Gulf Shores Alabama
What We Do
Search Engine Optimization
Full Media Services
Marketing Plan Development
The marketing plan may be the most important document a company possesses. A marketing plan assembles all the pertinent facts about your company, the market it serves and its products, services, customers and competition. It sets goals and objectives for a specified period of time and lays out precise strategies and tactics to achieve them. The plan contains four principle sections: situation analysis, marketing objectives, marketing strategies and tactics. The situation analysis presents all relevant facts about the company’s history, growth, products and services, sales volume, share of market, competitive status, markets served, distribution system, past advertising programs, results of marketing research studies, company capabilities, strengths and weaknesses. A company’s marketing objectives should be logical deductions from an analysis of its current situation and its prediction of future trends. To develop the marketing strategy, the target market must be selected, the product’s positioning determined and a cost-effective marketing mix for each target market must be constructed. The tactics, or short-term actions to be taken, are then established.
Having a marketing plan will better help you focus on your target audience and determine any gaps in the market that could provide new opportunities for your company. Your marketing plan will also enable you to measure how your company is progressing and determine strategies that are working for you and those that are not. Your marketing plan should be reassessed annually, revising your situation analysis, analyzing and updating your goals and objectives, incorporating new advertising strategies and eliminating those proved unsuccessful.
Advertising Campaign Development
Upon completion of a marketing plan, an advertising campaign should be developed. An advertising campaign is a natural outgrowth of the marketing plan. Usually consisting of multiple advertising plans, the marketing plan should be the basis for developing all advertising plans. Advertising campaigns can be used to create general awareness, drive a target audience to an event or sale, inform the public that your company is moving or inform a target market of a new product or service offered. An advertising campaign is developed in much the same way as a marketing plan, but on a smaller, more focused level. An advertising campaign generally has one main objective and provides greater details about the strategy used to obtain this goal. A time frame is set, specific media vehicles are chosen and the creative message is determined. Once completed, the final advertisements will be produced and placed in media outlets.
Again, a marketing plan is often composed of several advertising campaigns. Your company may offer several products or target diverse audiences in which you would need separate tactics to relay the advertising messages. Or your company may have a sale coming up and you need to quickly saturate the market. Whatever the need, most goals can be reached by creating an effective advertising campaign.
The purpose of media planning is to conceive, analyze and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. This process determines where your company should advertise, what media vehicles should be used, during what part of the year is most effective and how often the advertising should run. Once the media plan has been constructed, the media should be placed in the selected media outlets.
Analysis of Current Marketing Plan
This process simply includes analyzing your company’s current marketing efforts. Most importantly, this analysis will determine if your marketing dollars are being spent in the most cost effective way. Additionally, improvements to the current plan will be suggested, eliminating waste and making sure your advertising message is meeting the desired audience.
Analysis of Current Creative Material
Analyzing your company’s current creative material can be extremely beneficial. If your advertising is reaching the intended audience, but not driving consumers to make a purchase, your creative material needs reworking. Your advertisements must effectively communicate the message while staying consistent with your brand identity. Furthermore, your creative material should be updated every two to three years to keep up with trends in the advertising industry.
CD and DVD Production
Video can be a powerful tool when used as a marketing strategy. Video is beneficial when demonstrating a new product or showing in depth features of a product. An interactive CD or DVD can be delivered to clients via direct mail or used as a brochure for potential clients to pick up. This tool will communicate the advertising message in great detail, spiking the consumer’s interest about the product or service.
Research is extremely important in the advertising field. Because this industry is fast paced and frequently changing, it is necessary to perform research on the product, consumer and market. Conducting research on a product or service your company offers is very beneficial. Gathering information about your competition and determining exactly what your customers want can increase the growth of your company. Product research can lead to the development of new products or services and provide ways to improve your product or service.
Additionally, performing consumer research on your target audience is very important. Information that can be found conducting consumer research includes purchase habits and interests among your target audience. Finding out which media outlet most effectively reaches your audience, as well as specific days and times is beneficial to the media plan. Market research is performed on the area(s) your services or products serve. Most market research involves gathering information about media outlets such as determining the highest watched television program, the radio station with the largest audience or finding out if consumers purchase newspapers or receive their news online. The main benefits of market research are determining the most effective way to saturate the market with your product or service and making your product or service highly visible within the marketplace. Providing your audience products or services that meet their needs, reaching your audience using the most effective media outlet and saturating the market with your product or services will increase awareness of your brand and increase sales for your company.
There are multiple media outlets used in advertising to reach the intended audience. Some of these include: radio, television, newspaper, outdoor, direct mail, internet and magazine. Once the most effective media vehicles are determined, the creation of the advertisement begins. This process requires many approvals from the client as concepts are created, copy is written, the design of the ad is conceived, tweaked and produced.
Branding is the promise, the big idea, and the expectations that reside in each customer’s mind about your character and service. People fall in love with brands; they trust, develop strong loyalties to and repeatedly use them because they believe in their superiority. Brand awareness and recognition are facilitated by a visual identity that is easy to remember and is immediately recognizable.
Establishing a brand identity for your company should be one of the initial steps before opening for business. A brand is an all-encompassing thing in the marketplace. An identity is an outward expression of what that brand is. The identity may include the logo, the colors and the font. Together, these elements create a brand identity. To establish a brand identity for your company, it is important to have a complete understanding of your business. The following questions should be taken into consideration: What can your brand promise? What is your position in the market? What is the personality of your brand? How to you want consumers to perceive your brand? Once the direction of the brand identity has been determined, many comps will be shown, using different colors and type until the final design is chosen.
Graphic design encompasses a wide variety of advertising elements. Through comps and sketches, a designer will initially determine the look and feel of the artwork. Graphic design is provides the creative development and production of the following elements: signage, brochures, point-of-purchase materials, tradeshow booths, business cards, letterhead, envelopes, pocket folders, etc.
Email marketing is one of the best ways to build customer relationships and deliver a measurable return on your marketing dollars. An email database should be constructed while the message and design is developed, preparing the campaign for delivery. These campaigns can be developed for purposes such as direct sales, informational, customer retention or education.
An email newsletter campaign is a cost effective way to stay in front of your customer. Email addresses of potential customers should be obtained as often as possible to develop an email database. This type of marketing campaign can be used to inform customers of new services provided, introduce new employees and to keep customers updated on happenings at the company. Email newsletters can be delivered quarterly, monthly, bi-weekly or even weekly. The constant repetition of a newsletter will ensure that your brand is at top of mind awareness to all customers.
Video can also be a powerful marketing tool when featured on a website. Video is beneficial in demonstrating a new product, hosting a web seminar, attracting attention, entertaining or showing a commercial for your business. Whether it is shown on your website or a site such as YouTube, video can help your company stay ahead of the curve in terms of new methods to reach customers.
Virtual tours are becoming more and more popular. Featuring a virtual tour on your website has the advantage of displaying your facility in a better, clearer more comprehensive way than traditional photographs. Potential customers can familiarize themselves with your business, which reduces their fear of the unknown and increases their trust by allowing them to explore your facility freely. In addition, a virtual tour will maintain visitors’ interest in your site, increasing the likelihood of a visit to your business.
Web Marketing Strategy
In today’s competitive marketplace, you must use a tracking method to measure the effectiveness of your marketing dollars. Determining benchmarks to measure efficiency and effectiveness allows tweaking of your website strategy to gain an optimal ROI. The benefit to implementing a web marketing strategy is the ability to create campaigns that are targeted, controlled and easily measurable.
The 9 Agency’s E-commerce Solution is the best way to get your products online and begin selling in no time. We’ve specifically focused our efforts to make this an easy to use, flexible solution that offers powerful results. To view our online demo, click here. If you like what you see, call us or send us email to get started right away.
Website Design and Development
It is a necessity for your company to have a web presence. Furthermore, careful planning in the development of a website is crucial to a company’s success. Developing a website will enhance the brand of your company and act as a visually appealing, informational tool. A website should meet your business objectives, provide real value to your internet marketing investment and position your company as a leader in your industry online. Additionally, your website should be custom built and specifically tailored to your business needs, audience and internet marketing strategy. The following factors must be considered: audience, the message to be communicated, what you want people to think about your brand, how your company is positioned in the marketplace and what you want to accomplish with your website.
Due to the fast pace of the internet, our web development process has been streamlined to ensure completion of your site in a minimal number of days. Our creative team will determine the overall goals of the website and identify what the website will provide when completed. All of the content and photography to be featured on the website will be gathered and our team will explore and generate several design options. These initial designs often do not reflect ideas about color, imagery, and typography; however, they do reflect ideas about the content structure and site navigation. The layout will be completed and the navigation and the flow of the website will be finalized. The code will be implemented, a beta site will be provided for review and the launch of the site will take place.
The internet is always evolving, becoming more advanced and offering more innovative options for consumers. Websites are also changing and have therefore transformed dramatically since the internet’s entry into the business world. If your website is out dated and not consistent with your current image, it is time to consider a redesign. The process of redesigning a website is very similar to the initial website design process but it is typically less time consuming. Because most of the information to be featured on your site has been previously gathered, our team can complete the process quicker. Since the internet has become the first place consumers visit to gather information about a company, it is vital to provide an attractive, user friendly site that is up to date with current web standards.
A vital component of a successful website is implementing an effective search engine optimization program. SEO is a process of improving your website content to increase the relevance of the site. The benefit to incorporating search engine optimization into your website is making your site appear higher in the rankings. The higher a site appears in the rankings when using a search engine, the more likely a searcher is to visit that website. Just having a visually appealing, professional website is not enough. If your audience cannot find your website, therefore never seeing it, your efforts are worthless.
Websites have become more complex in recent years simply due to consumer demand. E-commerce sites and websites containing Content Management Systems provide updated content and create a fresh user experience. These sites can be more costly, but the investment will prove to be beneficial. Content Management Systems are user friendly and do not require any special technology knowledge. The CMS allows you to make changes to your website at your convenience. These sites provide the ability to add products to an online catalog, advertise sales events and quickly update website content such as prices and job openings. E-commerce sites require a better business understanding. Since you are conducting a sales transaction online, the site must be secure and user friendly. These sites provide an online catalog of products that enable consumers to browse, obtain product information and even purchase online. E-commerce sites lead to an increase in sales while converting visitors into customers, driving more traffic to your website.
Website Hosting, Maintenance and Metrics
Providing maintenance, supplying metrics and hosting websites are services not usually offered by a creative firm. To better meet the needs of our clients, we provide these services on a monthly basis. Maintenance for your website would primarily include updates and revisions to text. Examples of maintenance would include revising the cost of an item, adding information about an upcoming event, updating photo galleries or exchanging text on your site. Metrics includes providing analytical information about your website. This information would tell you how many people visited your site, how long they stayed and what pages they viewed. Hosting a site simply involves providing space on a server to run your website. These services are extremely beneficial in keeping your site up to date, monitoring the traffic and ensuring fast loading times for visitors.
The 9 Agency - serving Tuscaloosa, Birmingham and Montgomery with web design, branding, web hosting, marketing and advertising since 2001.