|
Once your brand positioning statement is defined, it is time
to begin developing effective marketing campaigns in order to reach your target
audience. In a recent survey of over 250 firms with an average annual marketing
budget of $200 Million each, more than half do not use forecasts to calculate
expected ROI on their measurable campaigns*. It's like trying to shoot fish in
a pond... just point your gun and start firing away. While you may have been
lucky enough to hit one or two, a majority of shots were wasted away due to
lack of patience and planning.
As a result of the
recent global economic downturn, large firms as well as small businesses are
learning to do more with fewer resources. Budget cuts mean fewer employees and
less dollars allocated towards marketing. Today, it is essential for all firms
to utilize every resource to its fullest potential. With our Marketing Campaign
Management process, we can help you effectively plan, forecast, and measure
powerful and impactful campaigns. Our goal is to help you elevate sales and
grow market share, with positive, profitable results.
The Marketing Campaign Management process:
Planning: Determining tactical marketing executions based on
your brand positioning statement. Utilizes the marketing behavioral impact
model and is focused on where your brand is positioned with regards to the
phases of the marketing cycles: awareness, evaluation, trial, and /or loyalty.
Forecasting: Evaluating campaigns prior to launch to determine
effective ROI, as well as setting goals and quotas. Demand generation marketing
campaigns,which makes up over half of all marketing activities, can be measured
using financial metrics. Therefore, financial return on marketing investment
(ROMI) can be used to predetermine the impact of these campaigns to your bottom
line. Taking it even further, it is also important to conduct a sensitivity
analysis by varying the assumptions in the model, in order to better define the
best, worst, and expected outcomes of these campaigns. If you are planning
marketing campaigns without these financial metrics prior to launch, then you
are just shooting aimlessly into the pond, hoping your aim will be on target.
Measuring: Monitoring
campaign performance in real-time, not just after the campaign has ended, can
yield the best results. After all, the marketplace is not static, and neither
should your campaigns. By proactively and continuously monitoring marketing
campaign executions, tweaks and enhancements can be made immediately in order
to react to changing market conditions, and ultimately provide the desired
return on marketing investment (ROMI).
------------------------------------------------------------------------------
Our Goal
It is our goal to help our business partners increase their performance utilizing the
three essential parameters for long-term, sustainable growth.
Market Share: Growing your business not just because demand
increases, but because your brand's superior value proposition is realized by
your target audience, resulting in brand trade-off at your competitors'
expense.
ROMI: Achieving a
more favorable Return On your Marketing Investment on each marketing campaign
by figuring out the best cost-effective solutions which would result in a
higher monetary return.
Profits: Increasing share and closely managing every
marketing investment will yield higher profits and ultimately set up your
business to be more profitable in the long-term.
*Source: Kellogg School of Management, 2010
| 
Sales / Marketing Campaign Management
