Case Study – Marketing Plan Development
A manufacturer of dental appliances was feeling the impact of new competition within their market segments, and required a new, more aggressive, yet cost-effective approach to their marketing strategy, one that considered all the tactical tools available for Marketing and Sales.
After careful market research and analysis, we uncovered the key components of their value proposition that resonated with the market and then put in place a strategic messaging program and highly integrated tactical marketing plan that included Search Engine Optimization (SEO), Google AdWords, consistent Blogging, relevant Webinars, Email marketing, Direct Mail, Trade Show participation, and select Print Advertising. This program was carefully coordinated with the sales team’s efforts in telephone outreach and follow-up.
By better leveraging the various marketing and sales programs and carefully coordinating the tactics, the company experienced a decrease in marketing costs while maintaining and growing in key market sectors. They are now poised for continued growth in current markets and preparing for expansion into new markets.
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