THE KING ST MARKETING OPTIMISER.
A HOLISTIC MARKETING AUDIT
Every year, the landscape changes for businesses and their marketers. 2020 saw more than ever. Changes, large and small, in the way people go about their lives and set priorities has led to the need for us to reassess how we present ourselves to the market. How we look, how we talk, where we place our messages and how we interact over the long term.
The King St Marketing Optimiser has been developed to give businesses an independent, holistic assessment of all marketing activity and provide recommendations on brand positioning and messaging, audience insight and media behaviour, digital best practice and optimal media mix.
We will help maximise ROI and optimise reach from a solid, well thought-through brand platform.
A MARKETING OPTIMISER INCLUDES:
“Supposing is good, but finding out is better”
– Mark Twain
Your instincts may be telling you certain things, and you may hear other things on the grapevine. Some research will set you straight.
The full audit includes a five-minute online survey aimed at helping you gain clarity.
What are your current awareness/preference levels? What are customer intentions this year? How well are your competitors going? Are there any gaps/opportunities/threats you’d like to find out about?
We will work with you to develop a survey that provides new insight and helps you frame your strategy.
“Your brand is what people say about you when you’re not in the room”
– Jeff Bezos
Is the market saying the right things about you? Do you look and sound distinctive and right for the time?
A shift in market sentiment can often mean your brand is seen from a new angle, sometimes hiding part of your story or representing you in the wrong way.
We have some proven models we work to that takes your brand back to its very foundations and helps you build a strong and robust strategy. How you look, how you talk, your competitive position, your beliefs values and vision.
This is used both as a road map for the brand, along with an anchor point from which all activity is assessed.
“Everyone has a plan until they’re punched on the mouth”
– Mike Tyson
It’s competitive out there. Bruising and tough. And even with the best laid plans you sometimes have to adjust to competitor moves and market conditions.
Knowing the competition can often help with planning. Our research tools give you an overview of activity, media mix and rate card spend. You can factor this into your planning and be prepared for the inevitable punch on the mouth!
“If you want to catch fish, fish where the fish are”
– Richard Wagner
Every audience has its own behaviour when it comes to media use. And they’re all becoming more elusive and selective with their choices. Along with this, habits change so it’s important to stay up to date with your market’s behaviour.
Our research tools can give you the latest data on what your audiences consume each week across all media platforms. If you operate across different regions, we can break the data down and help develop a regionalised strategy.
“Efficiency is doing things right; effectiveness is doing the right things”
– Peter Drucker
Using the competitive data, audience media usage and insights we gain we will analyse your total media spend and recommend the optimum approach. This will include the broad mix along with the mix within each media option. We will most likely be able to save you money.
At the same time, we will explore opportunities to help you further stand out. We’re constantly exposed to new technologies and initiatives so we’ll present some appropriate ways to improve cut-through!
“We went from being the Flintsones to the Jetsons in 9 months”
– Dan Schulman
It’s no myth. The digital landscape changes daily. And events such as Covid have had a huge impact on digital media consumption, online shopping and social media. You can bet that this area will continue to change and evolve.
We have a process that reviews all your digital assets and activity against best practice. The aim of this is to give you the best possible digital infrastructure.
Web review – social review – paid digital review – audience targeting – goals and tracking – industry benchmark comparison – analysis and optimisation = maximise effectiveness
“If you have no imagination you have no wings”
– Muhammed Ali
Ideas are the life blood of our business. More often than not, as we get to know our clients, we see opportunities and, because we’re creative types, we develop ideas to help bring them to life.
We also work on the theory that an idea isn’t actually an idea until it is executed well. So we can help with idea generation and execution. Muhammed Ali put it best. We’re not going to argue with him!
“Passion. Purpose. Progress.”
– Source Unkown
All the information, data and insights will be pulled together to give you the key pointers on what to do next. We’ll keep it simple and straight forward and can help implement if required.
What next?
Email one of the team:
Hamilton
Chris Williams: chris@kingst.co.nz
Robyn Henwood: robyn@kingst.co.nz
Tauranga
Tim Paton: tim@kingst.co.nz
Clare Matthews: clare@kingst.co.nz