Marketing Communications
Have you identified your most valuable customers or prospects, and the
touch-points of their customer journey?
The Customer Journey
Does the customer experience at each touch-point consistently represent your brand?
Are you missing opportunities to engage your customers and leverage their advocacy on behalf of your brand?
Do you listen to what they say and measure what they do?
Have you identified the most critical points of contact to invest in for the greatest return on your marketing dollars?
These are just a few of the questions we ask ourselves (and you) when looking at a client’s business. The customer journey is no longer linear. It is also no longer within your complete control. It means you (and we) have to be where they are, when they are looking for what you offer, and present them with a compelling opportunity to engage with you instead of your competition.
Obviously today that means paid search or online advertising for a lot of businesses. It also can mean social, email, mobile or retail point of sale. And for almost all consumers, it still means traditional media such as broadcast, print or out-of-home. The challenge is, it is increasingly difficult to decide where to spend your marketing dollars. And, not only are the channels more complex, the opportunity to segment and define your customer down to the individual level, makes communications more complex.
We like to say that we have no bias as to what marketing solution we recommend for our clients, but in fact we do. We strongly believe in an integrated marketing approach. That’s why we:
- Consider both your prospect’s search and purchase behavior and your sales approach.
- Segment your customer by behavior and value.
- Evaluate every potential touch-point, identify gaps and opportunities and prioritize marketing spend against your business objectives.
- Develop a plan to address each of your target customer segments, and establish performance objectives.
- Leverage the appropriate technologies to cost effectively achieve your business objectives and measure our performance against them.
The recommendations we include in our marketing plans are not limited to media. For example:
- For a multi-unit hospital system we recommended they centralize their call center and improve their scheduling and referral process.
- For a plumbing franchise we suggested implementing a customer satisfaction and referral program.
- For a regional healthcare insurance company we recommended customer profiling to provide better insights for their CSR’s.
- For a regional bank we suggested an added-value business customer recognition program delivered through social media and their website.
The bottom line is, it is all about your bottom line and doing what is right for your business.
