What does all this mean to my business?
In order to get the best results from your business development program, ClearMatter team members analyze your business strategies and tactics beginning with the essentials of the marketing process. After identifying where critical process gaps exist, a Clarity™ Business Development plan is created for your review. The program includes internet based, off-line and integrated campaign development for your key products and services.
Starting your program can be as simple as a conversion-optimized landing page, or as sophisticated as a multi-program integrated marketing campaign that uses our core marketing process steps.
No matter which you choose, the end goal is focused on improving, building and increasing profitability of your products and services offerings.
Advertising: Single product benefits for customers
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. An advertising plan for one product might be very different than that for another product. Advertising is typically done with Internet ads, signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.
Promotion: Keeping product “top of mind”
Promotion keeps the product at the top of the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and press mentions. The activities of advertising, sales and public relations are often considered aspects of promotions.
Publicity: Uncontrolled free media mentions
Publicity is mention in the media. Organizations have little control over the message in the media, at least, not as they do in advertising. Reporters and writers usually decide what will be said.
Public relations: Company and product media mentions
Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Public relations is often considered as one of the primary activities included in promotions.
Marketing: Match product benefits to customer need
Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include “inbound marketing,” such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. “Outbound marketing” includes promoting a product through continued advertising, promotions, public relations and sales.
Sales: Leads purchase products, become loyal customers
Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product.
