|
|
 |
|
|
Welcome to another exciting issue of
Kaleidoscope’s monthly newsletter, The
Scoop. The quick and positive responses to
the last two issues have been phenomenal and
greatly appreciated, THANKS!
This month we
are concentrating on Marketing Strategy and
our aim is to give you insight and facts.
Feel free to use this information for your
marketing needs. Contact us with your
questions, comments, and/or requests for
future issues at:
TheScoop@KaleidoscopeResults.com.
What’s Your Strategy?
A holistic marketing strategy that supports
the corporate goal is essential for any
company’s success. Marketing is really about
the plan you put in place to allow you to
develop loyal and mutually beneficial
relationships with your customers. If this
is developed strategically, you will be
successful in increasing:
-
Client base
-
Transactions
-
Frequency of Transactions
Whatever the product or service, this
applies to every aspect of the business
world. Rather than relying purely on past
experience and intuition, today’s savvy
marketer combines this with innovative and
measurable tactics to deliver a
comprehensive marketing strategy. In
finance, sales, and product development, ROI
is a consistent focus, and has given the
field of marketing a more sophisticated and
strategic status. |
|
|
 |
|
Planning + Measuring
= Marketing Success
Senior Executives consider measuring
marketing performance a top
priority, however:
-
Less than 20% of
marketing executives adopt
marketing
metrics for their companies
-
50% of CMO’s
believe that ROI is unattainable
and unsubstantial
-
2 out of 90
companies surveyed had marketing
ROI measurements in place
In order for
marketing to be successful it needs
to be understood and supported by
everyone within the organization,
starting at the top.
Sources: see below |
|
|
|
|
|
 |
One of the strengths that Yvette and Kate
bring to the table is the ability to see
things from multiple points of view. This is
evident in the ratings of the Good, the Bad
and the Ugly!
Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
|
|
|
Campaign:
Rogers TV Commercial, World Cup 2006
Venue:
National Television
Date:
Current
The Campaign:
This month Kate
and Yvette are reviewing the Rogers
Television Campaign for FIFA World Cup.
Three, twenty-somethings, two males and one
female, backpack through Europe using their
Roger’s cell phones for their primary
entertainment during the World Cup.
 |
Viva Italia! |
Kate’s
Rating: GOOD. Yvette’s Rating: BAD.
[
Read their critiques
]
|
|
|
|
|
Investment Executive and The Office of
Tomorrow Expo
Investment Executive (IE) is Canada's national
publication for financial service industry
professionals with a circulation of over 120,000. In
2005, a technology survey undertaken by IE indicated
that advisors were under-utilizing the technology
tools they already possessed. Based on the results,
IE launched the Office of Tomorrow (OTX) Expo –
designed to empower corporations, advisors and
assistants to leverage technology to build their
business.
Challenge:
For the second annual OTX conference in 2006, IE
wanted to reposition the conference from Advisor
Tech Expo to increase enterprise-level
participation. Our challenge was to modify the brand
and attract a wider enterprise level audience, while
maintaining the existing Advisor and Assistant base.
more >> |
|
|
- Determine your corporate strategy
- Plan your business objectives and
metrics for success
- Identify your value proposition
- Research your target market and
determine “touch-points”
- Create a strategy that fulfills
expected ROI
- Track ongoing results
“If you can’t measure
it, you can’t manage it”
(Rudy Giuliani)
|
|
|
|
As Industry Marketing Manager, Financial
Services at Microsoft Canada, I have a
mandate to provide knowledge-based
communication that will generate business
opportunities for our sales teams. The
target market is very niche within the
Canadian Financial Services industry and as
such, we often require the services of an
agency that specializes in strong vertical
relevance.
Kaleidoscope has been a valued marketing and
communications partner in delivering results
for the Microsoft Canada Financial Services
team for a number of years. At this year’s
OTX we were able to provide insight to
attendees by showcasing valuable solutions
that deal specifically with today’s changing
financial services industry. Kaleidoscope,
as an integral marketing partner pulled it
all together for us. I would like to thank
Kaleidoscope for their strategic vision and
management of the Microsoft sponsorship of
this event. This resulted in us obtaining a
record number of qualified prospects which
helps demonstrate the value of future
sponsorship investments.
Derek Gooderham
National Industry Marketing Manager
Financial Services
Microsoft Canada Co. |
|
|
|
|
|
|
|
|
|
|
|
|
|
