Persuading
Persuading requires an organisation to inform, influence and motivate people to help achieve its business objectives. We help our clients get people to do what our clients want them to do, because the people want to do it. While channels, allies, regulators and politicians often have to be persuaded, it is predominantly prospects that need to be persuaded through cost-effective branding, marketing campaigns, communication and sales initiatives. Having sensed data and adapted capabilities, persuasion strategies and tactics can be developed with a full understanding of how to best gain maximum returns on investments. Brand positioning is paramount. The brand name, brand imagery, brand promise and brand experience must all be relevant to an organisation's objectives and consistent every time the brand is exposed to all influencers. We consider the key to good branding is credibility, believability, sustainability, flexibility and usability. A good brand image is clear to understand regardless of the reproduction medium, the size and the colour (test: how well does your logo fax?). The brand name must mean something to the target market: it meets needs, it promises value, it overcomes objectives, it elevates itself above the competition etc. Marketing campaigns should be carefully designed to avoid waste and meet clearly defined objectives resulting from a smart marketing strategy. We refer to waste of effort, waste of time, waste of money and waste of brand equity. We believe smart marketing strategies work below the line and target specific markets whenever possible using fax campaigns, direct mail, telemarketing, face to face marketing, e-mail marketing and distributor promotions. |
The use of relationship marketing and cause-related marketing should not be discounted, especially when an organisation's brand recognition is lower than than that of an ally's brand. Once these strategies have been exhausted, mass-media marketing can be employed using broad communication mediums such as billboards, press, television and radio. Careful timing and coordination of various initiatives can lead to the amplification of effectiveness of campaigns. Establishing opportunities through the press and trade publications is worthwhile, as is the establishment of a brand as the authority on industry issues. For many clients sales initiatives must not be overlooked when designing marketing campaigns. Marketing without sales is leaving the job half done, there must be closure and there must be a result. Some products and services have to be sold more than others, it really depends on the size and complexity of the decision made by a potential customer. Sway tends to work in more complex industries and markets, and as such we specialise in linking marketing and sales together. It is our view that too many brand promises are unfilled at the time of purchase due to inconsistent sales presentation. |
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