- Strategic Planning & Messaging
- Graphic Design
- Lead Generation/Direct Marketing
- Trade Show Support
- Video Production
Where is your company in your industry food chain? We’ll help you determine where and how your products or services should be positioned regarding your prospects’ needs and your competitors’ claims. Are you the Fastest? Cheapest? Smartest? Proper positioning for the race will help you come in a winner.
Asking key questions
The MRW positioning development process starts with an information download by interviewing of all key executives, either in a workshop environment, small groups or individually. The goal here is to obtain as much information as we can as quickly and efficiently as possible. We then develop a customized, in-depth questionnaire to be completed independently by your key management, marketing and sales personnel. This document will ask specific questions about: your customer base, decision makers, their process for evaluating firms such as yours, and their opinions about how your company is viewed in the marketplace.
Speaking with your customers
Quite often, what your customers think of you is completely different than how you view yourself. MRW will probe a sampling of your customers, from your best customers to those occasional customers barely on your radar. If necessary, MRW can manage both qualitative and quantitative research.
Analyzing your competition
MRW will drill down on your key competitors to discover how they are positioning themselves (corporate and product messaging), and how their services/products stack up against yours, and where they are advertising and how much they are spending.
Roll up your sleeves
All of this information and more is brought to bear in a day-long workshop attended by your key management, marketing, and sales personnel. Everything we’ve learned or will be presented and dissected by MRW along with your management team. The end result is to create a solid, fact-based positioning and messaging that everyone on your team can support for the immediate future and the long run.
When the process is complete, here’s what we deliver:
- Positioning Strategy / Elevator Pitch
- Market Descriptor
- Unique Value Proposition
- Key Corporate Messaging
- Key Product / Service(s) Messaging
- Target Segmented Messaging (if applicable)
- Vertical Market Messaging (if applicable)
- Corporate Positioning Line / Slogan
Brand. Branding. Product branding. Corporate branding. What is it?
In its purest sense, a brand is an image that defines the personality for a product or service. It’s the one attribute that comes to mind when your customers think of what you make or do. A brand’s image combines many tangible and intangible factors ─ usefulness, value, advantages, personality, Unique Selling Proposition, endearment, etc. What does your brand stand for? When you think of Apple Computer, most people would think “Innovation”. When you think of Walmart you’ll probably think “Low Price”. Volvo figured it out long ago ─ “Safety”. The trick is to find out what qualities work best for your brand, today and in the future, and then rigorously promote it in every piece of communication so that you plant a positive psychological “anchor” about your brand in the minds of prospects.
Create. Harness. Maintain.
MRW has architected the creation of numerous brands, involving naming, corporate identity, positioning, personality and style. Using both qualitative and quantitative research, our account teams and research specialists generate comprehensive marketing programs that build brands, based on your sales and marketing goals. We’ll help you create, maintain, or reignite, the inherent power of your brand. Then, we’ll help you harness every aspect of that power, with compelling communications programs that generate results. Our relationship can also encompass being the “keeper” of brands, making sure that every form of communications that touch your audiences embody the brand’s essence and personality.
Have you developed these to their fullest potential? We can help.
- Unique Value Proposition
- Brand Essence/ Personality
- Brand Promise
- Associated Attributes
- Brand Leverage
Graphic design is the creative process that combines art and technology to communicate ideas. Your ideas! Whether you are communicating with your internal staff or a global audience, the look of your company or product marketing tools should be compelling, contemporary, and have a “wow” factor. It must accurately reflect the attributes of your brand and remain consistent regardless of the visual medium. The MRW team of designers understand this concept and put it to use on every assignment.
From the smallest items such as promotional pens, shipping labels and T-shirts to a global trade show booth, MRW will use its decades of branding experience to consistently deliver your brand to your target audience. Graphic Design informs, persuades, stimulates, and influences your customers to remain loyal to your brand and feeling good about it. We’re firm believers in developing the design architecture integrating consistent branding and messaging into every piece of communications produced.
Not too long ago, the average American was exposed to 2,000 – 3,000 advertising / branding messages in the average day. Today, you may get that many before lunch. Everyone is trying to build a brand, and advertising leads the way in getting brands noticed and defined in the marketplace. Today, message and brand “exposure” can range from 3,000 to 20,000. Obviously, this varies significantly depending upon target demographics.
Formula advertising (we’re guilty)
Quick…name your favorite ad. Now think why. There’s a formula for great advertising: grab the audience attention immediately, deliver a simple message/benefit and offer a convenient way to connect to you. In between, there’s a range of emotions that need to be tapped in order for prospects to push the “buy” button. MRW knows how to create advertising that pushes buttons, in every medium.
Talk their language
For over 25 years, MRW has developed impactful advertising in all media. We employ an extensive process to define the target audience with pinpoint accuracy, establish demographics, develop messaging that is clear and concise, while differentiating the brand and delivering a sustainable and unique value proposition.
Competition is fierce. The marketplace is cluttered with noise and getting worse every day. MRW knows how to cut through the clutter with clear, concise messaging delivered through a comprehensive, integrated media strategy, which may include everything from traditional print and broadcast to social, online, and any other medium that can carry a message to the right target. MRW has the experience to help you make the most informed, strategic, and cost-effective media decisions possible. Each plan involves the creation of an elaborate media RFP tailored to reach the primary influencers in the purchasing decision. Our Media partners has over 25 years of in-depth industry knowledge. They help clients get to the right media at the right price; on target, on time, and on budget. They are the ultimate negotiators. We have provided hundreds of companies with expert media planning and placement in every medium, both national and international. MRW, along with our media affiliates, has planned and placed in excess of $750 million in global media.
This is where the rubber meets the road. The “new” New Economy demands quantifiable, measurable results. We utilize every medium possible — advertising, direct mail, opt-in e-mail, social media, trade shows, interactive and others to generate highly qualified leads for your sales team, while building brand equity in your marketplace.
Click or like
In most cases, our lead generation programs direct the prospect to a specific landing page on a client’s website or on social media, offering them valuable content, such as a White Paper or product/service incentive. In exchange, we ask for their contact information which will enable the client to continually build their customer/prospect data base and efficiently develop future customer relationships via targeted email and online programs.
Another trade show! How will you get all of that together in record time? Yes, Virginia, we do believe in miracles. We’ve been around the world coordinating trade show support, from booths to buttons, hotel drops to live/video mixed presentations, helping our clients look their best and sell their best.
Dive in and make a splash
Trade show participation can take a significant bite out of your marketing budget. So it’s essential that it be done creatively, skillfully, and cost-effectively. Your prospects are looking at hundreds of marketers in a crowded environment with sensory overload. It’s critical that you get their attention immediately or they’ll just pass you by. MRW understands this and has decades of experience in creating trade show support materials of all types (pre, during, and post) that can immediately communicate and drive home your messaging and differentiation and revenues.
It’s no surprise that video is the most impactful way to get noticed. Witness the explosion of YouTube. Video engages and demonstrates to your prospects like no other medium can. In fact, it’s become the preferred way of learning about new products and services by people at the C-level in most companies. Videos can live on company Web sites, external sites like YouTube, or be distributed in a variety of other ways.
Bigger bang for your buck
MRW has worked with outstanding video producers who have conceived, scripted, and produced many video projects for our clients, ranging from simple product demos to TV commercials to Web promos. We can create and produce hard-working video projects that maximize impact without breaking the bank.