Loosely stated, marketing is about controlling perception and generating response. In the business-to-business environment, response is ultimately measured in terms of relationships and revenue. In the education market, response may be indicated by enrollment or fundraising. For non-profit organizations, response may be measurable through donations or an increase in volunteerism. Effective marketing services deliver appropriate responses.
At MarketPoint, we help organizations define objectives and manage outcomes in all areas of marketing, from identifying the organization’s brand essence to achieving revenue, membership, enrollment or awareness objectives through traditional marketing channels, public relations management, digital marketing, social media, and guerrilla marketing techniques.
For those of you who are more familiar with McCarthy’s classic “4 Ps” taxonomy, they would include:
- Product Development: needs analysis, by target group; perception studies (current and prospective members or customers); sizing and ranking potential markets; competitive analysis; organizational SWOT analysis; target market values analysis; product/service design and re-engineering; modeling (product/service design validation)
- Pricing: base pricing; pricing strategies; promotional pricing
- Promotion: positioning; logos and taglines; collateral development; communications and advertising campaign development; employee communications; public relations; email marketing; Google AdWords; banner advertising; pay-per-click (PPC) advertising; social media, guerrilla marketing and viral attempts
- Placement: geographic and vertical market selection; direct sales integration; communicating with distributors and channel members; customer service and support messaging
Laura is easy to work with, extremely intelligent and — most importantly — capable of developing a marketing plan which will help any business reach its goals. Her unique combination of marketing ‘know-how’ and creativity make her a perfect partner for any organization.
MarketPoint listens well. They are great at extracting the key bits of information vital to formulating a marketing strategy.
MarketPoint asks the tough questions necessary to drive one’s business. They don’t let incomplete answers go by, and that’s important in achieving growth today.
MarketPoint helped us better understand our professional development and training market, and gain better insights into customer perceptions and our market position. We were so pleased that we extended our consulting agreement, which gave us more time to recruit and onboard a permanent senior marketing officer – who benefitted greatly from the strategies they developed while managing our team and our marketing efforts through the transition.