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The first rule of marketing is focus. The second rule is focus. The third rule is focus.
We believe that to maximize your organisation's chances of success in any market you must:
- know where to concentrate your efforts (focus)
- impress the daylights out of your customers or clients (continuous improvement)
- stand out from the crowd (competitive advantage)
- be at the top of the shopping list (brand awareness)
Our services cover both marketing planning, brand development and the development of effective marketing communications.
As with our strategic planning processes, our marketing plans are tightly structured but begin from a broad base of ideas. Most planning projects start with a creative think tank to generate ideas from everyone in the organisation We place a lot of emphasis on clearly positioning the organisation or product relative to the competition. In keeping with current priorities in marketing, we always develop quantifiable objectives and clear accountabilities.
We have a very solid record of helping turn brands into category leaders. We go beyond the visual identity elements of brand. In any branding project we seek to integrate communications, environment, products and services and behaviour. The difference between an also-ran product and a true brand is that with a product customers say 'I'll buy that', but with a brand they say 'I'll buy INTO that'.
Our integrated approach to strategy and marketing gives us a perspective on communication that few advertising agencies, PR firms or graphic designers have. Too many organisations leave their marketing communications to creative people. Our belief is that creativity must be underpinned by a clear communications strategy.
In developing a communications strategy with each of our clients we focus on the needs of the target segments, we use checklists to ensure every piece of communication conforms to research evidence of what works and what doesn't work and we ensure that, from our vast network of contacts, we find the creative people best suited to our client. Attitude, communication style and ways of working with the client are key criteria for determining which agency will work best with each of our clients. We only engage agencies whose work impacts on the bottom-line. Awards for creativity mean little if the communication does not cause more customers to buy more products more frequently.
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