Marketing Strategy

Here are some examples of strategic marketing and business advice from our Consultants. As you can imagine, most of this information is sensitive so we haven't given you the company names.

Overall Strategy Example

Profile of client

A small service provider for the Manufacturing and Engineering sectors. This client had several diverse revenue streams promoted within one brand.

Problem

This client found it difficult to establish themselves as a serious business force, even though the revenue streams had massive potential.

Our advice and delivery

We re-branded the business, as the brand name and image were forgettable - which was proved when we analysed what their clients were typing into search engines to find them. The re-brand included four separate sub-brands, which enabled the business to split out their revenue streams into four defined markets, and gave us the ability to produce different marketing activities for the sub-brands. This was essential as some of the revenue streams were B2B and some were B2C marketing and therefore needed different approaches.

Alongside the sub-brands we built four websites and enhanced the search engine ranking over a nine-month period. We also produced high-quality corporate literature, direct mail and email campaigns. Previous attempts at marketing were the typical 'home made' flyers that you still see in many business.

Where are they now?

Three years on we are still working with them. They have split out the sub-brands into separate businesses with our advice, and are now growing each business with a clear exit plan for each. They have two e-commerce ventures that we market researched, developed, designed, built and optimised for search engines. They also have four times the employees than they had when we were engaged and they are much more profitable. Part of the work we were involved in was providing a commercial analysis on their business in terms of enquiries converted into orders and also increasing the value of their orders. This involved market research and pure business commercial advice from our Directors.

We have produced regular PR campaigns in business magazines and their websites all enjoy high positions on the major search engines. They win lots of business from our email marketing campaigns and the business now employs a team of telemarketing executives who are dedicated to one of their revenue streams.

Internet Strategy Example

Profile of client

This client is £100M+ turnover business who provide gourmet-quality food into top celebrity kitchens throughout the UK. Although they provide the trade they had an e-commerce site built by a Website Company to provide consumers with the same food online.

Problem

Not enough business through the website! The site was producing 1000 visitors a month but not much business.

Our advice and delivery

We work with them on an ongoing basis, going onto their premises once a month and working offsite for them throughout the rest of the month. We started by analysing their traffic on the site. This included:

	finding out how people got there
	what keywords and phrases did they type in to find them on search engines
	how many pages they viewed on average
	how much traffic was relevant against non-relevant accidental searches
	how they fared with their pipeline - how many people that viewed products then went on through the shopping process and how many we lost along the way
	popular pages
	other ways that traffic found the site (directories etc)

Using our software we found out how many people searched for their favoured key phrases and keywords during the last sixty-days on Google, MSN and Yahoo serach engines.

With all of the analysis in place we produced a strategy to attack the consumer market. This included:

	email marketing strategy to existing clients
	email marketing strategy to prospects
	PR
	natural search engine promotion (AKA search engine optimisation), not pay per click
	strategic alliances with like-minded businesses

Where are they now?

Within the first six months of working with them they are enjoying 5000 relevant visitors a month - 60% of the previous 1000 visitors a month were landing on the site accidentally. Their orders have multiplied over and above the percentage increase in visitors and each time an email campaign goes out they enjoy lots of traffic and orders. Our email campaigns are themed and informative.

We also have many exciting projects that we cannot discuss at the moment that are imminent.