marketing

In order to convert ideas into strategies, and strategies into action, we often recommend a structured Strategic Marketing Plan.

This would include a full evaluation of:

• client and competitor analysis


• product and pricing strategies


• market segmentation and positioning strategies


• promotional, exhibition and PR activity

A Strategic Marketing Plan fundamentally differs from a Business Plan as it looks in depth at the Marketing function. Its similarity is the "strategic" element - in particular linking objectives, strategies and tactics together with measurements, monitoring and controls to ensure thorough implementation.

The main areas covered in a Strategic Marketing Plan include the following

• marketing mission


• marketing audit


• market segmentation


• positioning strategies


• marketing mix


• product and branding strategies


• pricing strategies


• channels of distribution


• advertising strategies


• sales promotion strategies


• internet marketing strategies


• trade show strategies


• public relations strategies


• overall marketing objectives and strategies


• marketing tactics, time scales and responsibilities


• marketing budgets


• monitoring and control procedures


• implementation methods

market research

Many different types of research can be conducted by RDA including:

• competitor research - market share, products and services, financial, market positioning, etc.


• customer research - what your customers really think about your goods and services, complaints handling, quality control, response times, etc plus new markets - where your products or services could be marketed to in the future.


• staff research - what your staff really think about pay, conditions, prospects etc and what improvements they think could be made.

corporate identity

RDA has a long and established background in creating, developing and implementing corporate identity and branding projects.

At RDA we believe that successful brand design is about promoting business strengths. Regardless of whether we are working on a new identity or developing an existing brand, we start by thinking about what our client is good at and what they believe in as a business. Only when we've agreed and defined a customer's brand values, needs and objectives can we start to build and communicate a brand.

At the heart of all projects is the Creative Brief. The Creative Brief defines the objectives and goals of the design programme and is developed by Rda with members of the client team. If necessary, we can also incorporate qualitative and quantitative brand research amongst new and potential customers and members of staff.

Our objective is always to define what drives customers to a brand? What makes them buy? What do they like about doing business with you? What are potential customers looking look for in their buying decisions? All this helps us to develop the look, feel and messages behind your corporate identity - so you can develop your business.

Our corporate identity package includes:

• brand research and analysis


• creating business names


• developing slogans and tag lines


• designing logos and corporate identities


• writing corporate identity guidelines


• stationery design and print


• signage and vehicle livery design


• on-going brand implementation across websites, literature and advertising

public relations

At RDA, we believe that effective public relations, (PR), is more than just sending out Press Releases. Highly targeted PR can produce some remarkable business returns. We approach PR from a strategic angle first, so that time and money can be more effective.

We start by putting together with you a Strategic PR Plan which often looks at the following:

• PR mission - what you want to achieve as a final end result and when


• PR objectives - what are the key elements that make up the end goal


• PR strategies - an analysis of the strategic option for achieving these objectives


• PR tactics - detailing actions which will give the strategies every chance of working


• PR timescales, responsibilities and controls - who is going to do what by when

promotions

RDA are able to provide a management service to meet all your promotional needs including product launches at major exhibitions and events.

telemarketing

Our expertise is in setting up and running campaigns, as well as actually making the calls. We independently source, monitor and control external call specialists, thereby maintaining a high standard of service for you.

Before starting on a telemarketing project, we work with you to put together a Strategic Telemarketing Plan, which will look at your target clients, your unique selling points and your campaign objectives. We then refine the call proposition so it may have a better chance of success.

Working closely with you, we then independently control the following steps:

• prepare a call guide. It is vital that this is prepared and presented in the best way to meet your objectives, but we do not believe in scripts.


• source a targeted database of prospects - this can be a trade list or a financial data list.


• source call specialists who we have worked well with in the past, or screen new call specialists.


• train the call specialists who will be working on your behalf using role-play and similar techniques.


• monitor the call specialists in order to maintain a high quality of service and feedback for you.

lead generation

This involves RDA calling prospects on your behalf to:

• confirm the contact details of the decision makers.


• introduce your company, products and/or services to the decision-maker with the objective of making a confirmed appointment.


• identify prospects who require company or product literature before confirming a meeting. In this case and only if they are seriously interested, we will forward details to you so that you can send appropriate literature.


• to follow up mailings a few days later with the intention of making a confirmed appointment.


• make notes from the calls and send to you for your future use.