: what we do

Marketing and Advertising Campaigns

We give clients a great combination of what it takes for successful marketing and advertising: (1) Research, (2) Creative Positioning and (3) Effective, Affordable Media Placement.

Research

No campaign can be effective if it doesn't make an emotional connection with the target.   Before you can connect, you have to know "who," "where," and "what" make up the target market.  That means research: simple, affordable, quantifiable and results-oriented information.   Nobody provides that information better than we do.

Positioning

Positioning is the most important aspect of a successful marketing and advertising campaign. It requires careful, thorough thought and analysis.  

Here is how we approach the positioning process: identify a specific attribute that will set the company, product or service apart from competitors.   In other words, what is the one single, simple thing your company is known for - or wants to be known for - that separates you from the pack.  

This positioning statement is the first thing you want to come to the mind of the market when your company is mentioned.   It must be simple, believable and relevant. It must be spelled out in terms your market understands, not necessarily the way your high school English teacher would have preferred.   (Some people call this "branding."  Go here to get more information).

How do we develop a positioning statement?

• Research the market and determine all significant competitors known to the market.

• Write a one-sentence definition that describes each competitor's market position. Include their slogans and advertising materials, noting whether or not that position is tenable.

• Scope the "mind of the market," identifying how your market truly views your company.   (This can be a painful process. It's a good time to remind you about "not shooting the messenger").

• Finally, we identify several specific attributes about your company or product that can favorably separate you and your product from the competition.

• Pick the best, or most appropriate to the current circumstance, positioning statement.   It's possible you may be able to use more than one.   Keep it simple and direct.   If it's obvious, then make sure it's relevant.   Express your position in strong, vivid, colorful words.

• Test the positioning statement and see how well it flies.

Effective Media Placement:
Get your company out where people can see it.

Media impact depends upon where you are, who you're talking to and what you want to say.   Our specialty is to help you choose the best media (or combination of media) to get your product positioning up-front and in-the-face.    For more about how we can help your business, see our Media Placement, Evaluation and Negotiation page.

 

Two years ago,a 39-minute interview led to a $60,000,000 gain in non-interest deposits for a North Carolina Community Bank.

What can we do for you? Let us know.