a marketing agency www.wickedlysmartadvertising.com a marketing agency
Dock29 A Marketing Agency The How
Jan 20, 2015
As the premier Sarasota Advertising Agency, dock29 - a marketing agency, deploys proven marketing strategy, tools, methods to build brand, drive sales, and generate leads. The first and only accountable Sarasota Advertising Agency.
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a marketing agency
www.wickedlysmartadvertising.com
a marketing agency
a marketing agency
www.wickedlysmartadvertising.com
brands we’ve had the pleasure of working foronline and offline for the last 10 years!
General Motors (GM) Chevrolet Hummer Gladney Adoption Services
Oldsmobile Cadillac Pontiac Harborside Events Center
Saab Caterpillar Midas Pearl Vision
US Bank National City Bank ditech.com Budget Rent A Car
Sears Cintas Whirlpool
Sherwin Williams DeVry University Keller Graduate School
Michelin US Cellular Ryder Truck Rental
Ferrell Gas Sanibel Diamond Gates McVey
Lifestyle Shutters
Buick
GMC
Sun Harvest Citrus
GMAC Insurance
KitchenAid
United Van Lines
Edward Jones Investments
a marketing agency
www.wickedlysmartadvertising.com
account managementbudget analysis & reportinghispanic marketing market planning media planningmedia buyingmedia proofingtrademark infringement
creative developmentart directionbroadcast production supervision copywritingconcept developmentcontent analysisdesign & illustrationforms and survey designprepress productionpublic relations & pressspecial events & promotionstemplate design & modificationtesting and analysis
researchbrand positioningbrand developmentcall trackingcommunications auditscampaign performance reportscompetitive researchconsumer segmentation corporate identitycorporate identity guidelinescross-channel marketing cross-channel marketing optimizationfocus groups (traditional & online)logo developmentmall interceptsmedia performance forecastingsales propensity mapping satisfaction studiessplit run testingsurvey development &managementSWOT Analysistelephone interviews
servicesstrategic planningcompetitive ad trackingmedia recommendationsmedia ranking reportsmedia spending summariespromotion and incentive program
interactive marketingadvertising planning and placementdirect response marketinge-commerce web site developmentelectronic inquiry generationsearch engine marketingsearch word buyingsite optimizationweb site (static & content managed)website consulting & analytics
a marketing agency
www.wickedlysmartadvertising.com
websitemicrositesaffiliate managementshopping enginesemailtelevisionradiobillboardsmobileyellow pages/online and offlinesponsorshipstrade shows and publicationsmovie theatrebus boardsmagazinesnewspapers
holistic media approach
catalogscall center promotionssearch enginespodcastingRSSflyers and brochuresletterhead and business cardsblogs save
30%
a marketing agency
www.wickedlysmartadvertising.com
• how do we acquire new customers and make our current customers more profitable?
• what should we be spending on advertising as it relates to sales?
• which parts of our advertising is working? which isn’t?
• are we capitalizing on the trends in the industry and avoiding pitfalls?
• what is our competition doing that’s making them successful?
• is our brand positioned properly now and for the future?
• are we optimizing our media based on performance independently and cooperatively?
the need
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 1 of 7
Comprehensive Market Plan (CBSA/DMA Market Definitions)
INDUSTRY INTELLIGENCE• Peak Sales Months/Seasons• Market Sales Potential• Top Product Categories• Other Important Facts About This Type of Business• Ad Copy Points• Target Customers (by
demographic)• Target Customers (by Mile Radius)• Top Factors People Consider
When Choosing This Type of Business• Lifestyle Analysis (where
available)• Other Important Facts About
Typical Customers• Industry Trade News
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 2 of 7
ADVERTISING/MARKETING BUDGET• Annual Sales per Location• Annual Advertising Budget
(percentage of sales method)• Annual Advertising Budget ($
per employee method)• Local Media Spending (available
with Borrell Ad$pend™ upgrade)• Average Marketing Expenditures
(available with Borrell Ad$pend™ upgrade)
• Co-op Advertising Availability (where applicable)
• Most Actively Used Co-op Programs for Advertising (where applicable)
• Co-op Source Report (where applicable)
Media Channel Breakout
Television , $130,747 , 44%
Outdoor , $3,831 , 1%
Newspaper , $55,944 , 19%
Magazine , $59,667 , 20%
Radio , $22,110 , 7%
Other , $15,416 , 5%
Internet , $9,756 , 3% Newspaper
Inserts , $1,828 , 1%
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 3 of 7
CONSUMER SPENDING/BUYING TRENDS
• Consumer Spending by Life Stage for Primary Business Type
• Consumer Spending by Life Stage for Secondary Business Type
• Consumer Spending by Zip Code for Primary Business Type
• Consumer Spending by Zip Code for Secondary Business Type
• Consumer Spending Trends
Product Sales Mix
$(200,000)
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
2005
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Year-Month
Sa
les
($
)
Misc
Impact Glass
Colonial/Bahamas
Wind Screen
Fabric Panel
Lexan Panel
Alum Panel
Steel Panel
Accordion
Roll MA
Roll MO
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 4 of 7
MARKET DEMOGRAPHICS• Demographic• Geographic• Top Media Channels
• Radio• Television• Newspapers
• Psychographic• Behavioral
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 5 of 7
COMPETITIVE ANALYSIS• Quantitative & qualitative primary and
secondary research• Industry Specific Criteria• Competitor Specific Criteria• Alternative Product/Service
• SWOT Analysis (strengths, weaknesses, opportunities, threats)
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 6 of 7
BRAND POSITIONING• Identify brand “feel”• Unique Value Proposition• Positioning Strategy
a marketing agency
www.wickedlysmartadvertising.com
marketing strategypart 7 of 7
MARKETING & ADVERTISING STRATEGY
Strategically target customer segments based on:• budget• unique value positions &
positioning• competition• internal operations/POS/CRM software• media strengths and synergies• industry trends (SWOT)• consumer interest points (needs analysis)
a marketing agency
www.wickedlysmartadvertising.com
plan
a marketing agency
www.wickedlysmartadvertising.com
track clicks, calls and optimize performance
a marketing agency
a marketing agency
www.wickedlysmartadvertising.com
the formula
…yeah that simple
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