Response Marketing Capabilities


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Response Marketing Capabilities

  1. 1. Capabilities
  2. 2. RESPONSE <ul><li>WHO WE ARE </li></ul>
  3. 3. Who We Are – The Energy Source <ul><li>Full-service integrated marketing communications agency </li></ul><ul><ul><li>Not focused on any one marketing discipline </li></ul></ul><ul><ul><li>Take an integrated approach to marketing </li></ul></ul><ul><li>Core competency </li></ul><ul><ul><li>Integrating traditional marketing with emerging technologies </li></ul></ul><ul><ul><ul><li>B2C - Retail and on-line environments </li></ul></ul></ul><ul><ul><ul><li>B2B </li></ul></ul></ul>
  4. 4. Who We Are – The Energy Source Account & Strategy Team Creative & Production Team Business Development Team Printers & Display Manufacturers Market Research Highly Technical Programming Copywriting Web Hosting INTERNAL AGENCY STRUCTURE Electrical/Industrial Engineering EXTERNAL STRATEGIC PARTNERS
  5. 5. <ul><li>WHAT WE DO </li></ul>
  6. 6. What We Do – The Electrical Current <ul><li>We are an agency that works with our clients to create programs that have the “Power To Provoke” a RESPONSE </li></ul><ul><ul><li>Our goal is to drive results for your business </li></ul></ul><ul><ul><ul><li>Clearly understand objectives and desired outcomes </li></ul></ul></ul><ul><ul><li>Our approach is customer-centric </li></ul></ul><ul><ul><ul><li>Align ourselves with your style and your needs </li></ul></ul></ul><ul><ul><li>Our capabilities are multi-faceted </li></ul></ul><ul><ul><ul><li>Design custom programs tailored to your needs </li></ul></ul></ul>
  7. 7. Response Tactical Capabilities <ul><li>Account Services </li></ul><ul><ul><li>Strategic Planning </li></ul></ul><ul><ul><li>Brand Development </li></ul></ul><ul><ul><li>Co-marketing partnerships </li></ul></ul><ul><ul><li>Brainstorming </li></ul></ul><ul><ul><li>Account/Program Management </li></ul></ul><ul><ul><li>Event/hospitality planning and execution </li></ul></ul><ul><ul><li>Trade, channel and retail marketing </li></ul></ul><ul><ul><li>E-Commerce </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Advertising and Promotional planning and management </li></ul></ul><ul><li>Creative Services </li></ul><ul><ul><li>Design & layout </li></ul></ul><ul><ul><li>Logos </li></ul></ul><ul><ul><li>Copywriting </li></ul></ul><ul><ul><li>Package Design </li></ul></ul><ul><ul><li>Photography </li></ul></ul><ul><ul><li>Illustration </li></ul></ul><ul><ul><li>Web based creative (HTML, flash, etc.) </li></ul></ul><ul><ul><li>Animation </li></ul></ul><ul><ul><li>Multi-media </li></ul></ul><ul><li>Production Services </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Fulfillment </li></ul></ul>Our tactical capabilities include, but are not limited to the following:
  8. 8. What We Do – The Electrical Current Integrated Marketing Convergence of Traditional & New Branding & Identity Advertising & Media Promotions Sales Support Public Relations Digital & Mobile Marketing
  9. 9. What We Do – The Electrical Current New Brand Positioning Concept Limited Time Promotional Offer Transit Ad Sell Sheet Table Tent at Retail Digital Media Integrated Marketing Convergence of Traditional & New
  10. 10. Branding & Identity – Orange County Choppers & Various Branding & Identity: Our approach to branding begins with our genuine passion to create a strong brand message while embedding the brand identity into the consumer’s consciousness. We’re determined to build lasting bonds with consumers based on loyalty. Through distinct visual imagery and strategic positioning that embodies our client’s brands. We aim to increase brand awareness and garner lifelong customers. We specialize in conceiving an emotionally engaging approach to branding that establishes a foundation for long-term growth and recognition while inspiring an immediate and positive response to our client’s brands.
  11. 11. Digital Marketing Digital Marketing: We are at the forefront of the evolution of digital marketing and all its growing capabilities. Our extensive knowledge of the various existing digital avenues is an increasingly essential component to the development of a brand. We understand the importance of connecting the consumer directly to a brand through the latest technologies, including the internet (websites, email, IM, desktop applications, widgets, etc), cell phones (wireless marketing), and databases.
  12. 12. Digital Marketing – Websites
  13. 13. Digital Marketing – Websites 2006 2007
  14. 14. Promotions Promotions: Whether it’s consumer, trade or event based, promotions drive specific messages to a targeted audience and attempt to persuade an identified customer to enter into a mutually beneficial business relationship. Promotions can help create a controlled or predetermined perception of a company. Promotions also change existing impressions as well as change an individuals behavior by influencing them to perform a desired course of action that supports a company’s objectives . .
  15. 15. Promotions
  16. 16. Advertising Advertising & Media Buying : Response’s philosophy towards advertising is to deliver a “single-minded proposition”) in a unique and visually appealing way that reaches the maximum potential audience engaging and breaks through the crowd. It is our imaginative approach that sparks dialogue and interest. Response works in all mediums including print, television, radio, internet, mobile, outdoor, etc.
  17. 17. Advertising
  18. 18. Advertising – Star Brand Imports (Heineken) Kalik Imported from the Bahamas Zywiec Imported from Poland Moretti Imported from Italy
  19. 19. Sales Support / POP Sales Support: With the creation of stimulating and informative sales support materials such as launch kits, digital presentations, brochures, promotional literature and other collateral materials we help communicate your product story to your sales force and throughout your distribution channels with a clear, consistent message that stays true to your brand’s identity.
  20. 20. Public Relations Public Relations: Our approach to media relations is not to overwhelm news decision makers with blast press releases or voice mail messages, but rather, to establish a working relationship with them in order to provide resources and information. Our team conducts research, tries to find local, national or trade angles and alternative news hooks – we are proactive and opportunistic and do whatever it takes to help key news decision makers develop a story.
  21. 21. RESPONSE <ul><li>HOW WE DO IT </li></ul>
  22. 22. How We Do It – The Power To Provoke <ul><li>Get “Plugged In” to your business needs </li></ul><ul><ul><li>Industry Research </li></ul></ul><ul><ul><ul><li>Identify trends/issues you may be facing </li></ul></ul></ul><ul><ul><li>Meet with you </li></ul></ul><ul><ul><ul><li>Discuss specific challenges </li></ul></ul></ul><ul><ul><ul><li>Review immediate and long term needs </li></ul></ul></ul><ul><ul><ul><li>Share preliminary ideas </li></ul></ul></ul>
  23. 23. How We Do It – The Power To Provoke <ul><li>“Power Up” the team working on your business </li></ul><ul><ul><li>Set up the creative and account team assigned to your business </li></ul></ul><ul><ul><ul><li>We are strategic and smart, but also flexible and fun </li></ul></ul></ul><ul><ul><ul><li>Want to work with you in a way that best suits your style </li></ul></ul></ul><ul><ul><ul><li>Be sure that you are comfortable with the team </li></ul></ul></ul><ul><ul><ul><li>Ultimately, the team becomes an extension of your business </li></ul></ul></ul>
  24. 24. How We Do It – The Power To Provoke <ul><li>“ Power Up” the team working on your business </li></ul><ul><ul><li>Exchange information with you </li></ul></ul><ul><ul><ul><li>Continue to research and learn about your business and specific assignment(s) </li></ul></ul></ul><ul><ul><ul><li>May do some qualitative research by reaching out to your customers </li></ul></ul></ul><ul><ul><ul><li>We will try your product/service for first hand knowledge </li></ul></ul></ul>
  25. 25. How We Do It – The Power To Provoke <ul><li>“Power Up” the team working on your business </li></ul><ul><ul><li>Marketing Strategy Development </li></ul></ul><ul><ul><ul><li>Competitive Analysis </li></ul></ul></ul><ul><ul><ul><ul><li>Direct and indirect competition for your share of the market </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>SWOT </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Market leaders, new entrants, etc. </li></ul></ul></ul></ul><ul><ul><ul><li>Customer Information </li></ul></ul></ul><ul><ul><ul><ul><li>Demographics: Gender, Age, Income, Geography, etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Psychographics: Personality, Values, Attitudes, Interests, or Lifestyles </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Behaviors: Usage rate, Loyalty </li></ul></ul></ul></ul>
  26. 26. How We Do It – The Power To Provoke <ul><li>Program Development - Flip The Power Switch On </li></ul><ul><ul><li>Take inputs from you, our research and analysis and craft a project/creative brief </li></ul></ul><ul><ul><ul><li>Background </li></ul></ul></ul><ul><ul><ul><li>Assignment </li></ul></ul></ul><ul><ul><ul><li>Objective </li></ul></ul></ul><ul><ul><ul><li>Strategy </li></ul></ul></ul><ul><ul><ul><li>Target Audience </li></ul></ul></ul><ul><ul><ul><li>Key Message/Promise/Single-Minded Proposition </li></ul></ul></ul><ul><ul><ul><li>Support </li></ul></ul></ul><ul><ul><ul><li>Executional Considerations </li></ul></ul></ul><ul><ul><ul><li>Budget </li></ul></ul></ul><ul><ul><ul><li>Timeline </li></ul></ul></ul>
  27. 27. How We Do It – The Power To Provoke <ul><li>Program Development - Flip The Power Switch On </li></ul><ul><ul><li>Share the brief (with you and internally) </li></ul></ul><ul><ul><li>Change, revise and ultimately agree </li></ul></ul><ul><ul><li>More research (if needed) </li></ul></ul><ul><ul><ul><li>In field observations </li></ul></ul></ul><ul><ul><ul><li>On tactical elements </li></ul></ul></ul><ul><ul><li>Ideation/Brainstorm </li></ul></ul><ul><ul><ul><li>Based on the project/creative brief </li></ul></ul></ul><ul><ul><li>Conceptualization </li></ul></ul>
  28. 28. Concepts that satisfy the current thinking Concepts that challenge the current thinking Concepts with a fresh perspective How We Do It – The Power To Provoke The Creative Continuum
  29. 29. The Creative Continuum - Example Creative that satisfies the current thinking Creative that challenges current thinking Creative with a fresh perspective
  30. 30. How We Do It – The Power To Provoke <ul><li>Program Development - Flip The Power Switch On </li></ul><ul><ul><li>Programs/Tactics </li></ul></ul><ul><ul><ul><li>Deliver on objectives </li></ul></ul></ul><ul><ul><ul><li>Builds brand equity </li></ul></ul></ul><ul><ul><ul><li>Compelling </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul><ul><ul><ul><li>Measurable </li></ul></ul></ul><ul><ul><ul><li>Has the “Power To Provoke” a positive RESPONSE </li></ul></ul></ul><ul><ul><ul><li>On budget and on time </li></ul></ul></ul><ul><ul><li>Execution </li></ul></ul><ul><ul><ul><li>Manage all of the details of executing projects/programs </li></ul></ul></ul>
  31. 31. <ul><li>Program Review – “Recharge” </li></ul><ul><ul><li>Measure results </li></ul></ul><ul><ul><li>Lessons Learned </li></ul></ul><ul><ul><ul><li>Apply to current or future development </li></ul></ul></ul>How We Do It – The Power To Provoke
  32. 32. <ul><li>Our integrated and strategic platform results in: </li></ul><ul><ul><ul><li>A reduced number of outside vendors that results in decreased overhead & increased margins. </li></ul></ul></ul><ul><ul><ul><li>An established and effective quality control standard that guarantees you’ll get what you want when you want it. </li></ul></ul></ul><ul><ul><ul><li>Minimized rework and accurate project estimates. </li></ul></ul></ul><ul><ul><ul><li>Executable, effective strategy that drives consistent messaging & greater brand equity. </li></ul></ul></ul><ul><ul><ul><li>Relevant, engaging messaging delivered by effective & preferred communication vehicles. </li></ul></ul></ul><ul><ul><ul><li>One point of contact allowing you to do the things that you want and should be doing. </li></ul></ul></ul>RESPONSE - Results
  33. 33. <ul><li>AWARDS, TESTIMONIALS & CLIENTS </li></ul>
  34. 34. Response Awards
  35. 35. Client Testimonials Boomer Esiason – Former NFL Great and Pro Bowl Quarterback “ It’s very important to me to have anything that has my name or my foundation’s name attached to it, to be done with careful consideration and to the highest quality.  For the past three years, I’ve been working with Response Marketing who’s been an integral part in developing innovative, effective promotions and events that have resulted in great successes for all of us.  The results of their efforts have helped me create long lasting relationships with supporters of the Boomer Esiason Foundation, my fans and the customers of our corporate sponsors.  I genuinely enjoy the relationship I have with Response Marketing and I look forward to continuing to work with them and create great work together.” Susan Andranovich – Yale University School of Medicine “ RESPONSE rose magnificently to our challenges and helped us create print ads for all our specialties. When we wanted to reach a different target audience, Response came up with a radio and internet ad that was unified in what we wanted to project. The staff at Response is patient and always there to immediately respond to any queries we raise. Their level of detail and willingness to work with us to portray the right images was in line with our style of doing things. We will continue to work with Response in the future and thank them for our success.”
  36. 36. Client Testimonials Todd Langston - Director of Brand Management at BOSTITCH (A Stanley Company) “ The ‘Fat Head’ ad campaign developed for Bostitch by Response Marketing has been a great success for us. It didn’t just break through the clutter… it broke through with a sledgehammer! It stopped our target audience in their tracks and ultimately resulted in a connection with our sales people which is exactly what we wanted! This campaign has evolved into a widely recognized and well-connected promotional campaign for Pallet Plus nails and for Bostitch!” Teresa Dodson – Director of Strategic Partnerships at Logitech “ I appreciate the level of detail, polish, professionalism and quality that went into this movie and every project coming from Response, they are really top notch! It’s been such a positive experience and Logitech has been able to stretch creatively with a new and different style and reach new audiences.” Mary Anschutz – Star Brand Imports “ Smart. Strategic. Flexible and fun! Response is a fantastic agency for our company because they truly partner with us on a continuum of elements starting with strategic planning and working all the way through to tactical tools. The depth of knowledge, experience and talent within the Response team provides a high level of confidence. At the same time, the Response team is open to new ideas and incorporating other thoughts and suggestions. All of these attributes lead to very strong and actionable solutions that provide positive results.”
  37. 37. Clients
  38. 38. Contact Us! Response, LLC 100 Crown Street New Haven, Connecticut 06510 (O) 203.776.2400 (F) 203.376.3511