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Products & Services
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The Marketing Shelf: Essential Tools to Position your Company
Product Portfolio
Description: An essential tool to support a number of marketing efforts from sales to PR, the product portfolio is a basic distillation of your company’s core services and products. The portfolio includes a brief report to validate the market; a summary of a real-world application of the product or service by a company, and a set of testimonials corroborating the key features and benefits for customers.
Deliverables:
- Mini-white paper on product category/product family or line
- One-sheets (per each individual product/maximum 6)
- Case study (per intended target audience)
- Testimonials (per intended target audience, determined by usage or application, 6 interviews)
Target companies: Any size company benefits from a product portfolio, however, start-up companies, companies launching new products or services, companies whose sales tools need updating, companies who need a “single-play” book for its disparate efforts, corporate PR departments.
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Press Kit
Description: The Press Kit is the mainstay of public relations tools. It’s essentially a compilation of corporate materials from biographies of key management, to market facts to competitive positioning of your core products and services. When executed properly, it’s your best chance of getting the attention of the media, and first step toward getting “ink” in the trade and business press.
Deliverables:
- Corporate backgrounder
- Press release
- Bios
- FAQs
- Fact sheets
- Target audience, testimonials
- Market statistics
- Competitive landscape
Target companies: Companies need press kits for a number of different events, from launching new products and services to hiring new or promoting key personnel. Announcing new distribution relationships, sales promotions, and strategic partnerships and alliances typically requires press materials, as does hosting or supporting community and philanthropic efforts, landmark research efforts that have broad impact across industries or markets; and, re-locating or moving offices and divisions.
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Sales Tool Kit
Description: The SalesTool Kit expands the Product Portfolio to include a sales presentation that serves as the foundation for customized sales efforts to specific clients. A script and key training materials ensure that everyone’s on the same page, and marcom messages are articulated and reinforces, as well as key features, benefits and market positions of your products and services.
Deliverables:
- Core pitch/presentation (PowerPoint)
- Script
- Training materials
- Objection handling
- Competitive positioning
- Features/benefits
- Customer profiles
- Testimonials
- Customer
- Channel
Target companies: Every company that sells its products and services directly to the end customer needs a sales tool kit to be effective. They’re especially crucial for start-up companies, companies launching new products or services, companies whose sales tools need updating, and companies who need a “single-play” book for disparate efforts, e.g. national accounts, VAR’s, etc.
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Customer Profile Set
Description: A brief, yet definitive profile of your target customer is a critical tool for internal as well as external use. It facilitates a more thorough understanding of who your products and services are developed for and who your target audience is; it aids sales people and media relations’ efforts in articulating who the target customer is and why specific feature and benefit sets are relevant.
Deliverables:
- Case study
- Testimonials (Up to six)
Target companies: All companies should have a quick, 5-point snapshot of who their core customers are, especially if they hope to be successful. However, start-up companies, companies launching new products or services, companies shifting their focus from one market to another, e.g. going up-market or broadening their market, need a customer profile.
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Market SnapShot™ (Mini-white paper)
Description: The Market SnapShot™ is a brief overview of the current status of your company’s market, i.e. trends, economic conditions, new competitive entrants and other factors influencing your market at that moment in time. A mini-white paper, it provides an analysis that’s immediately actionable and defensible.
Deliverable: 6-8 pp. Mini-white paper
- Analyst commentary
- Competitive landscape
- Market projections/forecasts
- Current trends
Target companies: Companies entering new markets, companies who need a “market” reality check from time to time would benefit from a Market SnapShot™, as well as companies launching new products or services or upgrades to existing, older product lines. Finally, when a quick market validation for new sales strategies or press efforts is in order, Market SnapShot™ fits the bill.
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Email Newsletter
Description: An email newsletter is the ideal vehicle for maintaining regular and frequent communication with your core contingencies, such as your most important customers, your channel partners, or your key suppliers. It’s also a good tool for internal communications among far-flung offices or staff, such as your field sales team. Sharing company news, your company’s position or stance on core industry issues, showcasing new products or directions your company is moving in, as well as introducing new initiatives such as an important strategic alliance keeps your A-team informed and engaged in the company’s business.
Deliverables:
- Content Strategy
- Newsletter Graphic Design
- HTML Template
- Sponsorship/Marketing Promotional Opportunities Strategy
- Bi-monthly Publication
Target companies: Every company, regardless of size, will benefit from an email newsletter. Whether you’re an established firm or a start-up, regular and frequent communication with your core contingencies is one of the mainstays of a successful business.
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Marketing Starter Kit
Description: The Marketing Starter Kit is the perfect jump-start to any marketing effort or a great way to imbue new life into stale marketing materials for a new PR or sales promotion program. The Market SnapShot™ provides a quick market update, while the case study and set of testimonials validate the need for your products or services. Finally, product sheets articulate the features and benefits serving your customers’ needs.
Deliverables:
- Market SnapShot™
- Plus one of the following:
- Product one-sheets (up to six)
- Case study
- Testimonials
Target companies: Small businesses and start-ups will benefit from the Marketing Starter Kit, as will companies launching new products or services, developing channel marketing or support programs for new or upgraded product offerings, as well as any organization requiring a basic set of essential sales tools.
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Quick E-Poll™
Description: A quick survey that’s conducted over the Internet to save time and money with the purpose of providing answers to pressing questions regarding competition, customer needs, perception and satisfaction, and market trends. This poll can be extremely effective when executed on a regular basis to establish benchmarks by which to measure progress or deficiencies in order to make immediate corrections.
Deliverables:
- Competitive analysis
- Online Intercept Study
- Presentation of results
- Questionnaire development
Target companies: Companies who need to keep their finger on the pulse of their customer base because of a highly fragmented market or an extremely dynamic industry will find enormous value in a Quick E-Poll. Additionally, media companies who serve two core constituencies in readers/viewers/listeners and advertisers can benefit from regularly taking the pulse of readers' reaction to specific content, articles, stories, and ads.
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Marketing Action Plan
Description: The first section of a marketing action plan provides a 30,000 foot view of the competitive landscape, business goals and objectives as they related to marketing a company’s products and services. Once the goals and objectives are isolated, the second section recommends strategies and tactics to achieve those goals by utilizing relevant marketing tools, e.g. research, sales promotions, public relations.
Deliverables:
- Overview
- Objective development
- Strategy development
- Tactical development
- Timeline
- Budget
- Vendor Resources
Target companies: Every size company should have a marketing action plan, especially small businesses and start-ups whose marketing efforts need to be focused to ensure that funds are spent wisely to generate the greatest ROI. Certainly, prior to formulating the marketing budget for the new year, companies should develop a comprehensive marketing plan which operates as a road map to ensure that they stay on track to achieve their business goals.
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Positioning, Key Message Development
Description: In order to get above the noise and appeal to buyers, companies design specific language for the positioning of the product/company and the key messages that will reinforce the positioning in every written, oral and visual communication.
Right Brain Marketing helps a company identify the market universe that will affect its future success. After researching and analyzing the public information available on the client's competition, what analyst and media are saying about the product niche, and other business and marketing issues, the firm provides the client with a report. From this information, Right Brain Marketing leads two to three meetings with key company stakeholders and works with them to craft positioning and key messages language, then tests its board members, venture capitalists, clients, potential clients, other friends of the client company and develops the final copy.
Deliverables:
- Positioning and key message copy
- Report and in-depth understanding of the company and product's current business and marketing environment
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Market Analysts' Pre-Briefing
Description: In the pre-launch phase of a company/product, executives are eager to obtain market feedback to test positioning and messages. Most important, they want a reaction from people with the most up-to-date information about the company's product and market.
Right Brian Marketing helps clients identify and, in most cases, arrange a meeting with the key experts covering the client's product category. Analysts are motivated to participate in these pre-briefing meetings. A company coming to visit may have a major offering and/or be a potential new customer for the firm. It's the analyst's opportunity to explore these possibilities.
Deliverables:
- Two to four meetings with market analysts covering the company/product category
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Company/Product Launch
Description: To begin building visibility, companies often conduct a launch or introduction tour. Right Brain Marketing helps companies plan and implement a series of meetings with important media and market analysts. The firm works with clients to help them develop the presentation and other materials they will use in meetings and leave behind for press and analysts to review.
Deliverables:
- Meetings with key analysts and media covering product niche
- Company/product presentation
- Press Kit
- Launch media release
- Company backgrounder
- Product sheet
- Executive biographies
- Technology/market white paper
- Other
- Media Release
- Distribution of launch release to relevant media and analysts
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Editorial Calendar Strategy
Description: Right Brain Marketing helps clients stay in front of key editors and reporters with editorial calendars. Trade and business magazines publish monthly calendars of topics they intend to cover that month, although they are not obligated to adhere to them.
Nonetheless, it's important to keep a company before the minds of reporters. Staying in touch regarding the publication's planned editorial opportunities is one way. If reporters don't hear from a company's PR representative, they forget about the company. The on-going contact also offers an opportunity to pitch reporters on other ideas and to hear about client coverage opportunities, which may have been included in the publication's editorial calendar.
Deliverables:
- Three to six months of editorial calendar information
- Updated editorial calendars, with report on current and on-going conversations with reporters and editors
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Customer Testimonials
Description: Right Brain Marketing helps clients leverage their loyal and branded customers. Customer testimonials are valuable at any point during the pre-launch, launch and post-launch phases. Even in the pre-briefing of marketing analysts, it's effective to have a customer on the phone or in-person talking-up the product. While on launch tour, customers can attend meetings with reporters or participate by phone.
To create a customer story, Right Brain Marketing interviews and writes narrative that describes a company's problem, the process it engaged in to identify a solution provider, and how the two worked together to resolve technology issues.
Right Brain Marketing is successful working with a company's customers to help them work through, as much as possible, the obstacles of developing a customer story. Trade and business publications will write a feature story on a specific technology issue/problem and feature products (through customer stories) that compare/contrast how each product addressed it.
Deliverables:
- Completed customer testimonials
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Executive Media Training
Description: Even experienced presenters take a refresher course. Right Brain Marketing helps executives improve their style, increase their comfort level with the media, respond to difficult questions, provide techniques for keeping the conversation focused on the executive's agenda, and offers tips for developing relationships with reporters and analysts.
Deliverables:
- In-person training meetings with video camera
- Rehearsal of presentation for media and analysts
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Marketing Research
Right Brain Marketing offers an extensive line of marketing research products and services and will consult with you to determine the types of research that meet your needs.
Custom Panels
Online panels offer organizations interested in conducting research over the Internet several advantages:
- Panels provide a ready source of willing survey participants
- Reduce long-term research costs
- Research low-incidence groups efficiently
- Provide survey to survey consistency
- Allow representative research through advanced statistical methods
Revenue Generating Research
A variety of opportunities exist for organizations interested in developing new revenue streams or media or other types of companies who provide custom research as part of their merchandising offerings:
- Proprietary surveys (1 client/survey)
- Omnibus surveys (3-5 clients/survey)
- Advertising surveys (Ad Readership, Ad Impact, Pre/Post Awareness)
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Media Surveys
Customer/validation surveys
- Subscriber Studies
- Member Studies
- Buyer Studies
- Intercept/Visitor Studies
Market surveys
Advertising/Customer Satisfaction surveys
- Ad readership
- Ad Impact
- Tracking surveys
- Pre/Post awareness
- Customer satisfaction
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Other Value Priced Services
"It’s not how many ideas you have, but how many you make happen that counts."
Accenture
Copywriting
- Brochures
- Ads and Direct Mail
- Newsletters
- News and Feature Articles
- Websites
- Speech and Script Writing
Publishing & Media
- Content Strategy, Writing, Editing, Reporting
- Circulation Development
- Ad Sales Promotion
- Media Kit Design and Production
Event Planning & Coordination
- Executive/Client Receptions
- Sales Meetings/Incentive Programs and Trips
- Business Conferences, Seminars, Workshops
- Award Ceremonies
- A/V Presentations
- Concept Development and Coordination
- Executive Retreats
- Meeting Collateral
Other Services
- Graphic Design
- Marketing Communications
- Public Relations
- Market Research
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