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Dock29   A Marketing Agency   The How
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Dock29 A Marketing Agency The How

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As the premier Sarasota Advertising Agency, dock29 - a marketing agency, deploys proven marketing strategy, tools, methods to build brand, drive sales, and generate leads. The first and only …

As the premier Sarasota Advertising Agency, dock29 - a marketing agency, deploys proven marketing strategy, tools, methods to build brand, drive sales, and generate leads. The first and only accountable Sarasota Advertising Agency.


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Transcript

  • 1. a marketing agency
  • 2. brands we’ve had the pleasure of working foronline and offline for the last 10 years!
  • 3. researchbrand positioningbrand developmentcall trackingcommunications auditscampaign performance reportscompetitive researchconsumer segmentation
    corporate identitycorporate identity guidelinescross-channel marketing
    cross-channel marketing optimizationfocus groups (traditional & online)logo development
    mall interceptsmedia performance forecastingsales propensity mapping
    satisfaction studiessplit run testingsurvey development &managementSWOT Analysistelephone interviews
    strategic planningcompetitive ad trackingmedia recommendationsmedia ranking reportsmedia spending summariespromotion and incentive program
    interactive marketingadvertising planning and placementdirect response marketing
    e-commerce web  site development
    electronic inquiry generation
    search engine marketingsearch word buyingsite optimizationweb site (static & content managed)website consulting & analytics
    services
    account managementbudget analysis & reporting
    hispanic marketing market planning
    media planningmedia buyingmedia proofingtrademark infringementcreative developmentart direction
    broadcast production supervision copywriting
    concept developmentcontent analysis
    design & illustrationforms and survey designprepress productionpublic relations & press
    special events & promotions
    template design & modificationtesting and analysis
  • 4. websitemicrositesaffiliate managementshopping enginesemailtelevisionradiobillboardsmobileyellow pages/online and offlinesponsorshipstrade shows and publicationsmovie theatrebus boardsmagazinesnewspapers
    holistic media approach
    catalogscall center promotionssearch enginespodcastingRSSflyers and brochuresletterhead and business cardsblogs
    save
    30%
  • 5. the need
    • how do we acquire new customers and make our current customers more profitable?
    • 6. what should we be spending on advertising as it relates to sales?
    • 7. which parts of our advertising is working? which isn’t?
    • 8. are we capitalizing on the trends in the industry and avoiding pitfalls?
    • 9. what is our competition doing that’s making them successful?
    • 10. is our brand positioned properly now and for the future?
    • 11. are we optimizing our media based on performance independently and cooperatively?
  • marketing strategypart 1 of 7
    Comprehensive Market Plan
    (CBSA/DMA Market Definitions)
    INDUSTRY INTELLIGENCE
    • Peak Sales Months/Seasons
    • 12. Market Sales Potential
    • 13. Top Product Categories
    • 14. Other Important Facts About This
    Type of Business
    • Ad Copy Points
    • 15. Target Customers (by demographic)
    • 16. Target Customers (by Mile Radius)
    • 17. Top Factors People Consider When
    Choosing This Type of Business
    • Lifestyle Analysis (where available)
    • 18. Other Important Facts About Typical
    Customers
    • Industry Trade News
  • marketing strategypart 2 of 7
    ADVERTISING/MARKETING BUDGET
    • Annual Sales per Location
    • 19. Annual Advertising Budget (percentage of sales method)
    • 20. Annual Advertising Budget ($ per employee method)
    • 21. Local Media Spending (available with Borrell Ad$pend™ upgrade)
    • 22. Average Marketing Expenditures (available with Borrell Ad$pend™ upgrade)
    • 23. Co-op Advertising Availability (where applicable)
    • 24. Most Actively Used Co-op Programs for Advertising (where applicable)
    • 25. Co-op Source Report (where applicable)
  • marketing strategypart 3 of 7
    CONSUMER SPENDING/BUYING TRENDS
    • Consumer Spending by Life Stage for Primary Business Type
    • 26. Consumer Spending by Life Stage for Secondary Business Type
    • 27. Consumer Spending by Zip Code for Primary Business Type
    • 28. Consumer Spending by Zip Code for Secondary Business Type
    • 29. Consumer Spending Trends
  • marketing strategypart 4 of 7
    MARKET DEMOGRAPHICS
  • marketing strategypart 5 of 7
    COMPETITIVE ANALYSIS
    • Quantitative & qualitative primary and secondary research
    • 37. Industry Specific Criteria
    • 38. Competitor Specific Criteria
    • 39. Alternative Product/Service
    • 40. SWOT Analysis (strengths, weaknesses, opportunities, threats)
  • marketing strategypart 6 of 7
    BRAND POSITIONING
    • Identify brand “feel”
    • 41. Unique Value Proposition
    • 42. Positioning Strategy
  • marketing strategypart 7 of 7
    MARKETING & ADVERTISING STRATEGY
    Strategically target customer segments based on:
    • budget
    • 43. unique value positions & positioning
    • 44. competition
    • 45. internal operations/POS/CRM
    software
    • media strengths and synergies
    • 46. industry trends (SWOT)
    • 47. consumer interest points (needs
    analysis)
  • 48. plan
  • 49. a marketing agency
    track clicks, calls and optimize performance
  • 50. the formula
    …yeah that simple