Touchpoints

The Advertising Improvement Service

It's a fact of life that people do not live in channels, so why think of marketing in those terms? After all, who doesn't pull out a phone, tablet, or computer when an offline ad piques some interest...


The Advertising Improvement Service is a service that will take you from traditional channel thinking, to a fully integrated cross-platform approach — making sure the same compelling message works at all touchpoints in specific customer journeys relevant to your target audience.

The deliverable is a detailed strategy document with a new media plan, and a set of mockups for all suggested activities for 12 months — basically a one year game plan for market communication based on current market conditions.

The following items are included:

Competition and Market

A 360° SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis on available market data as they relate to paid advertising, PR, and all web related properties and activities.

Objectives

Situation analysis and findings in regards to current direct response, and branding objectives, with recommendations for new, realistic and measurable goals, if needed.

Targeting

Situation analysis and findings in regards to demographics, psychographics, sociographics, and all phases of relevant specific customer journeys, with recommendations for how to hone in on the most profitable target(s).

Positioning/Branding

Situation analysis and findings in regards to the current positioning/branding strategy, with recommendations for how to strengthen your position and brand in specific customer journeys relevant to your target audience.

Creative Solutions

Situation analysis and findings in regards to current creatives, with recommendations for improvements, including potential design concepts and mockups for cross-platform activities.

Media

Situation analysis and findings in regards to all relevant paid advertising, PR, and web related properties and activities — including, but not limited to, legacy media, POS (Point of Sale) systems, and CRM (Customer Relationship Management) efforts — with recommendations for integration improvements, and a new 12-month media plan.


For more info on how the Advertising Improvement Service will address your unique challenges: email AISinfo@gonzbergagency.com, or call (415) 930-9104