Case Studies

Marketing Strategy Development Case Study

Problem

One of our favorite case studies is about an industrial transportation company whose owners thought they was missing market opportunities. However, they didn’t have the internal resources to evaluate the market and develop a plan to take advantage of these opportunities.

Approach

With our Strategy First process, we evaluated the company’s situation and conducted primary and secondary market research to develop insight into the market structure and trends. We also analyzed customer profitability. We synthesized findings from the research and analysis into a set of strategic alternatives and presented them to company management. With management buy-in, we developed a detailed marketing plan to implement strategic objectives.

Results

The company increased focus on its best customers and got more business from them. The company also had a better understanding of the industry market segments and its strengths and weaknesses in serving them. Within the marketing plan, we developed tactics for approaching key market segments. As a result, the company generated more leads in these key segments.

Branding Study for a Small Business Advisory Agency

Problem

A state agency that works with small businesses was concerned about its brand image among entrepreneurs and established small businesses.

Approach

Advantage Marketing reviewed internal agency documents and interviewed referral agents – individuals such as bankers and angel investors who referred small businesses to the agency. The objective of the review was to develop an understanding of how the agency’s brand was communicated and perceived. AM also facilitated a work session with the agency directors, so that they would become more familiar with the branding concepts and how they were relevant to their agency.

Results

We discovered the agency was not presenting a clear brand message for itself. AM recommended three brand development goals to assist the agency in promoting a more deliberate, well thought out brand image. AM also recommended a series of tactics that focused on low cost, high impact ways to get the agency’s message across. The agency used this branding plan to advance its overall mission.

Integrated Marketing Program for a New Distributorship Branch

Problem

An industrial products distributor was expanding its operations by opening a branch in a new location. As a result, management needed a cost-effective program for building interest and foot traffic to the new branch.

Approach

Working with management, Advantage Marketing developed an integrated marketing program to increase awareness among perspective customers. The plan included public relations, advertising, direct mail, sales prospecting, contests, as well as donations to local charitable organizations. The promotional program ended with a grand opening celebration.

Results

Awareness among prospects increased, as evidenced by the large crowd at the grand opening day celebration. Longer term, foot traffic and orders placed with the branch showed a steady increase.

Email and Social Media Marketing for an Internet Retailer

Problem

The owners of an Internet retail company knew that they should be doing a better job keeping in touch with their current customers. Moreover, they weren’t capturing leads from their website. They didn’t have the time or the internal resources, however, to tackle this challenge. Other than the website and pay-per-click advertising, the company did not have a marketing program in place to build its customer base.

Approach

The retailer hired AM on a retainer basis to develop a marketing program to grow its customer base. Tactics included targeted email campaigns, periodic public relations campaigns and radio interviews, as well as ongoing social media outreach.

Results

The retailer grew its customer base and increased sales by 4-5%. In contrast, overall industry-wide retail sales remained flat.

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