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You are here: Home / Archives for Business Strategy

Business Strategy

Branding from the Inside Out

Last Updated on July 6, 2015 by Kompani Group Leave a Comment

When cattlemen first started branding cattle, they chose a mark that was uniquely theirs and easy to recognize – hence how the idea of the logo made it to modern-day marketing. But the more important thing to know about those very first cattle brands was that they were deeply personal to the ranches they represented. And that’s a lesson that applies to modern-day branding as well. Your company’s brand isn’t just a logo – it’s everything you stand for – every interaction you have internally and with your customers. It’s every piece of marketing material. It’s your internal training program. It’s the slogan on the company field day t-shirt.

Brands Begin with People.

Think of the most iconic brands in the world – Nike, Coca-Cola, Disney. Have you ever wondered how they’ve built such incredibly strong brands? Sure, they’ve spent a lot of money on advertising, media, and design to make sure they’re seen and recognized, but nearly everyone can agree there’s more to those brands than just their presence. People identify with these brands. Often, they’re fiercely loyal and devoted to those brands. Rest assured, it’s not by accident. The world’s strongest brands live their brand essence every day, every moment, and with every customer and client interaction – not because they have to – but because they can’t imagine doing business any other way.

And that’s the secret… Brands don’t direct how businesses operate. It’s the way businesses act that define who they are as brands. Nike didn’t just decide one day they wanted to stand for victory – they were already doing it through gear and apparel that was making a difference in the way athletes perform. Disney didn’t wish to be associated with magic – they were making magic happen every second a person walked through their parks, sat down at one of their movies, or played with one of their toys.

So How Should You Build Your Brand?

Begin by asking yourself what you’re already doing well. Then ask yourself how much benefit there might be in doing that one thing even better. What does your internal team believe in? What inspires them? What do your most loyal customers say about you? These are more integral to your brand than you might think. Why? Because trust matters when it comes to brand loyalty. If Coca-Cola positioned it’s brand as a health beverage – do you think it’d help sales, or hurt them? Even if someone knew nothing about the brand before, results can’t be denied. So if you can’t fulfill your brand’s promise you’re not doing yourself or your business any favors. Sure, you may get a modest initial lift from a new brand image – but when people feel duped, they’re not going to come back to the brand a second or third time.

Kompani Group Creates Compelling Brands

When we begin the branding (or re-branding) process we start by going deep. We’ll look inside your business and reveal things you may not have even known about yourself. It’s an objective third-party perspective on what your company is and what your company could be. We ask the questions that reveal all the answers you never knew you had… the result is a Brandmap.

Think about that for a minute – an actual “map” of your brand, just as though it was a technical schematic. You won’t just know “what” you offer potential customers, but also the all-important “how” and “why” consumers should choose you over a competitor. It’s quite literally operating instructions for how to build your brand, and it considers your industry, your competitive landscape, your product/service, and every way you communicate or interact with the world.

This approach has taken brand-new brands like Blooms by Heinau from start-up obscurity to a recognized brand that was recently featured on The Today Show. We’ve also helped an established clean energy provider refocus their brand on their key market – Solar. We not only renamed the company to DCE Solar, but also helped realign all their brand assets, logos, imagery, tagline, and more.

You can see some of our other results with Naming, Logo, and Identity on our website, our learn about our unique approach by accessing our brochure, today.

SEO, HTML, SME – Content Marketing All Spelled Out

Last Updated on September 28, 2015 by Kompani Group Leave a Comment

In a world that is increasingly relying upon abbreviations and acronyms to streamline communication, it can be easy to forget that content is still what drives site traffic and web presence. In fact, any smart SEO (Search Engine Optimization) strategy will make use of HTML (HyperText Markup Language) text as its foundation. Since graphics don’t communicate as words to search engine indexing programs and abbreviations don’t always reflect the way people search, actual relevant content filled with words is the most reliable way to present yourself or your company as an SME (Subject Matter Expert). Want to learn more? See our most recent free report on the subject.

Optimizing Traffic to your Website

Last Updated on October 18, 2017 by Adam Olen Leave a Comment

Search Engine Optimization, or SEO, remains one of the most misinterpreted and misunderstood concepts in the internet and marketing world. In simple terms, SEO is the process of structuring a web page so that it is found, read, and indexed by search engines in the most effective manner possible. While search engines change their algorithms for how they evaluate pages somewhat regularly, the purpose of that is to help sift through strategies and techniques and just find sites that are what they say they are, and to rank those sites according to the value those sites offer to web searchers.

We work with our clients to optimize their websites above and beyond a standard WordPress development in an effort to help web crawlers know what the most important elements of a the site are, and to help our clients know what other content may be valuable to add to the site. Both quantity and quality are important. Ultimately, where your site turns up in search results is a function of the volume of traffic that visits your site and the duration of time visitors spend there.

That said, Google recently announced that another factor that its web crawlers would include in ranking criteria is the security of a site. Read what Google has to say about SSL here. While not entirely specific, this announcement from a company who owns 68% of the search engine market share, strongly encourages website owners to switch from HTTP to HTTPS. Ultimately, purchasing and installing certificates is not overly costly, and it does add an additional layer of protection for all the data being transmitted through the web.

Other strategies to improve your rankings

While optimizing site content, adding metadata, and now installing a security certificate are all part of a strong foundation for offering your site to the world, additional content marketing strategies are becoming increasingly important. Producing new content that engages readers serves a critical purpose of helping people know who you are; sending that content out to people who will read it keeps them coming back; and driving those additional users to the site tells the web crawlers that people do want to come to your site and thus you should be higher in search so others can find you too.

There are numerous other strategies that can be implemented, and frankly, those outlined above can be refined and enhanced routinely. Ultimately, you need to ask yourself the same thing we constantly ask ourselves: How can we deliver even more value to those that would want to hear from us in the first place?

Kompani Group Launches New Website on 3dcart Platform: Bloomsbyheinau.com

Last Updated on March 20, 2019 by Adam Olen Leave a Comment

The use of the 3dcart shopping platform, more than just accommodating.

Fort Lauderdale, FL (PRWEB) July 08, 2014

Kompani Group has been building e-commerce solutions for clients for the past 10 years, and have tried almost every platform and custom code imaginable. When it came time to build a new site for their own http://www.BloomsByHeinau.com they knew they wanted to go with 3dcart for several reasons, among them “ongoing support and automatic updates, a devotion to “e-commerce best practices and intuitive user interfaces” which are standard, not multi-modular based on subsequent purchases, stated Adam Olen, Managing Director of both sites. From the basic tabula rasa, provided by 3dcart, Olen and crew were able to create a functional, aesthetic and customizable website in “Blooms by Heinau” a custom flower shop dedicated to excellence and distinctiveness with arrangements guaranteed to last a minimum of 6 months with no water and no maintenance.

As Olen described in a note to 3dcart: “As icing on the cake, the functionality you have provided, while in some cases is even more than we may ever use, has also proven to enhance our core business. Because of features provided by 3dcart, we are now launching a corporate gift program so businesses can easily sign up and receive discounts for sending our long lasting and beautiful arrangements to their customers/clients/contacts, and we are also beginning to offer affiliate opportunities. 3dcart has essentially created two new revenue channels just because of the functionality that is included with our monthly package.

“As Managing Director of Kompani Group, a firm of business strategy and brand development architects, neither I nor my colleagues took the selection of an ecommerce platform lightly. Our store is a strong reflection on our credibility in the industry and we felt very good about selecting 3dcart for one of our portfolio brands. Thank you for developing a great product and for your ongoing support.”

As Joe Palko reiterates; “We have come quite far, since 1997, in many ecommerce functions, uses & aspects, offering online store enhancements such as fraud watch, the addition of multiple and international pavement gateways, integration with eBay, outstanding merchant-focused customer service, content and social media marketing and a host of other benefits and advantages over the run-of-the-mill retail website shopping cart. We are pleased that Adam and Heinau Flowers have benefited from 3dcart’s platform.”

About Blooms by Heinau:
Blooms by Heinau, the direct to consumer division of Heinau Flowers offers 100% natural, fresh-cut blooms that last 6 months or longer and serve as decorative accessories in homes, offices, and 5 star hospitality resorts. For the first time, the pure and natural elegance of freshly cut flowers can be yours every day at a genuinely affordable price. If you buy flowers on a regular basis for your home or business, we can cut your annual flower budget by as much as 75%, without sacrificing a single sensory indulgence. Our blooms are 100% natural flowers – and will add a beautiful sense of subtle elegance to help color your life. Visit us at http://www.BloomsByHeinau.com to learn more. Call 786 594 0437 or e mail them at sales(at)BloomsByHeinau(dot)com.

About: Kompani Group
We are business strategy, branding, marketing, and web development architects. Our experience and expertise have been acquired from helping build and grow hundreds of companies across multiple industries, as well as from building our own portfolio brands. Our main focus is always to empower our clients and brands with effective solutions, know-how, improved processes, training and tools that immediately generate measurable results. Our core business philosophy is centered around the fact that our partners’ and associates’ compensation is solely contingent on how well our creative business and brand strategies perform for our clients and our own portfolio brands. We are hands-on involved in every aspect of implementing business and brand strategies for our clients and our own portfolio brands. We like to say that once we get involved “we live and breathe our clients’ businesses and brands.” We offer comprehensive strategies to develop and grow your business, but we are also prepared to take on specific projects such as helping you overcome your greatest challenges (one at a time). Place yourself in good Kompani and success will follow.

Registering a Trademark – A Step by Step Guide

Last Updated on October 18, 2017 by Jan Havmoeller Leave a Comment

Considering trademark registration for your brand name or logo? Here’s a simple, step-by-step guide of what to expect when seeking trademark registration before the U.S. Patent and Trademark Office (USPTO). [Read more…]

14 indicators of success for Internet Startups

Last Updated on October 18, 2017 by Jan Havmoeller Leave a Comment

Generally speaking, the odds are stacked heavily against the average startup. The rate of failure among entrepreneurs and startups is startlingly high — it comes with the territory. Otherwise, entrepreneurs wouldn’t be pirates.

But, what if there were a way to reduce that failure rate by cracking the formula of startup success? No easy feat to map the double helix of startups, but entrepreneurs are risk-takers by nature, so four of these risk-loving international entrepreneurs came together to found the Startup Genome Report, a report that is part of a larger project that dives into the very anatomy of what makes Silicon Valley startups successful — or not.

The entrepreneurs who founded the Startup Genome report (Bjoern Herrmann, Max Marmer, Fadi Bishara, Aleksandra Markova), have also created a business accelerator called Blackbox, which will be leveraging the data they have collected (and will collect) from their ambitious R&D enterprise.

The Startup Genome Report, as it is today, is a 67 page analysis on data collected from 650+ web startups.The entrepreneurs recruited both UC Berkeley and Stanford faculty members, like Steve Blank, the Sandbox Network team, the Startup Bootcamp team, and the Pollenizer team, to help coauthor and contribute to the study.

The goal of the report is to lay the foundation for a new framework for assessing startups more effectively by measuring the thresholds and milestones of development that Internet startups move through.Blackbox, which was co-founded by techVenture and other organizations that have a track record of working with 100+ startups, including 15 exits (such as Bebo, Tapulous & Lala), hopes to use the Startup Genome Report as a cipher to help crack the innovation code, and give fledgling entrepreneurs and startups from around the world access to the characteristics and qualities that make Silicon Valley companies successful.

Here are 14 of the most interesting trends identified by the Startup Genome Report, some of which are intuitive and some of which may come as a surprise. Among them? Investors may be less help than they think. Take a look:

  1. Founders that learn are more successful: Startups that have helpful mentors, track metrics effectively, and learn from startup thought leaders raise 7x more money and have 3.5x better user growth.
  2. Startups that pivot once or twice times raise 2.5x more money, have 3.6x better user growth, and are 52% less likely to scale prematurely than startups that pivot more than 2 times or not at all.
  3. Many investors invest 2-3x more capital than necessary in startups that haven’t reached problem solution fit yet. They also over-invest in solo founders and founding teams without technical cofounders despite indicators that show that these teams have a much lower probability of success.
  4. Investors who provide hands-on help have little or no effect on the company’s operational performance. But the right mentors significantly influence a company’s performance and ability to raise money. (However, this does not mean that investors don’t have a significant effect on valuations and M&A)
  5. Solo founders take 3.6x longer to reach scale stage compared to a founding team of 2 and they are 2.3x less likely to pivot.
  6. Business-heavy founding teams are 6.2x more likely to successfully scale with sales driven startups than with product centric startups.
  7. Technical-heavy founding teams are 3.3x more likely to successfully scale with product-centric startups with no network effects than with product-centric startups that have network effects.
  8. Balanced teams with one technical founder and one business founder raise 30% more money, have 2.9x more user growth and are 19% less likely to scale prematurely than technical or business-heavy founding teams.
  9. Most successful founders are driven by impact rather than experience or money.
  10. Founders overestimate the value of IP before product market fit by 255%.
  11. Startups need 2-3 times longer to validate their market than most founders expect.This underestimation creates the pressure to scale prematurely.
  12. Startups that haven’t raised money over-estimate their market size by 100x and often misinterpret their market as new.
  13. Premature scaling is the most common reason for startups to perform worse. They tend to lose the battle early on by getting ahead of themselves.
  14. B2C vs. B2B is not a meaningful segmentation of Internet startups anymore because the Internet has changed the rules of business. We found 4 different major groups of startups that all have very different behavior regarding customer acquisition, time, product, market and team.

By Rip Empson for Techcrunch.com 
Click here
for the full article

Call (786) 594-0435 to contact Kompani Group and learn how we can help your business succeed.

Why every growing company needs one word associated with their brand

Last Updated on March 20, 2019 by Jan Havmoeller Leave a Comment

What is word ownership, and what can it do for your business?  One of the main focuses in business is exposure; the more prospects you have access to, the higher your chances of making a sale.  But what if you could get these prospects to do some advertising for you, for free?  By creating a single word that you want to have people attribute to your business, you not only create brand recognition but also word of mouth advertising.

A brand is a perception.  The company owns the physical brand, but the value of that brand is what it means to the consumer.  Take Mercedes Benz whose single word they chose for us to identify their cars with is “prestige,” or Volvos identifying word “safety.”  With enough repetition, these words are meant to conjure up images of their products in our minds.

This works with politics too.  Hillary Clinton launched her campaign by focusing on “experience,” while Obama focused on the word “change,” a word that matched the mood of the majority of the American public desperately wanting change after 2 terms of Republican rule. Word ownership is more powerful when it is a verb.

Verbs are action words that people can replace your company name or product with.   Think of millions of people “Xeroxing,” instead of copying, and have you noticed how you no longer “search” for information on the Internet, you “Google” it?  Facebook was never going to become a successful verb, so they cleverly created the “Like” button.

In “The 22 immutable laws of Branding,” Al and Laura Ries tell us that to differentiate your business, you should create a new category and then own it in the mind of the customer.   Don’t let  the market throw you in a heap with everyone else, and instead define a category and stand out above your competition.

There is a game played around the table at dinner parties, where each person is asked to identify a single word that best describes who they are, heart and soul.  This word must be truthful and all-encompassing and create an image for the other people at the table to identify the person with.  If you attempt to create a false image of yourself, or one that is unidentifiable, you risk being laughed at and napkins tossed at you from across the table.

This is the same as word ownership in business.  How do you want people to react and feel when they hear or see your company’s name or product?  What is a truthful and accurate image you would like to portray? Remember, if you are successful then this could be a word you live with in your business for a long time, so make it count.

Call (786) 594-0435 to contact Kompani Group and learn how we can help your business succeed.

Blasting the Myth of the Fold

Last Updated on May 31, 2018 by Jan Havmoeller Leave a Comment

The Above-the-Fold Myth

By Milissa Tarquini Director, User Interface Design and Information Architecture at AOL

We are all well aware that web design is not an easy task. There are many variables to consider, some of them technical, some of them human. The technical considerations of designing for the web can (and do) change quite regularly, but the human variables change at a slower rate. Sometimes the human variables change at such a slow rate that we have a hard time believing that it happens.

This is happening right now in web design. There is an astonishing amount of disbelief that the users of web pages have learned to scroll and that they do so regularly. Holding on to this disbelief – this myth that users won’t scroll to see anything below the fold – is doing everyone a great disservice, most of all our users.
First, a definition: The word “fold” means a great many things, even within the discipline of design. The most common use of the term “fold” is perhaps used in reference to newspaper layout. Because of the physical dimensions of the printed page of a broadsheet newspaper, it is folded. The first page of a newspaper is where the “big” stories of the issue are because it is the best possible placement. Readers have to flip the paper over (or unfold it) to see what else is in the issue, therefore there is a chance that someone will miss it. In web design, the term “fold” means the line beyond which a user must scroll to see more contents of a page (if it exists) after the page displays within their browser. It is also referred to as a “scroll-line.”
Screen performance data and new research indicate that users will scroll to find information and items below the fold. There are established design best practices to ensure that users recognize when a fold exists and that content extends below it1. Yet during requirements gathering for design projects designers are inundated with requests to cram as much information above the fold as possible, which complicates the information design. Why does the myth continue, when we have documented evidence that the fold really doesn’t matter in certain contexts?

Once upon a time, page-level vertical scrolling was not permitted on AOL. Articles, lists and other content that would have to scroll were presented in scrolling text fields or list boxes, which our users easily used. Our pages, which used proprietary technology, were designed to fit inside a client application, and the strictest of guidelines ensured that the application desktop itself did not scroll. The content pages floated in the center of the application interface and were too far removed from the scrollbar location for users to notice if a scrollbar appeared. Even if the page appeared to be cut off, as current best practices dictate, it proved to be such an unusual experience to our users that they assumed that the application was “broken.” We had to instill incredible discipline in all areas of the organization that produced these pages – content creation, design and development – to make sure our content fit on these little pages.

AOL client application with desktop scrollbar activated

As AOL moved away from our proprietary screen technology to an open web experience, we enjoyed the luxury of designing longer (and wider) pages. Remaining sensitive to the issues of scrolling from our history, we developed and employed practices for designing around folds:

  • We chose as target screen resolutions those used by the majority of our users.
  • We identified where the fold would fall in different browsers, and noted the range of pixels that would be in the fold “zone.”
  • We made sure that images and text appeared “broken” or cut off at the fold for the majority of our users (based on common screen resolutions and browsers).
  • We kept the overall page height to no more than 3 screens.

But even given our new larger page sizes, we were still presented with long lists of items to be placed above the fold – lists impossible to accommodate. There were just too many things for the limited amount of vertical space.

For example, for advertising to be considered valuable and saleable, a certain percentage of it must appear above the 1024×768 fold. Branding must be above the fold. Navigation must be above the fold – or at least the beginning of the list of navigational choices. (If the list is well organized and displayed appropriately, scanning the list should help bring users down the page.) Big content (the primary content of the site) should begin above the fold. Some marketing folks believe that the actual number of data points and links above the fold is a strategic differentiator critical to business success. Considering the limited vertical real estate available and the desire for multiple ad units and functionality described above, an open design becomes impossible.

And why? Because people think users don’t scroll. Jakob Nielsen wrote about the growing acceptance and understanding of scrolling in 19972, yet 10 years later we are still hearing that users don’t scroll.

Research debunking this myth is starting to pop up, and a great example of this is the report available on ClickTale.com3. In it, the researchers used their proprietary tracking software to measure the activity of 120,000 pages. Their research gives data on the vertical height of the page and the point to which a user scrolls. In the study, they found that 76% of users scrolled and that a good portion of them scrolled all the way to the bottom, despite the height of the screen. Even the longest of web pages were scrolled to the bottom. One thing the study does not capture is how much time is spent at the bottom of the page, so the argument can be made that users might just scan it and not pay much attention to any content placed there.

This is where things get interesting.

I took a look at performance data for some AOL sites and found that items at the bottom of pages are being widely used. Perhaps the best example of this is the popular celebrity gossip website TMZ.com. The most clicked on item on the TMZhomepage is the link at the very bottom of the page that takes users to the next page. Note that the TMZ homepage is often over 15000 pixels long – which supports the ClickTale research that scrolling behavior is independent of screen height. Users are so engaged in the content of this site that they are following it down the page until they get to the “next page” link.

Maybe it’s not fair to use a celebrity gossip site as an example. After all, we’re not all designing around such tantalizing guilty-pleasure content as the downfall of beautiful people. So, let’s look at some drier content.
For example, take AOL News Daily Pulse. You’ll notice the poll at the bottom of the page – the vote counts are well over 300,000 each. This means that not only did folks scroll over 2000 pixels to the bottom of the page, they actually took the time to answer a poll while they were there. Hundreds of thousands of people taking a poll at the bottom of a page can easily be called a success.

AOL News Daily Pulse with 10×7 fold line and vote count

But, you may argue, these pages are both in blog format. Perhaps blogs encourage scrolling more than other types of pages. I’m not convinced, since blog format is of the “newest content on top” variety, but it may be true. However, looking at pages that are not in blog format, we see the same trend. On the AOL Money & Financehomepage, users find and use the modules for recent quotes and their personalized portfolios even when these modules are placed well beneath the 1024×768 fold.

Another example within AOL Money & Finance is a photo gallery entitled Top Tax Tips. Despite the fact that the gallery is almost 2500 pixels down the page, this gallery generates between 200,000 and 400,000 page views depending on promotion of the Taxes page.

It is clear that where a given item falls in relation to the fold is becoming less important. Users are scrolling to see what they want, and finding it. The key is the content – if it is compelling, users will follow where it leads.

When does the fold matter?

The most basic rule of thumb is that for every site the user should be able to understand what your site is about by the information presented to them above the fold. If they have to scroll to even discover what the site is, its success is unlikely.

Functionality that is essential to business strategy should remain (or at least begin) above the fold. For example, if your business success is dependent on users finding a particular thing (movie theaters, for example) then the widget to allow that action should certainly be above the fold.

Screen height and folds matter for applications, especially rapid-fire applications where users input variables and change the display of information. The input and output should be in very close proximity. Getting stock quotes is an example: a user may want to get four or five quotes in sequence, so it is imperative that the input field and the basic quote information display remain above the fold for each symbol entered. Imagine the frustration at having to scroll to find the input field for each quote you wanted.

Where IS the fold?

Here is perhaps the biggest problem of all. The design method of cutting-off images or text only works if you know where the fold is. There is a lot of information out there about how dispersed the location of fold line actually is. Again, a very clear picture of this problem is shown on ClickTale. In the same study of page scrolling, fold locations of viewed screens were captured, based on screen resolution and browser used. It’s a sad, sad thing, but the single highest concentration of fold location (at around 600 pixels) for users accounted for less than 10% of the distribution. This pixel-height corresponds with a screen resolution of 1024×768. Browser applications take away varying amounts of vertical real estate for their interfaces (toolbars, address fields, etc). Each browser has a slightly different size, so not all visitors running a resolution of 1024×768 will have a fold that appears in the same spot. In the ClickTale study, the three highest fold locations were 570, 590 and 600 pixels—apparently from different browsers running on 1024×768 screens. But the overall distribution of fold locations for the entire study was so varied that even these three sizes together only account for less than 26% of visits. What does all this mean? If you pick one pixel location on which to base the location of the fold when designing your screens, the best-case scenario is that you’ll get the fold line exactly right for only 10% of your visitors.

So what do we do now?

Stop worrying about the fold. Don’t throw your best practices out the window, but stop cramming stuff above a certain pixel point. You’re not helping anyone. Open up your designs and give your users some visual breathing room. If your content is compelling enough your users will read it to the end.

Advertisers currently want their ads above the fold, and it will be a while before that tide turns. But it’s very clear that the rest of the page can be just as valuable – perhaps more valuable – to contextual advertising. Personally, I’d want my ad to be right at the bottom of the TMZpage, forget the top.

The biggest lesson to be learned here is that if you use visual cues (such as cut-off images and text) and compelling content, users will scroll to see all of it. The next great frontier in web page design has to be bottom of the page. You’ve done your job and the user scrolled all the way to the bottom of the page because they were so engaged with your content. Now what? Is a footer really all we can offer them? If we know we’ve got them there, why not give them something to do next? Something contextual, a natural next step in your site, or something with which to interact (such as a poll) would be welcome and, most importantly, used.

Click here for full article on boxesandarrows.com May 2011 Issue

 

Launch & Learn

Last Updated on October 18, 2017 by Jan Havmoeller Leave a Comment

Building a successful small business is about making the fewest mistakes

One of the principles of new media and marketing is a strategy called “Launch and learn.”  This method is used to quickly launch products, websites and marketing campaigns to establish brand loyalty and customer communication before the product or website has actually reached perfection. Launching campaigns and websites sooner rather than later allows for consumer response to show you what works, and what doesn’t.  Setting up metrics such as open rates, conversion rates and analytics allows you to inexpensively launch several initiatives at the same time using different vehicles to reach end users.   After analyzing the results you can then allocate monies and resources to what works the best. If you are involved in e-commerce, the numbers will always tell the truth.

Another basic tenet of strategic marketing and planning is transparency.  When promoting products or services, it is absolutely imperative to clearly articulate what it is you are offering.  We believe in advertising as a tool to provide the information necessary for consumers to make intelligent choices.  People want the facts and the research behind a product before making purchases, whereas 5-10 years ago a spectacular image of a product or the promise of a feeling the product or service might provide, was enough to sell it.  Promoting marketing integrity from the start provides a strong foundation by building customer loyalty and satisfaction and also helps the “launch and learn” technique  distinguish between product and delivery feedback and a lack of solid information provided to the consumer.  When testing initiatives, the less variables involved the better.

Its okay to make mistakes, and every new business should be prepared to make them.  By setting up metrics you can launch initiatives and analytics to see what works, and what doesn’t.  The key is to make the fewest mistakes possible in terms of time and money. Because each product will take a different marketing approach, there is no way to know exactly what will work best without first testing the waters. Steer clear of any marketing firm that claims to have a successful marketing approach upfront for your product or service, because this may end up costing you more than just money in the long run. If you would like to learn more, please contact Kompani Group at (786) 594-0435 for a free consultation.

 

KNOWLEDGE IS POWER – and a Great Way to Differentiate Your Business

Last Updated on April 5, 2019 by Jan Havmoeller Leave a Comment

At Kompani Group we believe in empowerment.  Whether it is our clients or our own team, we view it the same way. We always strive to arm all of our stakeholders with the best tools and the best information.  As B2B marketing evolves at break-neck speed it becomes increasingly evident that CMO’s are buying into this philosophy.  The game is not about jazzy ads, but about delivering meaningful information to the marketplace.  Our good friends at Desantis Breindel have written a spot-on white paper on this topic.  In keeping with their philosophy that “content is the gift that keeps on giving,” we are sharing it with you.

Give them a visit at www.desantisbreindel.com and follow them on Twitter

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