 Unlike traditional advertising agencies and consultants, Branded Merchandise offers an integrated approach to marketing. We begin with strategic discussion and planning to define a vision and direction for your business. This identifies opportunities and weaknesses so our system can set priorities and actions that achieve goals within your current budget.
Our strength is derived from defining the relationship between the marketing dollars that go out and the sales dollars that come in. In other words, Cost-Accountable Marketing. Most entrepreneurs will buy Ad space simply because they know they must. They put out Ads that are virtually identical to their competitors and usually in the same media. The result is competing on price.
Prospects will not switch from one vendor to another without a compelling reason. People don’t just break their buying habits, they replace them! So the question is: Why should they give you their business? What’s in it for them?
This is the most important of all business questions. If you can define the one or two top reasons that motivate prospects to switch vendor you are on the path to market dominance. This will never be achieved with an awareness based, “Me-Too” style campaign.
Top-of-Mind Awareness marketing is the sole reason why so many businesses compete on price. By trying only to get into prospects memory you miss the entire point of marketing: To Facilitate Decision Making.
So the goal of our campaigns are to have qualified prospects interact with your brand. By providing an incentive; a gift or promotional item that resonates with your potential customer, you increase the rate of response by a large factor.
By doing small scale tests one can achieve a high level of predictability any campaign.
ROI Tracking
Once a campaign is underway, it must be tyrannically traced for Re-turn On Investment. A relatively simple, if not tedious task.
Like the great Claude Hopkins said: “We cannot go after a thousand men until we win one.”
All marketing tools must be keyed, traceable. We have to know where prospects are coming from.
Split Testing in this way allows us to flesh out what actually works for various segments. Once this phase is seriously underway you start to zone in on the 80/20 Rule (Pareto principle). This simply states that 80% of profits will come from 20% of activity/market.
This is the gemstone at the end of a Direct-Response marketing plan. How much better would you sleep knowing exactly who gives you most of your money and the sales message they find irresistible?
Customer Retention
It’s widely accepted that roughly 20% of you customer base is responsible for 80% of your profits.
This 20% can be defined as you #1 customer. Not a person per say, but a type of customer, the ones that value your expertise, rely on your judgement and rarely force you to compete on price.
Think of your #1 Customer as the most valuable asset your company owns.
But here is a not so known statistic: 67% of all the customers you’ve lost have left you because of “perceived indifference”
Almost 7 out of every 10 customers you’ve lost left because they came to feel taken for granted, like they weren’t valued enough!
If you apply this to your #1 Customer base it starts to seriously affect the profitability in a major way.
The good news is there is a simple and very cost effective way to guard against perceived indifference, and advertise your brand at the same time!
BMC can show you the way.
We’ve developed custom programs for just about every segment of industry. And the results are always the same: Increased customer retention and increased revenue.
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