Marketing Planning | Orwig Marketing Strategies | Toledo Based Marketing Strategists

Effective marketing communication is much more than "keeping our name before the public."

Effective marketing communication is much more than
"keeping our name before the public."

Measuring Marketing Effectiveness How would you answer these questions?
•	Do you clearly understand what motivates your prospects?
•	Does your marketing achieve measurable results?
•	Are you building long-term brand equity or relying on short-term tactics like pricing and discounts?
•	In many categories, “heavy users” – often just 20% of consumers – are responsible for 80% of sales. Are your messages tailored to their unique motivations or to the majority who are occasional users?

Our assignment from Lucas County Children Services was to recruit potential foster parents who shared characteristics common to "the best foster parents." Our research of individuals who had been rated among the best by the client showed that visiting the public library was a major recreational activity. We recommended that the foster care key message be printed on bookmarks. Then we arranged to have them distributed at the circulation desks of all branches of the Toledo-Lucas County Public Library.

Effective marketing communication is much more than
"keeping our name before the public."
Marketing communication first creates awareness of a product or service in the consumer's mind. Then it demonstrates that the offering is desirable or that it provides a solution to a challenge the prospect faces. Through repetition of the key message, it sustains awareness. Finally, it supplies all of the information necessary to complete the sale.

Consumer product marketers use mass media to build awareness and desire then rely on retail channels to close the deal. If the market weakens, they hype sales with promotions, discounts, and coupons. It's an excellent model for selling low cost, low involvement products like candy or office supplies.

Our clients typically face a more complex set of challenges. Aside from limited budgets, they often sell higher cost, high involvement products and services. Most important, their offerings frequently have a significant impact on the lives of consumers or the fortunes of business prospects.

We plan the strategy and implement the tactics.

First we establish goals then refine them into realistic objectives. Next, we study the target audience: their reading, listening, viewing, and web surfing habits. We consider their interests and motivations. Their lifestyles and quirks. We also hunt out untapped potential markets.

Then, based on more than 30 years of marketing experience, we develop a strategy and recommend a set of tactics that will achieve the goals. Besides carefully targeted media, the tactics generally include public relations initiatives, as well as print and online solutions intended to help the prospect "take the next step" toward closing. Sometimes, we also propose suggestions that are clearly "outside the box."

Our approach to marketing creates multiple communication links between the client and target audiences. It's a process we call Multipath Marketing™. The process works because every element of the plan - from creative style to media selection - is coherent and driven by proven marketing principles.

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