If you believe, as Collins/Fox does, that “nothing happens until somebody sells something”, then the value of effective marketing simply cannot be over-stated. Marketing drives sales which generate revenue, the “mother’s milk” of any business. Yet, as important as marketing is, it remains one of the least understood and most un-appreciated functions of many organizations.
“Needs-based” Marketing
Collins/Fox also believes strongly in the concept of “needs-based” marketing. Simply put, this means having a clear understanding of what the company’s targeted, or preferred, customers’ needs are and then organizing the company in such a way as to be able to most effectively address those needs. Collins/Fox can help you determine if you are organized appropriately to engage in “needs-based” marketing by conducting a comprehensive Marketing Capabilities & Readiness Audit.
Marketing Planning
In today’s rapidly changing world, the old marketing truths may no longer apply as surely as they once did. Consider the effectiveness of print advertising (newspapers and magazines) vs. social media. Or, the relative importance of television commercials, in the age of Tivo and DVRs, compared to your website. Or, the appeal of a standardized product line in an age of “mass customization”. If you haven’t updated your company’s Marketing Plan in awhile, Collins/Fox can help. We’ll evaluate your effectiveness at addressing the four traditional “Ps” of marketing — Product/Price/Place/Promotion — as well as the many new “Ps” of marketing including (as appropriate): Packaging/Positioning/Publicity/Process/Personalization/ Persuasion/Physical Evidence/and, as always, the most important “P” of all, People.
What’s Your Company’s Brand?
No, we’re not just talking about your logo. Or, your tag line. Or, even your most recent ad, though they are all involved in the process of helping to establish your Brand.
Collins/Fox defines a company’s Brand as the “Pavlovian-like” response people have whenever they see/hear your company’s name, logo or ad. Or, drive by one of your stores/offices/branches. Walk through your parking lot. Log onto your website. Or, receive something in writing from you. The “Pavlovian-like” response is the first thought that springs into their mind whenever they come into contact with some aspect of your business. It can be a positive thought — or a negative thought — based on the the sum total of all their interactions with your business, or what they’ve heard from others about your business. Whatever the “knee-jerk response” they have is, that’s your Brand. It might, in fact, be reflective of the message you are consistently trying to establish or reinforce through your advertising and other communications. Or, it might be something completely different. As an example, you may promise “great service” but, if your customers actually receive poor service (however they define service) every time they interact with your company, then your “brand” will not be what you say, but what you do. And, if what you say and what you do aren’t consistent, you’ve got a problem. Collins/Fox can help you determine what your actual Brand is by conducting a Brand Audit. Or, by helping you identify what it is you want your Brand to be and then helping you organize your business so that it consistently delivers on your Brand Promise.
Services provided include:
- Needs-Based Marketing
• Marketing Capabilities & Readiness Audit - Marketing Planning
• Creation of a Marketing Plan - Brand Audit
Collins/Fox Strategies Group, LLC 