To help our clients take a fresh look at their customers, their brand, their marketing efforts & business performance, we start by identifying and quantifying the most important benefits your core target customer looks for when choosing one brand over another. At this phase we’re looking to understand such factors as;

Who’s making the buying decision? Who influences their buying decisions? What need drives their decision to seek a solution? What factors drive their purchase decision and purchase behavior? What benefits do they expect? What’s most important? When do they recognize they have a need? When do they start looking? When do they actually make a decision to Purchase? Where can we find them? Where do they learn about solutions to their need, problem or desire? Where do they look for options to their need, problem or desire? Why your core target customer chooses a particular brand over another? How do we effectively and efficiently reach them?

Next, we look to quantify your core target customers’ perceptions of your key competitors’ value proposition. During this phase, we seek to understand; Who your customers view as a viable option to your brand? Who else your customers currently use? Who your customers really prefer to use? What your customers think that your competitors do well? What competitive gaps your customers perceive exist with your brand? What advantages your customers believe your brand offers? When your key competitors typically advertise? Where your key competitors invest their marketing and advertising dollars? Why your customers choose one brand over another? How can we effectively and efficiently beat your key competitors?

At this stage, we identify and quantify the most important benefits your core target customer looks for when choosing one brand over another. This includes quantifying the relative value your core target customer places on the basic functional benefits your brand, product or service provides. We also look at the relative value the customer places on the sensory benefits (sights, sounds, smells, tastes & feel) of the physical product, packaging or delivery process your brand, product or service provides.

We also examine the relative value your core target customer places on the emotional and external benefits (how they feel about themselves and how they perceive what other people think) they experience when they use of your brand, product or service. Finally, we identify which of your brand, product or service benefits customers view as competitively unique to your brand.

After identifying and quantifying the critical drivers of brand choice important to your core target customers and understanding their perceptions of how well you and your competitors deliver against their expectations, we turn our attention to crafting those insights into a refined brand value proposition, brand message, and creative strategy that better connects your business to your core target customer’s needs and desires.

Our Fresh-Eyes Marketing Review team reviews your past marketing programs and marketing activities, and analyzes how each effort impacted your campaign marketing metrics. Based on our review your past marketing performance we develop a score card ranking the various marketing efforts you’ve deployed and document your marketing campaign performance ratios and benchmarks summarizing the impact of your marketing investments on the end-to-end funnel from leads to prospects to sales to revenue.