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Platform

Acquire customers & amplify your message


A smart, strategic and systematic marketing solution, designed to acquire and engage customers at every relationship stage.

8 GUIDELINES
A strategic marketing solution for any size company, designed to deliver results at every level of investment.

1. Smart. A marketing solution focused on value and outcomes. 2. Strategic. Aligned with organizational priorities and consumer insights. 3. Differentiated. Designed to maximize opportunities in crowded categories. 4. Systematic. A process of activating your market at each relationship stage. 5. Measurable. Designed with outcomes and metrics in mind. 6. Integrated. Branding, customer acquisition, social business, public relations. 7. Flexible. A solution for every client and investment level. 8. Brave. For high-growth companies, ready for new direction and momentum.

2012 BraveMatters | Platform 20722

www.bravematters.com

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BUILD A PLATFORM
BraveMatters provides a foundation of marketing insight and strategic
Strategic Foundation
Who are tomorrows customers? How can we maximize our profits? How do our customers perceive us? How can we differentiate ourselves? How do we create value for our customers? What are our strategic priorities? What can we learn from our competition?

communications, designed to engage and activate customers and influencers at every relationship stage. Our goals are simple. Our entire platform is optimized to deliver value that, without question, advances our profit, loyalty, and amplifies your story. Successful brands are relevant to customers at multiple connection points; deepening relationships so that leads are transformed into customers and customers, transformed into loyal advocates and valued partners. Our program provides transparency and flexibility for any size budget, any category, anywhere in the world.

Brand Platform
What messaging helps improve our position? What visual assets support our brand? How do customers interact with us online? How does our sales process work? How can we leverage technologies to improve our sales.

Campaigns
How will we reach all of the stakeholders in our brand? Platform to advance stakeholders at every stage. Specific measures and metrics. Aligned communications. Search, Social, Public Relations.

2012 BraveMatters | Platform 20722

www.bravematters.com

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BE ALIGNED
Situation: When your marketing efforts arent aligned effectively
Benefits of Improved Alignment

Consistency in messaging Efficient use of investment Reinforcement of consistent position Repetition - multiple opportunities Improved measurement and optimization Insight - better opportunities for customer-feedback Long-term focus on every relationship stage Multiple-channels to better reach and activate consumers

When a marketing program lacks alignment

Increased cost and inefficiency Difficult to measure Short-term focus

2012 BraveMatters | Platform 20722

www.bravematters.com

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BE RELEVANT
The fastest way to differentiate your brand and expand your market. The value of trust and relevance in your brand.
Customer Values Has wants and needs and problems that you can solve. Theyll buy from you when your value proposition is confirmed under the scrutiny of other choices. Theyll remember you when you offer them value, knowledge and comfort beyond the transaction.

Your values You sell a product or provide a service that your customer values; however, that is often not enough to further a conversation beyond the transaction. Where can you connect?

Relevance Where your values and those of your customers intersect. This is the basis of your conversation. Its the reason that your brand will be remembered, shared, and loved.

Influencers and Advocates Customers trust friends, reviewers and journalists for information about solutions to their needs. When your brand and your offerings are relevant to trusted publishers, your visibility and loyalty can improve dramatically.

2012 BraveMatters | Platform 20722

www.bravematters.com

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FOCUS ON THE JOURNEY


Develop a marketing solution that is focused on winning critical touch-points at every stage of the customers experience.
Awareness & Consideration

PURCHASING JOURNEY

Evaluation What else should I consider? What criteria is important?

Bond

Share

Transform customers into partners and advocates

LOYALTY LOOP

Enjoy

Purchase

Experience How does it meet my wants and needs and preferences?


Customer Journey: McKinsey & Company

2012 BraveMatters | Platform 20722

www.bravematters.com

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STAGES
Platform follows a structured, systematic process, designed to maximize profit and provide an efficient approach to your market.

1
STRATEGIC FOUNDATION Consumer Insights Research Strategic Factor Analysis Competitive Analysis Market Selection Value Proposition Development Product Selection & Configuration

2
CAMPAIGN PLATFORM Personas & customer journeys Concepts and brand messaging SocialValue plan Public relations plan Organic seo with 1st page guarantee PPC advertising Display network advertising & retargeting

3
CONTENT DEVELOPMENT Blogging Press releases Surveys Case Studies Email campaigns SEO Page Optimization

BRAND PLATFORM Messaging Development Corporate Identity & Branding Guidelines Website Development Collateral & Communications Design Sales process design & CRM configuration

List procurement Quarterly campaign plan Media kit development

ONGOING CAMPAIGN EXECUTION Media relations Copy writing and content creation Social Engagement

PROGRAM MANAGEMENT Define metrics and develop dashboards Online client management center Monthly performance review Quarterly steering review

Website updates SEO Optimization Landing page development Online Advertising & PPC optimization Art direction, graphic design

2012 BraveMatters | Platform 20722

www.bravematters.com

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OVERVIEW
LAUNCH OVERVIEW $3,000 Month 1 YR Commitment P I LOT $5,000 Month 6M Commitment PRO $10,000 Month 90D Commitment ALL INCLUSIVE $2,500 to $12,000 Month 1YR commitment STRATEGIC FOUNDATION Research, confirmation, analysis and strategic marketing planning.
Market research required to evaluate new & existing markets and confirm assumptions about customer perceptions, competitive landscape, and develop specific value propositions. Depending on the depth of research required and alignment of existing strategies, this may require additional investment.

Custom program, configured for the unique requirements of each client, focused 100% on outcomes and objectives. Typically inclusive of all hours.

BRAND PLATFORM:

Development of key visual brand assets and media.


Sales collateral, visual identity systems, configuration of customer-relationship-management (CRM) systems, website development or other brand infrastructure required to execute your specific program. In most cases, requires additional investment, unique to each client.

CAMPAIGN PLATFORM

Always all-inclusive strategic campaign planning solution.


Integrating content marketing, brand messaging, public relations, search marketing, social marketing, permissionbased communications, direct mail and other advertising channels as they are specifically related to the clients campaign. Your campaign platform is designed to generate leads, create demand, and foster advocacy for your products and your brand.

PROGRAM MANAGEMENT

Comprehensive program management.


Fixed investment, all-inclusive management, monitoring, and continuous optimization of your program. Monthly reporting and review of the key metrics that drive unique success in each clients business.

CAMPAIGN COMPONENT CREDITS


All inclusive credits toward the development of strategic content and campaign components of your program. Inclusive of all hours required.

4 per month

8 per month

12 per month

CAMPAIGN IMPLEMENTATION HOURS


Variable, flexible hours allocated to your campaign platform for execution and necessary agility in the implementation of your ongoing campaign.

up to 16 per month

up to 24 per month

up to 40 per month

2012 BraveMatters | Platform 20722

www.bravematters.com

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CAMPAIGNS
About Campaigns
Campaigns are time-based programs consisting of aligned activities designed to increase awareness, inspire advocacy, and create demand for your products and services. Most programs are based on a 12-month engagement, so that results can be sufficiently developed and optimized. Our goal is to deliver positive financial outcomes; measurement, deeper insights, and tactical improvements are critical to the success of every campaign.

LAUNCH MONTHLY INVESTMENT CAMPAIGN PLATFORM Personas & customer journeys Brand messaging SocialValue plan Public relations plan Organic seo with 1st page guarantee PPC advertising Display network advertising & retargeting List procurement Quarterly campaign plan Media kit development PROGRAM MANAGEMENT Define metrics and develop dashboards Online client management center Monthly performance review Quarterly steering review COMPONENT CREDITS (max available per month) SEO Optimized blog (credits req. / max per month) Press releases Surveys Case Studies Email campaigns SEO Page Optimization CAMPAIGN IMPLEMENTATION HOURS (UP-TO) Media relations Copy writing and content creation Social Engagement Website updates SEO Optimization Landing page development Online Advertising & PPC optimization Art direction, graphic design Blocks of Additional Engagement Hours 4/1 2/2 16 x x x x x x x x 4/$500 x x x x 4 1/4 4/1 4/1 x x x x x x x x $3,000

PILOT $5,000

PRO $10,000

x x x x x x x x x x

x x x x x x x x x x

Campaign Platform
Once your brand foundation is in place, we plan, measure, and execute an integrated customer acquisition, and strategic communications program.

Program Management
Most campaign planning services are included in your investment, so theres never a meter running to discuss your program or provide you a report. Our online project-management services offer access to real-time information about your programs progress.

x x x x 8 1/4 4/2 4/1 6/1 4/1 2/4 24 x x x x x x x x 4/$500

x x x x 12 1/4 4/3 4/2 6/2 4/2 2/6 40 x x x x x x x x 4/$500

Component Credits
At each campaign level, monthly credits are allocated towards creating content components for your campaign. The table identifies the number of monthly credits available at each campaign level and below, the number of credits required for each component and the maximum components that can be used per month, e.g. (x/x). Example, a typical 300 word blog post requires 1 credit and 4 may be implemented per month.

Campaign Implementation Hours


Implementation hours provide additional flexibility in the execution of your program. Hours can be used for any of the identified items, provided that they are aligned with your campaign plan. In most cases, we allow 2-3 hours of overages to account for a wide range of variables with no additional investment required on behalf of the client. You may also request a custom or fixed investment campaign to ensure objectives are executed no matter how many hours are required.

2012 BraveMatters | Platform 20722

www.bravematters.com

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CUSTOMER ACQUISITION
An effective customer acquisition strategy depends on clarity and alignment at every stage.
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START WITH INSIGHTS Understanding your customer and category

CREATE DEMAND Creating awareness, value, and loyalty

CONVERT SALES Transforming warm leads into sales

1. 2. 3. 4.

Discover, listen and analyze Brand concepts and options Understand customer journeys Select strategic priorities

5. 6. 7. 8.

Awareness through advertising Awareness through Public Relations Sales processes, CRM and sales tools Search marketing (SEO)

9. 10. 11. 12.

Social channels Permission-based channels Tele-prospecting Test content

13. 14. 15. 16.

Evaluate customer feedback Optimize online conversions Retargeting warm leads Online analytics

17. 18. 19.

Shopping cart optimization Evaluate program metrics Insights and refinement

2012 BraveMatters | Platform 20722

www.bravematters.com

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ADVOCACY & AMPLIFICATION


Creating loyalty and awareness through social influencers and earned media.
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SOCIAL ACTIVATION Improving customer experiences and creating advocacy for your brand

PUBLIC RELATIONS Building awareness and loyalty

STRATEGY & LISTENING Audience insights and strategies for social value creation
9. 10. 11. 12. Content syndication Social search optimization Overall outcome measures Insights and refinement 13. 14. 15. 16.

1. 2. 3. 4.

Discovery and readiness evaluation Key communication objectives Understand social journeys Define outcome measures

5. 6. 7. 8.

Social listening ID social stakeholders Content creation Stakeholder engagement

Communications monitoring Campaign creation Media list development Media relations

17. 18.

Speaking opportunities Media measures

2012 BraveMatters | Platform 20722

www.bravematters.com

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START MARKETING
www.bravematters.com 888.236.8829

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