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Pamela Miller Consulting |
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Maximizing Return on Marketing Investments |
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Target Market Definition & Sizing: A regular review of your target markets to ensure they are: based on current market needs, clearly defined and prioritized based on your goals is critical. We can help you identify your most profitable target markets and detail each market segments within them. Our analysis would include both primary and secondary market research and would utilize our features/benefits/customer needs matching analysis. This process would result in a comprehensive report of the size and detailed characteristics, both demographic and psychographic, of each segment. This understanding would make your business planning more accurate and your marketing messages more successful. Once we have identified, defined and prioritized your target markets, we can help you develop a plan to acquire and hold these customers. Product Positioning: A regular review of your product positioning goals versus the current market needs and perceptions is critical to success. We provide you an independent, fresh view to help you see where changes might enhance your business. We may recommend positioning changes to reflect changing customer requirements or new programs to move perceptions closer to established goals. To do this we take a look at your business from a broad perspective, reviewing areas such as; target market, product features/benefits, price/value relationships relative to competition, competitive positioning, available resources, and how each product fits in the overall product line all within the context of your overall corporate goals. Price/Value Relationship Definition: We believe the value users perceive they get for their investment is a critical determinant of a product’s success. We can conduct an in-depth analysis of marketplace alternatives for you to determine your product’s price/value relationship relative to competition. We consider such characteristics as features, benefits, quality, service and product conveniences in our review. Once identified we can help you modify or manage this relationship and the perceptions surrounding it. Investment Mix Optimization: The optimal investment mix of product development, sales and marketing staffing, advertising, viral marketing, promotions, trade show and PR depends on many factors. Our consultants will help you make these important trade-offs based on your corporate goals and available resources. Pamela Miller Consulting specializes in programs to increase specific channel revenues, optimize product mix, while increasing awareness of a product and improve profitability. |
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Program Feedback Systems Only fund the highest return projects. PMC can help you design marketing and sales programs with measurable criteria. When a program is developed a key portion of the design must be how it will be evaluated against overall company goals. We will help you identify the metrics you need to generate an ROI for each project, allowing you to compare and rank the contribution of all programs competing for funds. Competitive Strategies: PMC can help identify your company’s competitive strengths and then design programs to leverage these strengths to increase sales and marketing ROI. Features are not enough to sell technology. You must have strategies to acquire and defend your markets, ultimately create long lasting loyalty. Business Plan Development: PMC has written numerous business plans that provide the information that investors need in a persuasive, professional format. We also develop Excel business models that mirror your operations and goals. Our review would ensure that your model reflects the key criteria that investors require These Excel workbooks can be simple or huge depending on your growth stage and the complexity of your business model. Funding Round Preparation: Make sure your company gets the exposure it deserves. To get an appointment with a VC or Angel investor you must have a crisp, compelling one page business summary and a persuasive 15 minute (10 page) PowerPoint presentation. PMC can help you build these tools using proven formulas. Do you have the backup for your claims? PMC can help you update your Business Plan, Excel Model and Market Research findings, making sure you have the answers you need. Our experience allows us to quickly spot issues and help you avoid common pit falls. Channel of Distribution Diversification: We are specialists in helping companies optimize their distribution channel mix. Minimizing too much dependence on any one channel or to normalize seasonal channel fluctuations. Once an ideal channel mix is identified we help create plans for you to migrate to the new mix. Once a new channel is established we can help you create sell-in and sell-through programs to insure growth. Our consultants are proven in the following channels of distribution. Channel Effectiveness Enhancement: Your channel effectiveness is dependent on many factors including the appropriateness of the match between your product and each channel your are in and how well you are satisfying each channel's business needs. We help you review current channels to identify and create programs that align key factors on a successful path.
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Copyright © 2004-2009 Pamela Miller Consulting, All rights reserved |
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We help you focus your resources on your most important target market. |
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