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Its important for you to know exactly how we think, how we work and why we are successful at what we do. We are not just looking to make you a hip new logo or a fancy Super Bowl ad. Instead, we do whatever it takes to grow your business.
To start, here are some basic marketing and advertising principles that we believe in and that we encourage any client to embrace.
Principle 1 The Development of Brand Preference
Based on common sense and simple cause and effect, this chart depicts the process your customers must go through if they are to develop a preference for your brand. There is no skipping any of these steps and it all starts with awareness of your product or service. Many ad agencies would stop at the awareness stage, but at CLM we believe marketing can impact each step in this process.
Principle 2 The Four Ps
Every ad agency knows about the four Ps of product, price, place and promotion, but few actually touch all of them. Most believe that their role begins and ends with promotion. At CLM, we go beyond the promotion aspect to help our clients with product, price and place, too. This is what makes us a true marketing agency and not just a maker of ads.
Principle 3 Crossing the Chasm
Innovators and Early Adopters are the low-hanging fruit for new products. These early-market enthusiasts will buy any new product if the cool factor is high enough. But once this market is tapped, how do we reach the Early Majority and the rest of the market that follows them? There is a difference between the four Ps of early market customers and the four Ps of mainstream market customers. How do we cross this chasm? At CLM we specialize in developing and executing strategies that help clients and products bridge from early market penetration to mainstream market success.
Principle 4 Its All About Brand
We believe that branding does more than just create an identity for a product or service. It gives consumers confidence that the purchasing decision they are making is the right one for their business or for them personally. So for marketing programs to work as efficiently and effectively as possible, branding must be strong.
Principle 5 The Effectiveness Formula
Relevancy: making ads that hit home with words that are relevant and believable
Distinctiveness: making ads that stand out visually
Frequency: running ads the right amount of times in the right place for the right target audience without overspending
Effectiveness: when the consumer buys what you are selling
Thanks to an ever-swelling barrage of ads, fragmentation brought about by new media, and a challenged economy, its difficult to break through to consumers. So we use this simple formula to make sure we are reaching them. Ignore one of the three factors and an ad cannot be effective.
Principle 6 A Process, Not a Destination
Closing the loop is a continuous process in the life of your product or service. It is not a pre-determined moment in time. It involves honest assessments of the effectiveness of our strategies and creative work and constant analysis of competitive pressures, marketing changes and realistic next steps.
Principle 7 Managing Your Product Portfolio
To start, here are some basic marketing and advertising principles that we believe in and that we encourage any client to embrace.
Principle 1 The Development of Brand Preference
Based on common sense and simple cause and effect, this chart depicts the process your customers must go through if they are to develop a preference for your brand. There is no skipping any of these steps and it all starts with awareness of your product or service. Many ad agencies would stop at the awareness stage, but at CLM we believe marketing can impact each step in this process.
Principle 2 The Four Ps
Every ad agency knows about the four Ps of product, price, place and promotion, but few actually touch all of them. Most believe that their role begins and ends with promotion. At CLM, we go beyond the promotion aspect to help our clients with product, price and place, too. This is what makes us a true marketing agency and not just a maker of ads.
Principle 3 Crossing the Chasm
Innovators and Early Adopters are the low-hanging fruit for new products. These early-market enthusiasts will buy any new product if the cool factor is high enough. But once this market is tapped, how do we reach the Early Majority and the rest of the market that follows them? There is a difference between the four Ps of early market customers and the four Ps of mainstream market customers. How do we cross this chasm? At CLM we specialize in developing and executing strategies that help clients and products bridge from early market penetration to mainstream market success.
Principle 4 Its All About Brand
We believe that branding does more than just create an identity for a product or service. It gives consumers confidence that the purchasing decision they are making is the right one for their business or for them personally. So for marketing programs to work as efficiently and effectively as possible, branding must be strong.
Principle 5 The Effectiveness Formula
Relevancy: making ads that hit home with words that are relevant and believable
Distinctiveness: making ads that stand out visually
Frequency: running ads the right amount of times in the right place for the right target audience without overspending
Effectiveness: when the consumer buys what you are selling
Thanks to an ever-swelling barrage of ads, fragmentation brought about by new media, and a challenged economy, its difficult to break through to consumers. So we use this simple formula to make sure we are reaching them. Ignore one of the three factors and an ad cannot be effective.
Principle 6 A Process, Not a Destination
Closing the loop is a continuous process in the life of your product or service. It is not a pre-determined moment in time. It involves honest assessments of the effectiveness of our strategies and creative work and constant analysis of competitive pressures, marketing changes and realistic next steps.
Principle 7 Managing Your Product Portfolio
