strategy
The key to sales and marketing success in any organisation lies in having a clear and well thought out strategy.
It is one of the two most important factors in planning for future growth, the other major factor being the way in which you implement the strategy.
A successful marketing strategy clearly defines how and why your company will engage with its customers and prospects and how you will deal with the competition, if appropriate.
Strategy development and implementation are the key components of inqbase’s intellectual property.
It is the primary reason why our clients continue to grow their businesses.
And it is the cornerstone of how marketing and advertising can be made more successful and be significantly less risky.
Commonwealth Bank of Australia
Background The Commonwealth Bank of Australia had and continues to have brand problems in rural and regional Australia.
We created a campaign concept designed to attract high net worth farmers (minimum net assets of $2 million) to the CBA’s business banking division with the primary focus of quality debt sales.
The strategy How to portray to farmers that the CBA is committed to the farming community and keen for business?
Using Queensland as an example we photographed the 15 business bankers in the state at the Toowomba saleyards and “trickle” mailed each of their areas a personalised mailer with the banker on the front cover and their rural “bloodlines” noted inside the brochure.
We then cherry picked the whole database and telemarketed 50% of the database with a view to obtaining a face to face interview.
Execution Results • Debt Sales in excess of $150 million — with net interest margin of 2% this is an ongoing margin of $3 million per annum.
• Creation of a high net worth farmer database in excess of $3 billion worth of livestock. This is particularly significant in a drought ridden market where land values are marginal from a bank loan collateral viewpoint. • After direct marketing campaign converted 50% all prospects telemarketed into a face to face appointment.
apmasphere community
Background Arclight Systems are a software and systems development firm who approached inqbase in February 2008 with a breakthrough industry based productivity software product and an ambitious sales and marketing objective.
Brief Design the user experience and graphic user interface AND develop the sales and marketing plan for the product.
Strategy We identified three key objectives to support the sales campaign for the product: • create a level of industry buzz • initiate ‘pull marketing’ (channel demand), and • generate trust from the end user market. To achieve these our strategy included building an industry based social networking site with a clear nexus to the product and benefits. This created familiarity and improved product design and deployment.
Outcomes • 10% of industry targets engaging within 2 months of launch. • Valuable affiliate marketing program established within online community.
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