PR submissions
• online press room contents
• whitepapers and trade magazine articles
• promotional events
• promotional product give-aways
• print and electronic handouts
• website development & optimization
• trade shows
• customer appreciation events
• on-site open houses
• advatorials
• public service announcements
• speeches and presentations
• and other PR materials unqiue to your business or industry
For more detailed information about our marketing programs and services, please Contact Us.
|
Practice Areas 
