Chapter 4 Marketing Research: Gather, Analyze, and Use Information.
Analyze your marketing
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Transcript of Analyze your marketing
Ask Yourself…Does your strategy, branding,
and messaging come together to successfully promote
your company or product?
When is it time to think about
Branding?
1. If you have a new company or product 2. If you need to change your name because it no longer fits your business or you have a trademark conflict
3. If you have merged
4. If you need to reposition or renew your brand and need to communicate more clearly the message to your customer
New CompanyI did naming, brand developmentand positioning theme
Name ChangeI did new brand development
Refresh brandI did new logo and positioning
Branding Examples…
Do you need to develop new
Brand Literature?
Your literature is another brand touchpoint.Is it tired, out of date or doesn’t fit your new brand image?
Each brand touchpoint from literature to web, is an opportunity to increase awareness andbuild customer loyalty.
Are you sending out the right brand message?
New Corporate BrochureA company with impressive clients, needed to update their look and capabilities to communicate more clearly to their target market.
Literature Examples…
New Company Sales ToolsStartup company needed marketingmaterials. Pocket folder with overviewof company and sell sheets weredeveloped targeting their primary markets.Literature / Website
Literature Examples…
Refresh Brand And LiteratureA 45 year old manufacturing company need to glamorize their image, claim their position in the market and attract more international business.New branding & Positioning / sales literature / tradeshow booth
Literature Examples…
Does your
Website Communicate clearly to your target audience?
Your web presence is your face to the world.Ask yourself:
Is your message crafted clearly and professionally?
Is your site easy to navigate?
Do the visuals support your brand image?
Is it informative enough to have return viewers?
Do you look like a market leader?
Website for a new companyResponsive website to be viewed on all mobile devices. CMS for client content management
Website Examples…
www.steamfire.com
Website for a new companyResponsive website for aMedical/Technology company
www.compassmd.com
Part of a rebranding projectResponsive website for 60 year oldManufacturing company positioning them for growth and to enter new markets
www.kerekindustries.com
Does your
Advertising attract readership?
Placing ads in publications, consumer or trade, is costly. Both content and visuals have only a second to stop a reader. The ad must be compelling and clearly communicate your value proposition. It has to evoke a need or emotion in the reader to geta response.
How is your readership and ROI on youradvertising dollars?
Trade ad for a roofing companyAward winning ad in Architectural West Magazine
Trade and Consumer Ad Examples…
Consumer ad Ran in Runners’ World Magazine
Consumer ad Ran in Chicago Bridefor Burr Ridge Hotels
Trade AdRan in an ArchitecturalPublication for a metalfabrication company.
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