IFF Research is an independent market research company. We were commissioned to create and deliver a marketing plan for one of their products. The aim of the project was to increase awareness and sales. The process involved face-to-face meetings with key members of the team, and a facilitated workshop. We researched the marketplace to better understand the digital marketing strategies of core competitors.
We worked in close collaboration with the client to develop the marketing strategy. We identified several changes that we recommended should be made to the core product proposition – such as making it a monthly service rather than a bi-monthly one to ensure it was available whenever customers wanted it. We recommended the provision of a suite of webpage communication tools, including a video and downloadable PDFs, to improve the webpage experience for prospective customers. We identified primary keywords for SEO and PPC activities. We recommended changes to website navigation and proposed a tiered suite of reporting options to create a greater perceived choice, and we also promoted the omnibus as having both one-off and repeat usage benefits. We promoted the option for clients to bolt on bespoke data in order to focus on particular audience demographics relevant to their needs. We encouraged enquiries from all prospects, knowing that the client would potentially be able to deliver other research solutions if it turned out that this particular service was not appropriate to their needs.
We looked at the target market demographic profile and identified the types of organisations which would potentially be interested in using a product such as this. We considered departments, levels of seniority, channels and sectors. We identified a list of business services which we knew would benefit from using the product. We identified a range of needs and drivers to support webpage messaging and lead generation activities. We created a five-pronged service proposition – quality, experience, service, flexibility and value.
We identified features and benefits that would resonate with the target market. We created implicit ways to support the client’s corporate credentials, by showcasing client case studies, testimonials and logos. We developed a new name for the product with fresh branding that was in keeping with the existing corporate identity. We designed and developed the new webpage. Finally, we launched a series of lead generation activities, including social media promotion, content generation, search engine advertising and on-site SEO, supported by the setting up of a CRM system to manage the lead generation process. We implemented a number of reporting tools to assist with the analysis of the performance of ongoing campaigns, as well as lead forensics software to identify companies visiting the website, in support of internal business development activities.
‘Very impressed. Highly recommended.’