Strategic marketing for David brands competing against Goliaths
"As an astronaut, especially during launch, half of the risk of a six-month flight is in the first nine minutes."
-ISS Commander Chris Hadfield
To put it another way: planning matters. Before you launch a product we'll define target customers, distribution channels, marketing tactics, and sales processes. With detail, rigor, and clarity.
Marketing a product to everyone is like throwing spaghetti at the wall to see what sticks. Rather than spreading limited resources across all possible customers, focus your resources on the best segment, then build on that success to broaden your market. You'll get actionable counsel to trigger the behaviors that drive purchase.
Customers are often looking for brand authenticity, and one way to build trust is by leveraging influencers to share their story of how they use your products. We carefully select the influencers that will resonate with your target audience, and demonstrate high engagement with their followers. We use creative ways to educate them about your product and mission, and design a program based on your objectives.
Fully-loaded employee headcount makes finance departments sad. Make yours happy! The Fractional CMO model gets you executive-level business strategy and hands-on tactical execution, without the cost and risk. This is how you build a marketing organization while staying lean.
Events & Trade Shows
We've planned and executed hundreds of trade shows and events. Whether you have a simple 10'x10' booth or a huge experiential installation, we will make your event on-brand and memorable. We obsess over the details so you don't have to.
The look and feel of your brand must have a strategic foundation. Once we understand your target audience , we develop a brand archetype that will foster a memorable, deep connection with customers. We then manifest your brand personality into packaging, social media, a website, or anything you need. We provide you with detailed brand guidelines to keep the brand consistent over time.
Sales & Distribution
Specialty retail, beauty, department stores, food, drug, mass, TV shopping, college stores—we've sold products in every channel. With expertise in sales pitches, volume forecasting, store promotion, and sales training, we'll work with you to create and execute a plan of attack.
We can build a platform to educate key opinion leaders to generate new sales or to influence consumers. Leverage our existing relationships with top scientists, plastic surgeons, dermatologists, aestheticians, nurses, and social media influencers to create a winning program.
We've said it before but we'll say it again: we start with a strategic foundation. What questions do we have to answer for your customer? What messages trigger behavior? We can develop entire campaigns or specific pieces of content. Emails, videos, photo shoots, infographics, web content, case studies—we've got you covered.