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Flexible marketing services
Effective marketing delivery is often more of
a black art than a science. Many marketing professionals
just rely on tired standard approaches such as
exhibition stands, product focused seminars and
mailshots or telemarketing to generate leads.
Some focus on expensive collateral and mailers
to create the image that will bring in the deals.
Growth Works also use all
these techniques, but our approach is to keep
a clear focus on the ROI from marketing and we
work closely with sales to ensure that every activity
is fully supported and followed up to win the
deal.
We will work with the client’s
own marketing staff to review marketing activity
and advise on how those activities can be more
customer centric and issues-based. Our experience
across multiple industry segments means that we
take a market led approach to marketing delivery
rather than a product led one.
We will provide a number of
marketing activities from start to finish and
have included examples of the time taken for each
in the list below. Typically we will work on a
fixed price basis to deliver these activities
ensuring that the client has a clear view of the
costs upfront. Working with the client’s
own staff will also reduce the number of days.
Seminar planning and
delivery - 10 days
This includes setting
the theme, defining the agenda and sourcing speakers
(if required), creating the invitation letter/materials,
structuring presentations, mailing and registration
(if required), venue sourcing, supplier management
(e.g. A/V, mailing house, venue) and support at
the event.
Exhibition planning
and delivery - 8 days
This includes setting
the theme, designing the stand, supplier management
(e.g. organiser, stand builder, A/V) and support
at the event.
Mailshot planning
and delivery - 6 days
This includes setting the theme, creating
the mailer design and content, mailing and response
handling (if required) and supplier management
(e.g. printers, mailing house).
Collateral audit/preparation
- 10 days
This includes
collateral audit, setting the theme, creating
the collateral design and content and supplier
management (e.g. printers, designers).
Website
design and build - 10 days
This includes
website audit, setting the theme, creating
the website design and content and supplier
management (e.g. designers, hosting provider).
Lead tracking/analysis/follow-up
- 6 days
This includes recording leads from marketing
activity, providing a breakdown by sector and
job level and response handling from registration
customers for events, information pack despatch
to initial telephone follow-up.
PR
It is recommended that the client should engage
a PR agency to manage press relations as this
typically provides better results than using in-house
PR. The issue is that PR agencies need careful
and time-consuming management to be successful.
The activities below are examples
of how creative PR activities can be adopted to
raise awareness and the profile of the client
in a cost-effective way. The actual costs for
these services will subject to negotiation and
depend on how much focus the client places on
PR.
PR Agency Management
- 3+ days/month
Recruiting (if necessary) and managing PR agency
relationship to target IT, specialist (e.g. e-business,
CRM) and vertical press. Building and maintaining
a press release schedule. Tracking coverage and
performance of PR programme.
Analyst Briefing Programme
- 1+ days/month
Identifying relevant industry analysts and arranging
briefings to ensure that they understand the products,
positioning and achievements of the client.
Thought Leadership Programme
-2+ days/month
Creation of an article programme to promote the
client through placed opinion pieces in relevant
publications.
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