Many clients come to use with a specific request: usually asking for help promoting their business with a fancy web site or printed communications. Clearly they know what they want. A more technically oriented firm might ask questions like “What colors do you like?” “Do you want flash movies on your web site?” “Do you want a letter or a post card mailer?” And then proceed with producing the most beautiful web site or direct mail piece with little relevance to the person seeing it.
Ewing Consulting starts at the beginning by understanding what you want to achieve.
- Who do you want to see your message? (your “target audience”)
- Why is your product or service better than your competition? (“positioning”)
- What do you want the viewer to so once he or she sees your message? (“call to action”)
- … and so on.
Only by understanding your customers or prospects can you prepare a successful marketing campaign. And it may include the colors your like in the format you wanted in the first place. Or it may not.
Every business has to have a plan to support their customers once a sale is made. This could include online support like Frequently Asked Questions (FAQs), ongoing telephone contact or other routine communications. You want to be sure that when those customers are ready to buy again, they buy from you.
And the only way you know if you are being successful is if you measure your results. How many customers are return customers? Are your customers satisfied with your products and services? How many people respond to your communications? All of these are ways to measure the success of you marketing investments.
We provide both the marketing advice and the implementation services for our clients. Our over thirty years of marketing experience will help us to foster your success.