Grow Lifetime Value by Retention.

We take a refreshed look at Go to Market strategies to spur brand growth.

Synopsis.

Growth is more than creating demand - it’s about capturing, retaining and growing the demand you create. This requires a new, ‘always on’ view of the consumer.

The evolution of the Go to Market strategy is a combination of high-impact brand messaging, performance-based marketing and CRM all orchestrated to build a lifetime-value mindset for the brand <> consumer relationship - all tested, measured and optimized along the way. This model leads with retention first working our way back towards acquisition - building a marketing machine that continually adds value for both consumer and brand.

The ‘campaign’ world has entered its ‘always on’ phase - leaving opportunity for breakthrough messaging to create demand, but delivering an algorithmic engine to capture, nurture and convert that demand.

Highlights.

Audience Knowledge Graph

Fully understanding the audience through dynamic segmentation and persona development, provides the inputs for an audience knowledge graph - a model where targeting, tracking and optimizing audience information is used for stronger understanding and personalization.

Experience Strategy & Framework

Seamless experiences don’t come from campaigns. They come from a strategic approach to a holistic relationship with your business. This relationship is mapped out at the outset of the Go to Market strategy - starting with loyalty first, working backwards to acquisition.

Data Modeling & KPI Development

The way data is used is the driving force to implementing a successful experience strategy. We work with our clients to help make sense of all the data elements and opportunities - then we test, measure and track against program, brand and business KPIs.

Channel & Content Strategy

The channels and content needed to fulfill the strategy are determined, connected, created and launched dynamically to best communicate and fulfill the brand message while engaging the audience types in a personalized way - creating an ongoing value exchange between brand and consumer.

Value & Messaging

Knowing what to say when and how to say it is a brand experience in and of itself. Our approach is based off a story arc that unfolds for the consumer, not a single ad or message repeated across every channel in the same way. We believe in sequential messaging based on brand value and consumer need.

Relationship Gamification & Optimization

The days of launching a campaign and moving on are over. Go to Market strategies are ‘always on’ with a constant focus on testing, measuring and optimizing. Developing the algorithms and decision process to ensure a connected and consistent messaging experience delivers insights for pivoting and optimization, while creating real value with the consumer.

woman-with-white-shirt-raising-her-right-hand-976863.jpg

How we’ve done it.

Auto Nameplate Launch

We helped a Global Auto OEM answer the question, “How do we launch this vehicle in a personalized way, showcasing details of our vehicle against the segment leader?”

We developed a personalized Go to Market strategy that connected direct value of the vehicle to the needs of the individual driver. Using AI tools, we understood the pain points for the competitive segment leader. Then we developed an algorithm of sequential messaging that connected the priority of features to the benefits for the driver based on pain point areas. This resulted in increased shopping metrics and dealer foot traffic.

Pharmaceutical Audience Development

We helped a Global Pharmaceutical company answer the question “Who should we be targeting for our new brand level campaign?”

Together, we identified, constructed and built detailed and actionable audience segments and personas. Using AI tools, we clustered conversations around healthcare and pharmaceuticals to identify core topics and engagement. Once established, we extracted demographic and psychographic information to form a baseline persona, which was rounded out by media and research data. This resulted in 5 rich and actionable audience territories with sub-areas ready for messaging and engagement.

Cannabis Brand Tracking

We helped a large Cannabis company answer the question, “What does the marketplace look like for our brand and where are there opportunities to go to market strong?”

We performed a baseline brand tracker and consumer research study to identify the current state of the industry in legalized and near-legalized areas. Connecting a combination of quantitative and qualitative research methodologies along with AI tools, we were able to build the foundation of a Go to Market strategy to capitalize on market opportunities, competitive weakness and targeted consumer behavior trends.

View Work