Getting Comfortable in 2018! See Food Company – Brand Consulting Case Study

Food Company – Brand Consulting Case Study

Developing a comprehensive brand strategy to reposition a food company

The Challenge:

Service company repositioning in today’s Digital World:

  • Introduction to new markets and products
  • Consumers lack of knowledge
  • Slowing category and growth
  • Brand image clarity

 

The Solution:

Re-evaluate the persona’s to align with the new positioning, expansion of footprint adding video:

  • Optimization of relevant content on the website and sponsors based off of persona’s
  • Additional landing pages with CTA to receive targeted product information benefits
  • Bringing excitement to life with video and images
  • Staying true to the beginning message of what made the company unique while spotlighting its bend and move into the new direction of digital and consumer driven markets

 

Results:

  • Seamless integrated marketing
  • Engagement with landing page offers which in turn gave the company a confirmed audience characteristic to continue to attract
  • Delighting their customers giving them a committed audience, customer retention and customer gain
  • Expert image in the food industry with quality, price and presentation

 

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Resources: Strategy method, Inbound Marketing.

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Digital Marketing Transformation a Challenge? See Case Study!

Digital Marketing Transformation a Challenge? See Case Study!

“It’s not about doing ‘digital marketing’, it’s about marketing effectively in a digital world.”

Diageo CEO Ivan Menezes

Developing and implementing a digital marketing strategy for improved efficiency, including paid and organic search.

Moving away from “one size fits all” to flexing digital transformation policies to meet clients needs and wants.

The Challenge:

A service company endeavor seeking to amend marketing efficiency as it tackles:

  • Strong-growing expansion
  • A history and habit of relying on a traditional media marketing ( local print and trade show events ) as an affective digital strategy
  • Returning an unclear and undefined ROI and
  • Pending a website launch with limited familiarity with the digital marketing and core element

 

The Solution:

The leadership team joined forces with the sales and marketing department to:

  • Audit assets and capabilities – using captured data
  • Bringing in help from the outside world; keeping a company balance
  • Investigate component parts of their whole; the companies relationships in making up the whole to spotlight and initiate the most profitable service lines by demographics
  • Pioneer the execution of a marketing listening tool ( Marketo, Crimson Hexagone )
  • Integrated marketing communications (IMC) advertising such as PR, SEO, Social Media, Blogging, Email marketing

 

Results:

  • Strategy plan
    • New website, SEO, Google Analytics
    • Organic and paid search ranking improved
    • Increase of email memberships, gained new clients, stronger and higher Social Media following, ROI growth
  • Healthy Company Heart beat

 

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Resources: Strategy method, Inbound Marketing. Marketing Week

Invest in Data – Self Storage Consulting Case Study

Storage Facilities Case Study

Local Company Increases Occupancy with Targeted Paid Campaigns

A self storage company located in the Dallas Texas metroplex, with multiple locations found themselves at a stagnant place, behind their competitors with declining sales. They had been in business for over 20 years, starting with a single location.

The Challenge:

Business was declining and the cost of paid advertising was raising constantly but not producing new business, as marketing shifted to organic search / online search. To make the situation worse, a new national chain self-storage company built a new, modern facility right across the street. The new competitor had a large advertising budget, modern facility and low prices. This company had to take action to bring in new business to increase their occupancy rate and compete with the new competitor.

The Solution:

In the FIRST year the company sat in on several meetings with their current paid advertiser at the time, Yellow Pages. With the account executive, regional manager of  Yellow Pages the self storage company wanted to be they fully were informed and understood what was being offered and if the marketing strategy should be redirected or changed. The self storage company produced search and lead generation data that showed the Yellow Pages online efforts were not effective. The company negotiated an “incentive based” package with Yellow Pages that provided free service if leads were not generated. At first, the only effort was a small online pay-per-click campaign to draw comparisons to the Yellow Pages results built off of the new buyer persona’s developed from the data.

In the SECOND year, the Yellow Pages campaign had produced poor results and the storage company then expanded their efforts to a broader pay-per-click campaign, revising the persona’s, a new website utilizing long tail keywords, images with alt text that was mobile friendly and some additional solid local SEO strategies. (See previous blogs for further information on SEO)

Results:

 Once the Yellow Page efforts were reduced and a more integrated online marketing campaign was implemented, the results accelerated. They were able to produce a steady stream of new leads, concentrating efforts on local college students, Military families locating to Texas and the downtown population who view convenience of  location as an importance.

Special offers were highlighted in the website and online advertising. They were targeted to seasonal opportunities, like college students storing their dorm room items for the summer.

By the end of the SECOND year, occupancy rate had increased from 65% to 95%. The self storage was competing strongly with the new facility across the street. Their Yellow Pages monthly investment had dropped to a small percentage of what it was when the project started. Additionally, they had full visibility into where their marketing investment was going and what parts of it were producing new business.

You might want to see my three part series of Digital ” Dream Big Aiming High “.

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Resources: Strategy method, Inbound Marketing

Increase your Brand – Hospital Supply Consulting Case Study

Hospital Supply Case Study

Developing a brand strategy for a hospital supply service company with education and customer retention.

Quality branded products distributed with educational training for an affordable fashionable price. Customer satisfaction and continued growth; that is the idea and goal to clinical providers in this demanding healthcare environment today.

The Challenge:

Account Executives within the hospital equipment company were needing to increase customer retention, brand awareness, educational literature and reorders.

 

The Solution:

After determining and discussing specific strategies for accomplishing the proposed solution a gifting program was customized for customer retention, educational blogs with buyer persona front and center, recognition via Social Media and stakeholder ” buy in “ to go over existing customer concerns, address findings & gather positive information to then utilize within the business development team and customer service to implement across the company.

 

Results:

  • Account Executives were able to Segment out their clients for targeted marketing for the future and buyer persona’s were updated.
  • Account Executives loss of client reduced by 60% and sales increased by 40% in 90 days.
  • Issues uncovered and resolved by 90% which in turn created a referral increase of 20%.
  • The company was able to increase their Account Executives hiring by 1, bonus’ increased with the Account Executives and reduced the turn over within the organization.
  • Secured a company awareness and assisted with the reconstruction of the buyers journey to implement in for the future.
  • An increase of profit and secured orders for the future and gained a working referral program.

 

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Resources: Strategy method, Inbound Marketing.

 

 

 

7 Qualifications of Digital Marketing

Abundance of information for our consumers in the Digital World

With an abundance of information for our consumers to absorb, marketers are coming to the conclusion that it is out of our hands and directly in the hands of the consumers.

 In a multi devise, multi-channel world content must be present and relevant.  

 

Electronic Devices

Review Sites

7 Qualifications:

  • Engage individual on their own time
  • Interaction with buyers
  • Tell a continuous story
  • Verify the right fit for your channel
  • Pre-purpose
  • Clear defined metrics
  • Evergreen built into your footprint

Be relevant! Break through the noise!

Break through with content
Don’t get lost in the abundance of the world!

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Resources: Strategy method, Inbound Marketing.

A Promotion of Elegance with Evergreen

Evergreen Content

Clean, Healthy and Elevating.

Our HUMAN sensory can almost bring this image to life simply because of the mind.

This is why in marketing Evergreen content is called Evergreen.

Evergreen content is SEO content that is continually relevant and stays “fresh” for readers.

Evergreen stands the test of time!

 Article Topic Suggestions

  • Love and Romance
  • Food
  • Finance/Saving Money
  • Parenting
  • Weight Loss
  • Jobs and Careers
  • Pet Care

Having Evergreen content on your site gives you the potential to have loyal and repeat customers bringing in the familiarity of who you are. Of course you want to make sure your content is catered to your niche business

Tips for Writing Evergreen Content

  • Don’t Write for the Experts
  •  Avoid Overly Technical Language
  •  Narrow Your Topic
  •  Link Posts Together
  •  Repurpose your content

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Resources: Strategy method, Inbound Marketing.

Want a milkshake? Where’s  your go-to place?  I absolutely know mine

Customer Delight

Without a doubt, it’s a restaurant near me that’s mastered the malt to cream ratio with style.

I’ll admit I give this restaurant my dedication, but not every business is so lucky. But the ones that implement the DELIGHT stage are!

To get customers to recommend businesses as passionately as their favorite malt shop and keep them coming back for more, most marketers have to go above and beyond normal customer service and deliver unmatched customer delight.

What is Customer Delight?

Customer Delight, the final stage in the inbound methodology, is defined as surprising a customer by exceeding his/her expectations and thus creating a positive emotional reaction.

In other words, it’s more than just satisfying people with the product.

According to HubSpot, it’s about creating “a remarkable experience to users that focuses on their needs, interests, and wishes that leaves them so satisfied, they can’t help but go out and sing the praises of your brand.”

Satisfied customers use your product, but delighted customers are loyal and actively promote your brand through word-of-mouth.

Take a moment to go over your customer delight within your company, see if your giving that perfect milk shake and bringing the customers in.

Here are a few quick suggestions within certain industries:

  1. Service company might give away an item to use at home.
  2. Educational industry could consider dedicating a certain area in their building for their students that re-enrolled for a certain amount of hours.
  3. Health business’ can offer free screening to their clients.

Once a client is with you, keeping this client in the delight stage should be a given but unfortunately now a days this is not true. Be that company that stands out by simply showing off your DELIGHT abilities.

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