Marketing & Sales
Marketing & Sales

In today's world, the art of marketing and sales is best mastered by those for whom a customer-centric mindset is a cornerstone.


Success is achieved by those who use data-driven analytics, manage processes smoothly and, as a result, make decisions that create a positive, personalized experience for customers and facilitate their access to a brand or product.


Marketing is an important business process that involves creating and implementing a viable and profitable commercial strategy for the business.


ACT’s 18 years of research and analysis experience, industry expertise, and the team of consultants with diverse backgrounds help companies across a wide range of industries develop and implement effective marketing strategies.


Our method of work is based on three main principles:



Data-driven Analytics




Holistic Vision


The effectiveness of individual marketing activities and the rationale for financial or other investments in these activities are often difficult to measure. Our team provides comprehensive business intelligence based on market analysis and customer data.




Marketing is not an isolated process, rather it is an organic part of a business development strategy that intersects with all major business processes. When determining a marketing strategy, we look at the big picture, taking into account the long-term vision of the entire business and trends in related areas.



Co-Creation





Our workflow is based on the principle of co-creation, which means that the ACT team creates the marketing strategy of the company with you and supports you throughout the entire cycle of the action plan.







Brand Strategy And Management. arrow

Every business wants to have an effective brand that delivers results, justifies every amount invested and gives it a competitive edge: the right brand strategy is essential to achieve results.


Brand strategy clarifies what the purpose of your business is beyond financial gain; conveys the mission of the company and forms the correct perception of the client.


Here are 10 reasons why you need a brand strategy:


1.

Distinguishes you from the competition


6.

Increases market share

2.

Gives life to your product or service.


7.

Provides opportunities for growth and development.

3.

Ensures alignment with user values.


8.

Provides an opportunity to increase the price

4.

Increases loyalty


9.

Increases the value of shares

5.

Builds trust


10.

Gives the company strong financial results


An effective consumer or corporate brand strategy has four components:



Defining an existing target audience or choosing the right new target audience



Creating an attractive and commercially viable branding package









Determining the brand value that interests the target audience



Planning and implementing an optimal and effective communication strategy


Our consultants, together with your management and marketing team, will define brand values, and develop an optimal brand proposal that is attractive and commercially viable for clients. In this process, our team models commercial brand launch scenarios that help clients make the best decisions.


Working together with the client, we determine the best communication strategy for the brand, choose communication channels, and set KPIs to evaluate the strategy. Using research and analytical tools, we help clients measure KPIs and adjust them as needed.

Product Portfolio Management arrow

Regardless of the size of the company, it must continually review and evaluate each of its product or service strategies, including determining whether they are appropriate for the needs, resources, and goals of the organization. Product portfolio decisions are effective portfolio management solutions.


Portfolio management strategies enable you to continually analyze product investments based on market conditions, competitive threats, regulatory requirements, resources and capabilities, priorities, and other conditions.


Each brand in a portfolio of brands can have its own role and function - one may be the main source of turnover and cash flow for your company, another the main source of your profitability, while others may not serve to increase sales and profits, but occupy a significant niche in the market, maintaining market positions and selling other brands. Understanding the role of each brand and the correct allocation of resources between them is important for effective and successful business management.


Analyzing the current market situation, competitive environment, sales, and potential of your business portfolio, we develop an effective portfolio management strategy and create recommendations for their effective commercial management.

Pricing Strategy arrow

Price is one of the most important tools in determining your marketing strategy. The right price determines the position of your product in the eyes of the buyer and distinguishes it from other products in your portfolio and competing products on the market, which directly affects your sales volume and product profitability.


We will help you determine the customer's perceived value of your product, determine an adequate value price, and manage your pricing strategy. The pricing strategy includes the definition of regular and special pricing corridors that will allow you to make attractive seasonal discounts and special offers to customers without compromising the overall perception of brand value.

Modeling the Launch of a New Brand/Acquisition of a Group of Customers/Segment/Market Development arrow

Continuous development in the face of modern competition and the development of new consumer and market segments is one of the prerequisites for business development. A business that for a long time focused only on maintaining the status quo will soon lag behind the dynamics of market development.


Each new business requires a significant investment of time, and financial and human resources, all of which are often associated with high risks.


The ACT team identifies the needs and requirements of an existing segment, researches and describes the competitive landscape, and conducts new ongoing sales and commercial simulations.


This will help you assess the potential of a new consumer, market, or geographic segment. With minimal risk and the ability to choose between alternatives, you will be able to develop the correct and most effective strategy required for this segment.

Channel Management and Sales Strategy arrow

Even the most effective and attractive brand may not succeed if it is not available where the customer, on the one hand, is willing to buy, and the sales channels chosen by the company, on the other hand, do not provide efficient and profitable delivery of the right products to the customer.


After auditing the sales channels, our team determines the bandwidth and sales potential of each channel and calculates the cost of using this and other sales channels. As a result, we will work with you to develop the optimal sales channel strategy, define KPIs to evaluate the strategy, and provide you with research and analytics tools to help you measure KPIs and adjust them as needed.

Management of an Integrated Marketing Communications Plan arrow

Who is your client today and what is their lifestyle?


Maybe he holds a management position who will meet you in the evening at his club; maybe he's a student who's downloaded a series of podcasts today; or a working parent who looks at brochures and banner ads.


Given the accelerated mode and modern challenges, it is no longer enough for the client to communicate with the brand through one channel only; rather, they need a combination of channels in the communication ecosystem. This approach creates the feeling that the brand is personally communicating with the client and responding to their needs in real time.


ACT consultants work with the client to develop a marketing communications strategy based on product or service characteristics, competitive advantages, customer behavior, and varying budgets. The strategy serves the following purposes:




Increasing brand awareness



Creating customer traffic online and offline







Increased consumer demand



Improving the image of the company/brand






Changing/influencing beliefs and attitudes of users



Increasing sales growth







Improving consumer purchasing behavior


Strengthening and loyalty of purchasing decisions







Encouraging repeat purchases





An integrated marketing communications plan facilitates collaboration across multiple communication channels, developing a consistent style and tone that reinforces the brand's core messages. Our expertise in this area serves to create a comfortable and memorable experience for your customers. In our opinion, a successful strategy is one in which the synergy of marketing communications tools creates unity and serves priority goals, and does not represent an isolated, separate means of influence.


That is why we work with a holistic approach, working simultaneously and integrating all aspects necessary for brand communication into a single system:


Basis

strategic perception of the product and the market. Identifying changing technologies, customer attitudes and behaviors, and anticipated competitor actions.

Corporate culture

the brand is perceived as a whole with its vision, capabilities, personality, and culture company taken into account.







The focus of the brand

is the logo, corporate identity, slogan, and the main idea of the brand.

Customer experience

product design, packaging, product reviews and discussion.







Communication tools

all types of advertising, direct marketing, online communication, and social media.

Advertising tools

promotions, consumer offerings, customer relationship management, public relations programs and sponsorships.


A rapidly changing market, new competitive forces, and technological opportunities are pushing companies to always keep their finger on the pulse of customers, so making changes to a strategically processed document in accordance with requirements is an ongoing process.

Customer Journey Mapping arrow

Getting into the minds of users is a complex and lengthy process. When you think you've figured out all of their wants and needs, new technologies, new preferences and buying trends emerge.


It's hard to imagine or predict user motivation and behavior based on your gut instincts. Accordingly, the best way to find the heart of your customers is to interview them.


The customer journey is the complete customer experience with your product or service. It includes relationships with customers across all possible channels and devices, at various stages, at all parts of the consumer's life cycle - from awareness to loyalty.


Companies use a wide variety of channels to communicate with customers, but often fail to link every single action to the customer journey. Sales and marketing strategies are isolated from each other, resulting in disconnected and unified customer interactions.


To understand if your company's customer experience is positive, you need to create a customer roadmap.


Customer journey creation is the number one strategy used by highly skilled managers to improve the customer experience.


The user path reflection can be divided into three stages:

  • Creation of a custom path loop
  • Determining the point of contact between the company and the client
  • Analysis of the gap between strategies and expectations

  


The consumer journey has 7 stages:



Our team will help you gain a deeper understanding of your customers, learn about your customer experience at all stages of your brand engagement, and develop an effective strategy for each stage.

Digital Marketing arrow

If your company doesn't have a digital marketing strategy, it's time to develop one! In today's digital age, digital marketing is more important than ever. The strategy will help you make the right decisions you need to succeed.


Digital media is changing rapidly, but the fundamentals for developing a digital marketing strategy remain the same. It is important for any business to study its market and its key players. Through effective market research, you can find a lot of information about your competitors, the latest market trends, your customers' habits, and other important issues.


Are you wondering where to start with your digital marketing strategy? This is still a common problem as many companies know how important digital and mobile channels are today in attracting and retaining consumers. However, they do not have a single plan for how to ensure online audience engagement in parallel with the digital transformation that will help the company grow.


A digital strategy is successful when it is integrated with traditional media such as print, television, or other channels as part of multichannel marketing communications.


Each technique has many detailed tactics that are critical to success. Therefore, it is necessary to evaluate and prioritize them, for example, dynamic content for email automation, website personalization for software, retargeting strategies, and content for organic search.


Our digital marketing team will provide you with early guidance and support you in optimizing your marketing strategy for effective achievement.

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