Marketing Guidance

Today’s more competitive and cluttered media environment necessitates new thinking of how to reach a target audience effectively. The interactive abilities of the Internet, handheld devices and more sophisticated electronic media provides a plethora of communication choices. How does a company effectively communicate its new products and services to a new or expanding market? The Soundings Group can help offer guidance to small, medium and start-up companies serving the consumer, B2B or B2C markets, domestically or internationally. These areas include:

1. Optimizing a value proposition

Developing a relevant and convincing selling proposition is key in today’s competitive market place. A sound strategy, competitive assessment, understanding the consumer decision making influencers and emotional appeal all contribute to creating a compelling sales story or message bundle.

2. Branding

A brand is more than a logo. It is a promise to a potential customer, client or user. A brand strategy may encompass a portfolio of brands necessitating a consistent look, projected image and connection. The Soundings Group has exceptional expertise in developing brand names, brand portfolios, brand identities and features to help strengthen brand equity.

3. Advertising

The effectiveness of advertising, especially broadcast is being questioned more and more. However, other forms of advertising, such as banner ads on the internet, endorsements, testimonials, direct mail, outdoor and placements in movies may be appropriate for specific brand building efforts.

4. Promotion

Promotion spending for many companies has increased, and often generates more spending than advertising. Promotions vary widely, from give-ways pens, banners and squeeze toys with a company’s logo, to sophisticated trade show displays, multi-media programs, issuing electronic coupons via a personal computer, mailing CDs, using webinars, frequent purchase programs and cross branding.

5. Public Relations

Historically a corporate function, PR has taken a more active and integrated role in marketing programs. PR related recommendations can include press conferences, live events, sponsorships, generating news stories and articles for the press, issuing white papers and providing funds or space for public meetings. Its role is becoming more important for new product or service launches, whether for generating free articles or technical reviews in the press.

6. Sales Support

Sales people and departments often need support to help maximize their sales efforts. This may include developing sales materials, brochures, fact sheets, documented success stories or data from secondary or primary research to support a product feature, claim or benefit.

7. Market Research

Key Soundings Group personnel are experts in market research. The company has utilized a wide array of qualitative and quantitative market research techniques to help provide valuable insights to help grow a client’s business. Some of these approaches include conducting focus groups, in-depth and executive interviews, implementing idea generation sessions, advisory boards (especially medical), and surveys of all types.

The key to any market research is to bring forward valuable insights and not just report the data. The Soundings Group excels at generating valuable insights from market research studies. These insights help companies to make decisions and to further support growth strategy opportunities.

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