All of our current clients employ multiple channels in their branding programs. Most combine traditional outbound "push" messaging with digital, inbound "pull" experiences. Our goal in multi-channel branding programs is to always have push messages and pull experiences weave a seamless and continuous loop of consumer engagement.
This loop sits on an analytics platform that allows for program measurement as well as content and media optimization.
We build our knowledge platforms with data from our clients, the market, and proprietary sources. Where there are gaps in knowledge or an absence of resources, we suggest conducting our own research.
All the data we aggregate is then cleaned and refined from raw information into actionable intelligence that provides the basis for strategies and the insights for message and experience content.Read more+
When setting strategies, we address the basic questions of business goals and objectives: target audience, channel preferences, product or service benefits and features, but add one more element- success/performance criteria.
Establishing upfront how a strategy will be judged in the marketplace greatly informs creative executions as well as lays the foundation for content, media optimization and continued connection programs.Read more+
While many channels, especially those in the traditional world, are fully commercialized, many of the new digital channels and social platforms are not. These newer channels have their own cultures and behaviors that must be understood and respected if they are to provide real value.
We believe the key to successful multi-channel programs is in understanding how each channel in a given program will influence the other. It is not enough to simply have these channels connect, they must have a relationship. That relationship is the brand.Read more+
Whether measurement is built in, as it is in digital channels, or we have to bolt it on to more traditional push channels with URLs, QR codes or phone numbers, our goal is to always have a marker attached to every communication.
On the most basic level our measure everything philosophy provides us with metrics to optimize media and messaging. On a higher level it helps create a foundation upon which judgments of a more intuitive nature can rest.Read more+
Certainly, every client wants to track, improve and create the highest degree of efficiency for his or her marketing programs. Often most of their efforts are centered on optimizing media spend and messaging content. That's a great start, but there is a bigger view - a view that also includes optimizing product or service attributes/benefits. And, for direct marketers, that view includes optimizing offer elements and optimizing production costs.
Additionally, as sentiment indices continue to gain legitimacy, the less tangible/more intuitive aspects of a marketing program can be represented in the data mix. This allows for proper tracking of ROMI (Return on Marketing Investment) and ROBI (Return on Branding Investment).Read more+
CONTINUED CONNECTION PROGRAMS
Traditional marketing programs have the singular goal of achieving a transaction of some type. We see things slightly differently. In our view, we see the transaction as a primary goal - which makes it no less important or imperative - and something we call Continued Connection as a secondary goal.
Continued Connection is the next iteration of Customer Loyalty Programs or CRM. When Continued Connection is part of the overall strategic consideration set for creating marketing programs it builds in paths and touch points for communications after the transaction. These post-transaction communications can be used to build brand advocacy, a brand network and can have a long-term positive effect on budgets.Read more+