Using our PerfectPath™
System,
we will help you define the strategy and design of a high performance marketing system that will deliver
lower customer acquisition costs and higher customer lifetime values.
Sometimes people ask me what a 'marketing system' really is.
That's a good question, and it deserves a thoughtful answer. Here goes...
We like to begin with defining the term 'marketing' just to ensure that we are all on the same page.
In our world, the term 'marketing' simply refers to the activities we undertake that capture
some pre-existing and natural demand in the market and turn it into an intense desire for your
product or service. Notice that I specifically did not state that we generate demand.
This is important because it is our belief that the natural demand (in the form of our emotional drives)
is already there, built into our psychology as humans.
As marketers, we simply tap into these drives to capture
the natural demand, and steer
the prospects towards your product or service using a series of steps that intensifies their
desire to purchase.
For example:
There is a natural demand in the market for
people to want to protect their assets from fire or flood. The underlying emotional desire is fear.
In this case, it's the fear of losing their assets to fire or flood and the demand for protection.
In response to this, our marketing campaign would be designed to tap into this natural demand for
some sort of protection mechanism. We would design a campaign to capture the prospects attention,
then intensify their desire for your company's excellent home owner's insurance product. By designing
the Offer to be irresistible, we would expect to convert many of these prospects to customers.
When designing a marketing system that will accomplish these kinds of results, we take a ful
l lifecycle approach. Meaning that we design the system to understand and respond appropriately
to the entire prospect/customer journey...from initial exposure to your messages, to becoming a prospect,
to first purchase, all the way through multiple future purchases.
At each step along the way,
we implement specific strategies based on the prospect's awareness of both their own need, and their awareness
of your solution. In addition, we also map out the types of messages they will see, as well as the appropriate
channels our marketing messages will appear on.
This multi-channel approach is a key part
of what we do and it is incredibly powerful.
If you would like to know more about how we
can help your company design a comprehensive marketing system that delivers new prospects and customers everyday
like clockwork...send us a note.
We are standingy by...ready to help.
Author: Ken Burge | Chief Strategist | Archion.io
