Marketing Business Builder™
Our Customized Approach to Business Building, Brand Strategy and a Greater Return on Investment.
Each client is unique. Our passion is to bring fresh ideas through experienced leadership and execution to build our client’s business. Our process includes the following 7 steps:
Step 1. Define the Engagement
We discuss your objectives and understand the deliverables, budget and timing.
Step 2. Discovery of Opportunities for Growth
Our team digs deep to execute our marketing audit to learn about your business and industry in order to lead you to efficiently and effectively build your business.
- Leadership insights
- Business review
- Research review
- Technology review
- Competitive analysis
- SWOT analysis
- Identify unique selling proposition
Step 3. Business Building and Brand Strategy
The most effective strategic marketing communication requires a complete integration of a company’s brand strategy with its overall business strategy. Successful integration develops a synergy of external targeted marketing communication that is authentically aligned with internal company employee communication about mission, vision and values.
- Mission is a sentence describing a company’s purpose, why it exists and its reason for being. It can also define primary customers, products and services and describe the geographical location in which the company operates.
- Vision is a statement articulating the inspiration, hopes and dreams for the business and is the framework for strategic planning.
- Values are operational qualities and qualitative goals which companies strive to achieve in all activities.
- Brand Unique Selling Proposition (USP) communicates the business’s differentiation in the marketplace.
- Brand Tagline focuses on the brand unique selling proposition, serves as the anchor to the brand story and complements the company name in marketing communications.
- Brand Authenticity Check is the evidence list identifying the reasons to believe in the brand unique selling proposition.
- Create Distinctive Brand Personality
Step 4. Marketing Strategy and Tactics
We prioritize the most effective tactics to achieve the greatest ROI within budget.
Step 5. Develop Emotionally Compelling Creative that Moves People to Take Action
We create relevant, original and impactful communications that break through the clutter.
Step 6. Go to Market
Our team ensures the brand message will be integrated across all marketing channels both internally and externally…from senior management to employees to vendors to customers.
Step 7. Monitor, Measure and Fine Tune Marketing Program to Achieve the Greatest ROI
The following are Holland’s comprehensive integrated marketing communications services:
Research
Accurate information to make data-driven decisions is critical in developing a strategy for your business.
- Brand strategy
Our team can help you identify your unique selling proposition by understanding your customers’ perspective about your company. We specifically identify the reasons why they selected you, what they liked most, what was new and different (unique) about their experience. Our creative team will then develop a compelling brand tag line to integrate into all of your communications. - Best customer profile
We help clients identify the customers that most frequently use the clients’ products or services – then find more people that look exactly like them.
When working with a limited marketing budget, directly reaching the “best customers” will enable us to invest marketing dollars more efficiently and effectively. - Client and customer satisfaction surveys
Increase your sales and revenue, identify and/or correct client and customer dissatisfaction by knowing the facts.
Internet Marketing
- Custom web site design – we create web sites that are not only visually appealing, but also effective in generating sales leads and online revenue.
- Writing web site copy – this is one of the most critical components of maximizing online sales lead generation, increasing revenue and getting top page rankings all at the same time.
- Search engine optimization – boost your page rank, increase traffic for your site and maximize sales leads and online revenue.
- Search engine marketing (SEM) and Pay Per Click (PPC) – instantly gain listings on the first page of Google, Yahoo or Bing, increase traffic to your site and maximize sales leads and online revenue.
- Web site analytics –We can create a web site that will maximize your sales leads and online revenue by tracking and analyzing the pages visited within your site.
Media planning and buying
Our media strategist has over 20 years experience and is passionate about staying ahead of technology. She is adept at developing fresh ideas that achieve a greater ROI for our clients – that’s why we apply a “test and learn” strategy in everything we do. We offer comprehensive planning and buying for magazines, newspapers, outdoor, mobile advertising, all forms of online advertising, national and local trade publications and broadcast.
Direct marketing
Successful campaigns have a strong offer, a “call to action” and are easily tracked and measured. Our team deliveries a greater ROI using the following strategies: direct mail, email, social media, couponing, online advertising, telemarketing and television advertising.
Advertising and corporate communications
All communications need to be successfully integrated with the overall branding strategy for the client. Our team has the experience to ensure this is achieved in all marketing channels, including sales literature, videos, trade show marketing, print, broadcast, outdoor advertising corporate identity and more.
Word-of-mouth marketing
Our specialist in this area enthusiastically shares proven and practical ways to leverage social media to grow your business and shares ways to implement social media successfully into your overall marketing strategy. Together we can help you:
- Create one-on-one relationships to bring a brand to life both online and offline.
- Engage authorities with influence to build trust in a brand’s promise
- Leverage third parties to lend credibility to a brand
Mobile marketing
We engage with those who have raised their hand and said they want to have an ongoing relationship with a brand via SMS mobile messaging. Our team can help you devise a successful strategy to deliver news on your products / services and provide mobile offers and coupons to drive sales. Additional strategies we use to connect interactively with the saavy smartphone consumer are QR and Microsoft Tag codes and apps.
Public / media relations
Our team is smart and saavy – we deliver memorable PR campaigns designed to capitalize on each client’s brand. We provide unique insights and forward thinking strategies that will create buzz and achieve results. A few of the services we provide our clients include: key messaging and story development, targeted media coverage including print, online and broadcast, media kit development, media alerts and releases, events, press conference planning and new product launches.
Measurement and analytic tools
It is imperative today that brands embrace analytics to understand what’s working and what isn’t. Our team customizes strategies for clients to help make data-driven recommendations for improving ROI. The measurement services and tools we include are: web analytics, digital media analysis, direct response reporting, search engine optimization, SEEstats, visistats, phone analytics, key performance indicator (KPI) dashboards and traditional media measurement and goal alignment.
The Marketing Business Builder by Holland
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