Several readers here and on other blogs, as well as some I follow on Twitter, have said they wanted to see more stories from consultants about how they have helped their clients. In response, here is our first such post.
L&G Business Solutions just finished working on a one-year retainer with a fulfillment software developer for whom the objective was two-fold: grow new customers and grow brand image across North America. Together, the client and our firm were successful on both counts.
We began the effort by working with the client to create a unique value proposition and then develop a strategic marketing plan based on both objectives (new business and brand image). We included measurable goals, strategies and tactics. The tactics were provided as a menu of possibilities from which we worked with the client to choose the most efficient and cost-effective tactics to fit within their budget.
The first step before attacking the growth and image goals was to go through every page of the web site, edit and revise where necessary, and create consistent copy around the business's messages, which were designed to show how our client cut their customers' programmer costs, replaced those jobs with line employees and increased profits by expanding the fulfillment services available for our client’s customers to offer their customers.
Next we began creating press releases around new business, which we put online using PRWeb and the web sites of both the client and their new customer. The purpose of this was two-fold: build brand image and drive potential new customers to both web sites, making both the client and their customers happy because of the resulting new exposure, which resulted in new business.
At the same time, we created success stories, again to be placed on both our client's web site and their new customer's web site. This was a way to show potential clients how the software both reduced costs and increased revenues for those who used it.
Finally, we helped prepare the client for the one large trade show they attend each year. We created a brochure and an invitation letter to be sent out to the attendees of the show via the distribution list of the professional organization sponsoring the event. The client also used the brochure as a take-away at the show.
In addition, we helped create copy for a new backdrop that we designed for the client's booth. The client reported back that the letter and brochure was successful in two ways: Some of the recipients called the client as soon as they received the materials. Second, the client exceeded their previous high number of trade show visitors.
All of this work, with the exception of printing, PRWeb expenses and our design costs, were included within a $2000 monthly retainer. The client is no longer on retainer but we will continue to assist them with the press releases and the success stories, as needed. This was a win/win for both the client and our firm.
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