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OUR APPROACH
Developing successful marketing, advertising and public relations strategies, and programs that result from those strategies, requires a partnership between agency and client to develop a clear and concise set of objectives. Objectives include a review of internal client capabilities, an understanding of the client's geographic market coverage and where growth opportunities lie, and an understanding of the consumer purchasing decision process, likes and dislikes for the category.
Once objectives are set, and all available information is in hand, McDill will recommend the following initial steps, which may vary depending on your goals:
- Brand positioning and message development
- Field a comprehensive attitude and usage study that that will identify key needs, wants and perceptions of your partners, distributors, and consumers
- Sort the assumptions and understandings findings to evaluate key selling attributes against customer wants and competitive positioning
- Develop a master brand positioning and brand character recommendation
- Audit existing marketing communications against the brand positioning and character statements
- Recommend and develop concepts for marketing communications programs
- Copy test brand position and character statements with focus groups
- Facilitate and write a marketing communications plan (client and agency involvement) which contains a situation analysis of target audiences, product offerings and competitive factors plus specific objectives, strategies, tactics and measurement of each program
- Most positive outcomes are the result of a process. Brand positioning is no exception
Our methodology includes:
- Defining the key brand stakeholders, their demographics, values, lifestyles and relationship to the product category
- Understanding the familiarity, impression and perceptions of the product or brand as well as action in support of the brand
- Crafting a positioning statement that includes the name, description, core benefit and stakeholder or target
- Articulating a brand character statement that personifies
the product
- Developing an integrated communication plan that carries the brand positioning, character and includes a situation analysis, objectives, strategies, tactics and measurement elements
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