Marketing campaigns talk to customers
our marketing communication tactics drive the sales performance
Marketing communications strategy
No matter how great your product or service is, without a well-researched plan, your Marketing campaign will struggle to attract new leads. Effectively communicating your story, value propositions and opinions with real authority, helps you connect with the right audiences at the right time.
Habits of successful marketers
Customer privacy - is now in light of various gdpr incidents surrounding data across the EU and globally, a serious financial issue.
Customer accountability - the person that takes the call to 'fix or provide' something for the customer is ultimately accountable.
Customer experience - the ultimate goal for a customer is not the product or service itself - but the experience of it..
Customer management - who owns the customer, the answer is everybody in the business, for their respective element.
Customer retention - one has to adapt to customer demands and respond to issues in real time, before retention becomes an issue. There are pre-defined communication processes to insure against this, we hold industry benchmarks.
Customer listening - listening to the customer is a basic requirement for all depts that interface with customers.
Customer empathy - empathy is required to be built into processes and policies. If some tragic customer event has occurred, flexibility is required.
Customer feedback - providing feedback when promised should be a basic KPI for all support staff.
Knowledge sharing - if the company is at fault, then admit it and apologise, the customer will thank you and trust you more for that.
Needs anticipation - if a product is at fault, or a service is temporarily down - contact the customer and explain the issue. If you have something better to offer, propose it.
if you are not positive, then you are negative - there is no in-between
tactical plans that deliver
The communications matrix and tactical plan is formulated based on segmentation architecture across each audience, cluster, group and profile. Tactical plans for acquisition of new customers, up sell, cross sell, migration or customer retention plans and models will all be enhanced by proactive usage of the segmentation pyramid as the foundation.
Marketing Communication optimisation
Each communications idiom would be meshed with keywords that augment, support and enrich your brand values, whilst being suitably enticing to engender a highly positive reaction, adding immense brand value and improving the lead generation pipeline process.
Execution of the brand keywords is a necessity to ensure consistency in style, image and quality across all forms of communication, thus ensuring integrated communications remain aligned to the brand and business values.
This form of 'Marketing Communication' has a pre-requisite to be receptive enough to deliver against the entire strategy and tactical plan. The 'offer' should be designed with the customer in mind, based on our understanding of their segment, cluster and profile. this is something we are well versed in.
Highly effective marketing communication
But our services do not stop there. We can work with you to help formulate the execution of this and many other business processes and functions, to help develop your business into a smarter more efficient operation. These services are available as modules or as a mix of requirements as deemed necessary.
if you cannot yet do great things, do small things in a great way
Marketing Communication Planning
Each stage comprises different communication methods, tactics and actions, each designed to impart the stage into the audience and ensure readiness to advance throughout the levels, until the objective reached. The concept is to control the engagement process across a set timeframe, culminating in securing the hearts and minds of your target customers.
tactical communication at each stage of customer engagement
Each step from 1-9 = a communication process designed to take the customer, quite naturally through the elemental stages. The initial targeting stages focuses on striking relationships with like minded people and organisations that can relate to your brand personality, then we begin forging an emotional attachment that develops into friendship and community.
The evolved communication process moves into mindshare, developing loyalty and trust to become part of a larger family, creating a sense of real belonging, The final stages and indeed the grand objective is to nurture all customers to become Apostles and Brand Evangelists to further spread your brand ideals, the gospel, in an extremely positive manner.
The end goal of course, is to try and attain the unconditional love that a person will have for your brand.
Marketing Planning Process
The Lighthouse family can cover in depth market analysis, help construct the internal architecture and delivery platforms, product service pricing and the end communication proposition, through to the engagement and customer conversion. We organise, plan and focus upon delivering against the strategic objectives.
Marketing Communication & PR Strategy
We help you devise and create a strategic marketing blueprint, that is designed to meet stakeholder requirements, identify the core customer targets, their needs and values, communicate with them via a resonating core brand proposition, and manage, monitor and measure the entire tactical operation to maximise ROI. If you would like to discuss any part of marketing strategy development, we would be glad to hear from you.
lighthouse marketing strategies come with service guarantees
From your brief, our experts and management team will custom design what we consider to be the best marketing strategy for you. We will provide tactical options, budgets and targets that we will achieve.
You may be very surprised with the strength of our recommendations and the anticipated outcomes.
We would certainly advise you to measure our ‘service guaranteed proposals’, against your current marketing performance.