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Consulting Services
consulting services
Assessment | Brand Identity | Your Customer |
A Marketing Plan | Implementation
SAI provides marketing consulting services on a project basis or hourly basis, customizing programs to meet each clients’ needs.
Our consulting services include:
1. Assessment of Marketing Needs
Many leaders assume that their organization brand is clear and embraced by others in the organization. Through interviews with leaders and others, SAI measures the alignment on the brand and recommends the next steps toward a successful marketing campaign.
2. Alignment on Organization Brand Identity.
Fundamental to successful marketing, you and your organization need to align on your brand and be inspired by it.
Alignment comes from a collective understanding of your value. Every individual in your organization has some perspective on the value that is delivered, but no one perspective is the brand. When everyone can share their perspective and form a group collective understanding of the value/brand, then it creates a very powerful platform for marketing.
SAI uses a seven step process to reach alignment on the brand identity. This is usually done with a representative group in the organization with 3 - 5 in-depth sessions. At the conclusion, there is a renewed sense of inspiration and purpose, creative ideas flow, and a powerful brand identity emerges.
3. Understanding Your Customer
“Just give ’em what they want and need.”
SAI leads clients to discover, from internal exploration and external research, the following:
Defining the customer.
It is critical to identify and define the customer who understands your value and is seeking that for themselves.
Knowing their problem, and how you have the answer.
Effective marketing names the fundamental problem that a customer is facing, and taps into their hunger to find a solution.
Breaking through the clutter to deliver a message.
Knowing the answers to first two are meaningless unless you can find a way to breakthrough the onslaught of information thrown at us daily. Understanding how your customer gets their information - who and what are their trusted sources - is essential.
4. Designing a marketing plan that reaches the goal
It can be argued that an organization’s entire scope of action is marketing. Unless a product or service is effectively marketed, it doesn’t matter how good it is. Marketing, therefore, is too important to be the responsibility of only a handful of people in the organization.
Everyone plays a role in effective marketing. From the truck delivery driver to the bookkeeper to the customer service reps to the C-suite -- all have a part to play.
However, the marketing strategy and plan is usually known only to the marketing team and organizational leadership, and is executed and monitored by “the marketing department.” It is cut off from vital marketplace information, and is disempowered by this fact.
SAI leads clients in developing marketing plans and strategies that engage the entire organization. When possible, plans are developed with a representative group or team. Input is solicited from all aspects of the organization structure. Execution of the plan is broken down into accountabilities and responsibilities for all departments, along with feedback for active evaluation and revision along the way. The plan is a living document with flexibility to respond to real-world market changes.
5. Implementation of the Marketing Strategy
Once the plan is defined, the implementation must be managed. SAI provides oversight and management for both client internal staff and resources and outside services for maximum cost efficiency. SAI also monitors the effectiveness of the plan with various evaluation tactics and, when monitors indicate, advises for course changes.
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