Process Start
We start by gaining an understanding of your business and needs. We also begin with conversation about branding and marketing. Brands have distinct personalities; so do the company managers behind them. We spend the time necessary to discover both. Through a collaborative process we distill the brand essence of your firm's product or service. We then share our research, thoughts and concepts with you. We put a plan in place that arms you with the strategic and tactical marketing vehicles that help you connect with profitable customers.
Assess & Analyze
We listen to you. A successful campaign requires a collaborative relationship where information is shared. We listen to customers. When we study customers, for example, we pay attention to what they say. More importantly, we pay attention to what they do and how they make decisions. We assess their perception of reality.
We pay attention to the channels through which your products are sold and delivered. Channel customers/partners have different needs, desires and incentives than end-use customers. We perform competitive analysis to enhance our understanding of the marketplace. Understanding these nuances is an important step in building a successful branding and marketing campaign.
Every project has different goals and objectives. Not all can be solved in a day. We spend time prioritizing. We consider business and marketing constraints, budgets, time lines. We help you rank everything into an actionable roadmap. Roadmaps should drive the marketing strategy and tactics.
Craft & Create
We take our understanding of your customers, and start solving their problems in a way that leverages the strengths of your business. We design a brand around a firm's core competencies; consistent delivery of a brand promise would be otherwise impossible.
Concepting corporate identities, connecting with customers' emotions, and crafting marketing communications programs is complex. Defining priorities and objectives precedes design and development. Clear specifications lead to elegant designs and well executed campaigns.
Engage & Execute
Buzzsaw Studios performs work in layers and in phases. We start with pencil sketches and then create mock-ups, storyboards and other graphical vehicles to show where we're headed. Feedback from clients is ongoing and the creation process is iterative. A brand icon drives the look and feel of a business card, which then fuels the creation of a Web site and print collateral.
Print materials and advertisements drive traffic to a Web site, and a Web site collects emails for ongoing direct marketing initiatives. Buzzsaw Studios' technical capabilities include Web design and development, search engine optimization, Web application development, e-commerce, content management systems, and customer relationship management.
Measure & Manage
The philosophy that all marketing vehicles should be designed, tested, and measured is infused in everything we do. Quantify, quantify, quantify!
Advertisements should drive traffic to unique Web site landing pages. The number of phone calls an ad produces can be measured. Online registration and conversion rates are all trackable. Search marketing, both key word bid management and organic search engine optimization, can be tracked with a spread sheet.
All marketing tactics are dynamic. Modifications and refinements to a firm's brand promise and value proposition are ongoing.
Process Summary
Assess & Analyze
Craft & Create
Engage & Execute
Measure & Manage
Do This
1. Segment
2. Target
3. Position
4. Design
5. Test
6. Measure
