“By failing to prepare, you are preparing to fail.” —Benjamin Franklin
Every successful marketing campaign begins with a well-thought-out plan. We map out everything from the start so you can see where we’re going and how we aim to get there.
To do this, we compile a company profile and a workbook of Campaigns, Personas & Products (CPP) that outlines everything we need to know for successful marketing campaigns.
CPP WORKSHOP COMPONENTS
Customer Lifetime Value (CLV)
CLV is a metric that projects how much money a customer will spend over the life of their business relationship with you. It’s cheaper to keep existing customers than it is to lure in new ones, but how much cheaper is it? That depends on your business and your customers, so we use a CLV calculator to determine the dollar amount. How many times would you spend $1,000 to make $10,000?
You might know your general target audience. But do you know the people who make up that audience? Buyer personas are generalized fictional characters that help you identify and get to know your ideal customers. We work with you to better understand whom you’re selling to, what they want, and why they’re buying.
Unique Selling Point (USP)
Your audience might be looking for your product, but they’re looking at your competitors as well. You need a solid USP to convince potential buyers—especially your competition’s customers—to choose you. We’ll help you develop a strong USP by understanding both your product or service and your buyer personas.
Once your potential buyers are interested in you, it’s time to convince them to act. Your value proposition focuses on how your product will improve your potential buyers’ lives. Whether it solves a problem or just makes things easier, your value proposition should clearly and compellingly state what your product offers.
Your brand is the embodiment of your business—its image and personality. The most effective brands closely align these principles across all departments, media and communications. From your logos and colors to your social media presence, we’ll help you develop branding guidelines to present your best self to your audience.
To paraphrase Sun Tzu: “Know thy self; know thy enemy.” Market research helps you answer questions about your industry, yourself, your competitors and your audience. Do you know why you win sales, or why you lose them? We’ll answer those questions together and put you in a better position to win.