Given a good product, a comprehensive marketing and sales strategy still needs to be developed. With the help of the available expertise, using the full potential of integrated marketing channels is possible. A well-developed product positioning strategy can maintain brand awareness and serve as the basis of growing your business.The number of communication channels is growing due to technical development. With so many options to choose from, it can be hard to determine the appropriate one. Most businesses hire marketing consultants by establishing their own goals and looking for professionals who have the experience to deliver the promised results. A good marketing consultant is like a master chef who knows exactly how to combine ingredients to get the expected result. The tasks of a marketing consultant, however, cannot be easily defined. The lines between advertising and PR are already blurred but with extensive business and media knowledge it is possible to bring good strategic decisions and help companies achieve success.
Interested in my work? Scroll down to take a peek into some of my projects.
Become a status symbol
- Cricket lighters / FMCG – Non-food /
The wide array of communication techniques can range from social media advertising to hiring a sign spinner or delivering the message via skywriting. In order not to ‘pour money down the drain’, the media channel must be chosen wisely. Once campaign goals are identified, defining the target audience and understanding their perspective is essential. With Cricket lighters, my task was to get to the younger generation of smokers. During the research process we had to investigate their preferences in services and products. Just like a great looking watch or the latest device of an appreciated phone brand, lighters can serve as symbols of status in society. The well-built brand image of a safe and chic lighter soon found its way to the target audience through the appropriate communication channels.
Challenge
| Introduce a new tobacco accessory brand |
| Transfer the message: Safe, unique and chic |
| Distribute in a new country |
Media choices
- The internet
- Print ads
- Point of sale (POS)
- Colourful indoor and outdoor posters to captivate the audience’s attention.
Result
- New brand quickly adopted by consumers
- Market leader’s sales dropped
Stay exclusive
- Carte d’Or ice cream / FMCG –FOOD /
Introducing Carte d’Or ice cream to the market required creativity in media choices to deliver the message. The phrase Carte d’Or (French: “golden ticket”) suggests an exclusive, high-quality product. In Charlie and the Chocolate Factory (dir.: Tim Burton) a golden ticket is the key to a magical adventure. Maintaining the sense of exclusivity, our task was to find a way to the young, profitable urban citizens.
Challenge:
| Gain market share for an exclusive product designed for the young, middle class generation |
Media choices
- Printed media
- Television
- Point of sale (POS)
- Indoor and outdoor posters
- Promotional items (sun umbrellas, ice cream menus, ice cream freezers)
- Ice-cream sampling
Result
- New brand quickly became an adopted FMCG brand
- Market share for top competitor decreased
Multiple Tasks Under Control
3) Carrier industrial refrigeration units/equipment /B2B/
With B2B marketing it is easy to define the target audience but it is insufficient to use the regular communication channels. In business to business marketing the range of duties include complex administrative, analytical and even educational tasks.
Challenge
| Demonstrate a new solution |
| Introduce and brand a new technology |
| Develop strategic solutions for market access regarding new technology/new products |
| Explore non-conventional sales channels in the European market |
Media choices
- Brochures
- Direct mail
- Showroom
- Industry related professional media
- Exhibitions
- Training and sales argumentation for the distribution network
- Opinion leader support
Result
- Higher profit margin reached
- Technology introduced at the European level
- Brand awareness within the market segment strengthened
What does the future look like?
Worldwide digital advertising revenue grew from a global 534,8 billion USD in 2017 to 557,99 billion in 2018. The 4,3% growth may already forecast the future. Global digital ad revenue is expected to grow to 247.4 billion in 2020.
source:statista.com
Given a strong competition in nearly every market, investing in a good communication strategy is essential if you do not want to keep ‘pouring your money down the drain’. Choosing the right communication method requires an up-to-date expertise to be able to navigate the complex network of information flow.