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Monthly Archives: August 2017

Small Company Marketing Consultants

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

Boost Business With Promotional Tents

Promotional Tents Uses

Promotional tents can be used in a variety of ways and by various types of businesses. They can serve as an extension of your business, like for example a restaurant that creates a provisional seating space, where guests can dine. In addition, they are ideal for exhibits, corporate events and trade shows. You can also use them to put up a shop at farmer’s markets and local fairs, since they are easy to set-up and collapse.

If you regularly hold special sales events to persuade customers to visit your business, it may help to buy one. When you want to attract a big crowd, this can work to your advantage, since the presence of a tent often catches the attention of people.

Promotional Tents Benefits

Besides providing help in setting up a sales area at events outdoors, and allowing employees to be productive even if they are out of the office, there are more benefits that these structures could give. You can use them to market your brand and advertise special promos. You can maximize their use because they are sturdy and last long without fading.

These tents can serve as a private place where staff can converse with customers during outdoor events. They can protect you and your display from all kinds of weather conditions as well.

They can bring your business to the next level, in which your business is not only limited to your store or office. You can take these tents along to different outdoor events to let you connect to more customers. Every time you set up one, you give your business a marketing boost.

Selling for Small Businesses

Knowing your customers
This is one of the many selling tips that can work for your business. Instead of treating your customers as just income sources, you can indulge a little more and try to know them better. This can involve you giving them a form where they can state what their interests are and what they love best, especially when it comes to getting products and services.

By doing this, you will be in a position to know what to enhance in your store and what to bring to make sure that in future when they come, they will end up purchasing more since you will have all the things they like.

Cross selling
This involves offering your clients other relevant items to go with whatever purchase they have made. Managing to make your customer buy other items apart from the ones he or she has chosen can increase sales a great deal. However, make sure that you are not too pushy and only show the relevance of purchasing that extra item to suit the first one.

How you approach and treat your customers can make them end up purchasing more than they had planned to initially.

Get Partnership With PR Agency

To allow a PR agency to deliver the best results, work together to allow them to know about your brand in order to develop the most compelling story. With the knowledge of the ins and outs of your company, rest assure that your PR team will generate stories that accentuate your business. Achieve clarity by stating what you want your PR agency to deliver will neatly align PR practices with your business goals and intentions. Such clear lines of communication pave way for your PR agency to represent your company with the most suitable campaign. Most importantly, transparency is key to a trusting client-agency relationship that will unlock doors to an interesting PR campaign.

Clearly set forth project objectives that your PR agency can achieve at the end of a PR campaign. The often overlooked aspect of stating your aims to your PR team in black and white is a timeless tip for everyone. In the flow of work, the involvement of multiple parties may complicate the broth of your campaign. Hence, the best recipe to a successful PR campaign is to ensure regular updates and communication between you and your PR agency. That way, too many cooks cannot spoil the broth for they are working on the same (recipe) page.

Finally, providing open and honest feedback to your PR agency will facilitate an understanding that is crucial to your PR campaign. In this delicate dance of dealing with problems while maintaining amicable relations, heart-to-heart communication is a substantial step to smooth issues out. A proportionate amount of feedback reporting clarifies communication, thereby expediting your PR projects. Not only does honesty improves client-agency relationship by clearing the air, it also sheds light on ideas for your PR campaign. Such efficient work behaviour makes the most out of your partnership.