Marketing strategy and planning success
E+I delivers marketing strategy and planning services that match your business and marketing objectives while using the right channels to deliver results. Our strategic planning is built on timely insights, local knowledge and alignment of our 50 years of creative and media experience.
We don’t stop there. Our purpose is to lock in brand value. Our experience extends into marketing strategy execution to ensure we bring to life the ideas that we co-create with you.
The E+I approach is to fully interrogate the business strategy challenge to identify a range of salient concrete “deliverables” that we can use to build the solution that efficiently meets the marketing needs. While we could make informed judgments as to what these “deliverables” are, our belief is that they are best identified and prioritised with a client’s input in a workshop format.
We have a strategy as practice mindset. Using your inputs and feedback to agree on the “deliverables” that we use to build your brand and product messaging. This, in turn, satisfies the marketing objectives with truly relevant messaging. In other words, we generate awareness while reinforcing the central constituents of positioning.
What is a business strategy?
In marketing it is important to bring brand strategy and business strategy together.
To achieve this we take your company strategy one step further and use a Business Values framework to guide our brand communication initiatives. This means that we ensure that our communication “deliverables” amplify one or more of the pivotal business dimensions: Customer Centricity, Operational Excellence and Product Leadership.
We aim to ensure that our insight is clear from the start.
For example, for one of our clients we were able to:
• Identify new product opportunities via a member age analysis.
• Predict growth rates and pre-emptively identify the need for new sales targeting.
• Reveal regional and demographic scheme usage profiles and identify new opportunities for sales drives.
• Predict salient audience dynamics, e.g. age at which it is most beneficial to sign up new members to the client’s programme.
• Gain insight into the customer lifecycle with a predicted tenure of membership.
• Develop insight into up-selling opportunities (who and when is best suited).
• Secure an understanding of customer lifetime value for the client.
• Segment the membership base into significant groups using not only demographics but various psychographic and attitudinal measures.
Market intelligence driven strategy
How many levels of strategy are there? While the stereotypical three levels of strategy, i.e. corporate, business and functional apply we segment our strategy process into two phases. Firstly ensuring that market intelligence secures and documents a clear business-to-marketing case, after which we zone in by generating both creative and media strategy briefs with one key insight.
Our strategic planning capabilities include an online research/panel/community platform, as well as access to a prescreened diversified audience of 16,000+ adult South Africans. Ongoing work includes the management and use of a research panel for a major South African media company, as well as numerous ad hoc research projects.
We use research and information to generate market insights that underscore the development of relevant business strategy. This offering includes rapid questionnaire design, inclusive of the use of video, image and audio and “instant” feedback via the live online reporting for dipstick surveys and polls. Our market research service includes onsight store/event/activation visitation for instant spot checks and photo recording across South Africa, at any time.
Ebony+Ivory’s market intelligence offering also includes:
Strategic Conversations: The lost art of conversation is re-invented at a leadership level as we engage with decision makers that impact your business and economic future. Conversation is anchored in relevant issues while building trust and authenticity. We invest heavily in this process as we reveal the heart of sentiments, the core of beliefs and the trigger of behaviours that determine your future. Strategic Conversations mean forthright customer-led strategy development.
Neuromarketing: Radical new predictive eye-tracking technology is part of our strategic planning approach. Developed in Europe, leading-edge predictive eye-tracking software reveals hotspots/focal points and colour loads in advertisements, webpages and outdoor communication. What is seen in your communication and how will we improve it? With predictive eye-tracking we strengthen our strategy offering.
Leadership Competency Assessment and Development: Good business leadership matters. It creates a realm of prosperity and safety. Business leaders build a compelling vision of the future and empower teams to move forward. Leadership is a function of 11 core competencies. We map your company leadership competency against known norms and reveal gaps and understudy potential.
Get in contact.
We’re ready to see the gap that informs your effective marketing and brand strategy.