Brandgain Strategic Services
Service Portfolio
Marketing Strategy & Process Development
In today’s business environment, your success depends on understanding your customers, exceeding their demands for service and delivering value across all touch points.
Brandgain’s Marketing Strategy & Process development helps companies address critical customer management issues including (a) customer selection/segmentation, (b) customer retention and churn management, (c) product pricing and bundling, and (d) partner and channel management.
Our objective, analytically-based recommendations are closely tied to your corporate strategy and help inform the explicit choices that are required to successfully compete for market share among the most profitable customers in a given industry or segment.
Our strategic recommendations are always practical and implementable. We examine the specific business processes that support our clients' end-to-end customer experience. We examine and understand the interdependence among the consumer, the company, and the extended value chain. We then optimize results by applying best practices from across our solution portfolio and customer segments to create an integrated solution.
Information Management Services
How is this solution different from other database marketing organizations?
We understand your business and the data you hold.
Your data is more than a series of numbers and characters; it is a building block of enterprise wide success and competitive advantage. However, you need someone to help you interpret this data to refine the essence of potential future success. A data management company will not be able to offer this value; they simply look after the data and nothing more, providing no value in marketing planning, interpretation of data or value trends in the market.
Our Information Management service actively promotes customer research to take place before addressing the strategy planning, creative programming and branding investment.
As we position the appropriate application of data and its interpretation to the heart of direct marketing, our Information Management services actively improve your return on investment within the marketing function and budget allocation. How? Through the elimination of any misreading of data or lack of accurate customer information prior to the campaign. It is data, which causes a compromised campaign with frustrating results, not the creative, or the message it promotes. As we said,
data is one part of the service equation, interpretation is the real value.
Understanding buyer requirements is a key component of a successful campaign and can help determine all aspects of your marketing mix. By using good customer information, customers needs and wants can be established and more importantly show how you can communicate the right message in your next campaign.
Intelligent targeting is made far easier when you have existing client data. Brandgain works with our clients to turn data into useful information that can be used to answer essential fundamental questions including:
- How many customers do you have?
- Who are your "best" customers?
- How can you identify buyer requirements easier?
- What is your current market penetration?
- What is the extent of your market opportunity?
- Who should you target for retention/ loyalty programmes?
- How can you best manage internal sales resource?
Data Planning Services and the complete outsourcing of your data and data quality overheads.
Brandgain's investment in a leading CRM (Customer Relationship Management) system has ensured all data management can be stored and acted upon effectively. An investment that has removed the expenditure from our client's marketing budget, while allowing them to enjoy all of the service benefits.
From the outset Brandgain will scope and design the database to cater specifically for marketing and sales objectives.
Existing databases can be formatted in a manner that supports marketing targets and not just a way of maintaining tidy data.
We have experience of advising our clients to develop their database as a pro-active toolset that can influence campaign management, lead tracking and prospect development.
The more data you have on your customer base will enable your message to be more focused and encourage a desired response. With accurate database management you will understand every aspect of your customers lives and also be aware of every factor that has a bearing on their decisions.
Audit of Current Information
- Identifying the scope, scale and accuracy of data held by the client including pilot testing of existing data by assessing the way information is currently being used and providing advice of what needs to be changed to maximize your ideas.
Establishing the main purpose of the database and the main target audience and sectors.
- and accuracy of data held by the client including pilot testing of existing data by assessing the way information is currently being used and providing advice of what needs to be changed to maximize your ideas.
Establishing the main purpose of the database and the main target audience and sectors, Identifying the scope, scale.
Data Sourcing
- Searching and reviewing other data sources to compare, complement or replace with client data requirements. Handling list purchase and rental as well as on-going data development.
Formatting of Database
- Formatting in a manner that supports marketing objectives and not just maintaining tidy data. Enabling fields to be compatible with their own database structure.
Data Development
- Merging and processing of external new data and freshly researched data. Size of database required.
Pro-Active Resource
- Developing a database as a pro-active toolset including campaign management, lead tracking and prospect development. The information can then be provided in a format that everyone can understand and share to the benefit of the business.
Management & Maintenance
- To agree from the outset a data management maintenance schedule for the database to keep all information up to date.
Database Management is an organic development using targeted pro-active marketing communication; Brandgain helps our clients to utilize marketing data to maximize profitable lead generation.
We have always taken the approach of monitoring the effectiveness of all our outbound service mechanisms to maintain quality control and avoid any wastage. This information will vary considerably ranging from website statistics to reply mechanisms on direct mail campaigns. By utilizing this information effectively a business will reap the rewards.
We can make information work for you at every stage of every project and whether it's direct mail or advertising, exhibition design or incentive programmes, websites, web portals or even webinars you will know the best way to target your prospects
Closed Loop Marketing (customer acquisition, retention & loyalty management)
Brandgain’s Marketing and Campaign Management provides the foundation for “Closed Loop” marketing and lead management and is aimed at increasing the overall efficiency and effectiveness of a Client's marketing function with the ultimate goal of improving the customer experience. Brandgain, and our partners, provide tools and technologies that are designed to convert customer data into customer knowledge, giving marketing the intelligence they need to perform their job at their full potential. This solution is designed to support successful CRM rollouts by establishing key marketing and sales system metrics to measure business impact and return on investment across multiple sales channels. While reducing marketing and sales costs this solution is aimed at enabling marketers to work more effectively and help them build lasting, meaningful relationships with customers.
This solution can enable you to move to an enterprise-wide, customer-centric culture through consistent and integrated communications, effective marketing automation and unified interactions across all customer touch points. Using organizational knowledge assets to measure consumer profitability, promotional success and return on investment can help you improve marketing practices, lower redundancy and advertising costs and reward customer loyalty.
With this solution you can:
- Understand and predict customer needs
- Build valued and long-term customer relationships
- Manage customer profitability
- Improve branding and customer loyalty
- Contain delivery costs
Brand Leadership Solutions
So many brand leaders wonder why their end users do not know about their brand or have clear preference for the same even when they are the largest players/sellers/ manufacturers in their respective segments.
Through Brand Leadership Solutions we focus on
®
- Reinforcing a brand’s leadership positioning
- Evangelizing generic technologies/ segments/ platforms
- Exclusive brand association with the category
- Positioning with vertical target segments
- Viral marketing for the leading brand
Proposition Building "go-to-market" strategies.
- New Product Introduction
Review and analysis on how best to introduce new products and services to existing and / or new markets.
- Product Marketing
Product Placement, pricing and positioning advice and guidance.
Marketing Communications Planning (External & Internal Communications)
- Advice, guidance and assistance through to full marketing communications plan development.
- Development and enhancement of the Internal communication tools such as Intranet, Employee Bulletins and other information feeding and moral building tools.
- Customized publications for external stakeholders and extranet development.
Sales Strategy and Process Development
- A review of current direct and indirect channel sales strategies and sales process methods.
- Review and recommendations to improve current strategy and planning for improved sales process development including lead prospecting and tracking systems, sales forecasting.
Intelligent Lead Development (ILD)
Lead generation isn't simply a matter of sales promotion. Research isn't simply a matter of data collection.
Both are a foundation for analytical lead development where research and intelligence drives lead creation and strategic development.
As Asia’s 1st SMPO Brandgain is committed to pioneering the concept of 'Intelligent Lead'. A lead which has not been forced by the unrealistic demands for quantity but one where engagement has been attributed to intellectual interaction and stimulation.
Invariably when operating in emerging markets, as with most of the markets across Asia at the moment, straight sales promotional activity will rarely meet expectations and will ultimately fail resulting in a downward spiral of diminishing returns where lead quality suffers at the expense of quantity.
ILD can be a research led, certainly content rich solution, that can support and enhance your product launches, help evaluate the competition, test the market place and improve marketing communications. Not limiting, ILD to marketing communications, such lead driven programmes help deliver valuable sales support and even drive your public relations to stimulate interest and more provocative headlines for editorial use.
The key to improved lead development is consistency in quality and focus. Intelligent lead generation programmes help refine your proposition development reducing sales cycles, and bringing together the entire marketing communications mix to deliver consistent levels of enquiry.
Some of the immediate questions about ILD may be flooding your minds and you could find their corresponding answers in the following FAQ about Brandgain’s pioneering concept of ILD.
Does Brandgain have the pedigree to advise?
With vast experience across verticals in business-to-business marketing and sales, Brandgain team is able to combine elements of the traditional marketing mix with strategic direct marketing to provide clients with an integrated sales and marketing solution. Indeed, the methodologies used by Brandgain enable clients to view us as a unique extension of their internal sales and marketing departments.
Why use Intelligent Lead Development in your Product's Lifecycle?
Introducing a new product or brand is fraught with risk, which is why Brandgain always advise clients to consider the use of ILD in pilot launches, producing a series of test campaigns that are each linked to a specific proposition and research exercise. This helps you gauge the response of your customer base to new products or variations, as well as your propositions or promotions.
How Brandgain's Intelligent Lead Development Can Help Your Company?
ILD can test the likely response to product changes before you put these changes into production. Using the new product development strategy as a sampling framework, selective focus group campaigns may be able to show their interest in a change to product design NOT BY OPINION, but by the propensity to demand or enquire. This way you not only get a sound product footing for product development, you also receive a ready made pipeline to then go and sell to.
How can ILD help you shape your product?
Use ILD to test market your new product introductions and supporting propositions
How can ILD help in your marketing communications?
Event Marketing
Add value to your next event or exhibition by utilizing existing and newly acquired research data to generate focused marketing programmes and then action a proactive response to lead development gained throughout the event programme.
Customer interaction with your corporate website
ILD improves website interaction through Online Poll Research by placing you data on the company website as an invaluable promotional tool to validate your service/ product offering. Take this approach further and create polling communities through the use of the Brandgain debate engine, enabling your clients to further argue their opinions on a given subject or debate.
Competitor Evaluation
Brandgain can organize focus groups gained from your lead development to test the response to your new products, campaign or services in comparison with your competitors.
Sales Support
Reinforce your next sales drive with validated data that can reinforce the benefits of your service or product to existing or prospective customers.
Channel Partner Acquisition
Acquiring new channel partners is not about listing down the list of companies selling similar products/services and going after them, we take it as aserious business matching service wherein we undertake a detailed assessment of the prospective channel partner, study their market leverage, customer orientation, financial management systems and most importantly matching of value systems with that of the manufacturer. Subsequently we apply account management techniques to keep the ongoing relationship well oiled and efficient in order to deliver in tandem with your sales & marketing objectives.
Sales Program Logistics
It is common occurrence that organizations with massive growth designs launch high budget multidimensional Sales Programs, but are not able to attain the pre-decided outcomes and lose steam during the implementation phase. We take complete ownership of the objectives to begin with and take over the entire program logistics into our ambit. We create systems to manage the entire program, keep tab on the cost, generate the required cooperation and efficiently implement among the cooperative marketing partners and distribution network all the while ensuring that the program is progressing towards the corporate objectives of our clients.
Sales Force Training & Coaching
Training & Coaching of the sales force is an issue of great importance in the customer loving age of our times. We have identified that most training programs fail because there is not enough emphasis laid on converging the training objectives with the individual career objectives in the case of employees and with the business objectives of the channel partners. Brandgain uses a unique model of sales coaching where each individual/ business is dealt as unique cases having clearly predefined expectations from a program and further customization of content is done in order to meet those expectations. Nationwide and cross border implementation of training across the hinterlands where channel partners/employees are based without losing sight of the overall program objectives is the forte of Brandgain Sales Training & Coaching services.
Business Growth Programme
Organic growth is often determined as the most preferable method of business expansion, taking the essence of an existing business and then evolving this internally, growing based upon the skills and decision making of the management team.
Least costly, highly controlled and definitely without the complexity of amalgamating management teams or polarized Board members.
However, whilst seeming attractive from this evolutional aspect, organic growth is fraught with the risk of ‘narrow vision’ – what is believed in has to be right and may be based on a growth strategy that has little or no external input and which rarely receives any justification to questioning Board.
Brandgain, through our Organic Growth Business Audit can - when combined with strategic direction or other consultancy products - help remove the doubt from organic growth decision-making. It does this through a sound evaluation of current business circumstance through an objective pair of eyes, and then helps refine or develop the growth strategy in line with your organic evolutionary demands. Looking at sales approach, marketing, liquidity and market potential our approach helps off set some of the risk in change.
This way you can grow from internal expansion, however, this time have decisions, strategy and direction measured, tested and evaluated each step of the way so as to ensure such growth tactics into new markets or product development are sound.
That forms the backdrop for a complete Business Growth Programme from current situation analysis, to business and marketing strategy development and planning to sales and marketing integration and communications delivery.
Brandgain business and marketing consultants offer a wealth of industry, marketing and sales knowledge to conduct a full range of Business Growth consulting assignments.
It makes sense in our world to integrate marketing activities, - even in the 21st century organizations are using mixed messages throughout their communications strategy. Leaving an audience confused and bewildered.
At Brandgain we continue to strive for organizations to implement a "joined up" marketing strategy.
Benefits brought from integration across all elements of communications;
- A coherent message to include all audiences throughout the organization from marketing through to sales
- A clear understanding internally of the business message
- A market which understands your organization and supporting proposition
- The eradication of confusion both internally and externally
- Build brand values
- Differentiation against competition