This is the sales and marketing continuum

At this end is the Customer / Prospect

At this end Research and Marketplace positioning

This is also where the profit /ROI is delivered

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This is where Tactical Activities take Place

Most Marketing Agencies work in this space because:• It is easy to win business • There is a lot of business• The projects are small and sign off is easy• Quick turn around times• High profile

However:• Tactical work alone provides little ROI• Competition for the work is huge• Supplier loyalty is low • Constantly re-inventing the wheel• Delivers little long term client value

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This is where planning and Strategic Activities take place

Most agencies don’t/can’t/won’t work in this space because:

• They don’t really have the skills, resources or experience• Projects are long term and you can’t bluff your way through it• Clients find it hard to justify the cost because it’s not as visible as the tactical work• The ROI for everyone takes longer to appear

However:• Here is where the real marketing work happens• This is where long term relationships pay off • All tactical projects run from this point • There are few companies who can REALLY do it• This is where real ROI starts for everyone

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Tactical Activities

Strategic Activities

If marketing is going to work long term and deliver real ROI;activities at this end….

…need to be driven by planning and work at this end

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Getting the balance wrong means a lot of effort and expense at this end

and means little or no ROI at this end

THIS IS WHAT MOST COMPANIES DO TODAY

AND IS ALLTHAT MOST AGENCIESCAN OFFER

But……….

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We see the World a little differently……

We used to be one of these.

And our business survives on our ability to know how to generatesome of this

So we understand the issues and drivesand the challenges and changes.

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So our business looks just like our clients’

We look just like our clients

Neither us nor our clients “look” much like a marketing “agency”

We also understand our clients’ products and services

And the markets in which they operate

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We have genuine experience and expertise at both endsof the continuum……..

And we can demonstrate it

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Which means we can work with our clients at the planning andStrategic level

And then help them implement the Tactical activities

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Here at the Strategy end we:

• We have a body of experts in our Strategic Directors & Think Smart Group• And have formed partnerships with key industry Analysts to ratify and validate each of our approaches.

Verdict Research – Retail Sector

Bloor Research – IT Sector

Enders Analysis – Telco and Media Sectors

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Here at the Tactical end we:

• Agree an integrated Marketing Plan• Deliver campaigns which generate qualified leads and opportunities• Provide fully managed service• Deliver full analysis

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And we pass ROI, profit and intelligenceback to the “business”.

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There are a number of stages along this continuum

1 2 3 4 5

……..and they’re all interlinked

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They break out into these areas

2 3 4 5

Research and Planning

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They break out into these areas

3 4 5

Strategy

1

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They break out into these areas

4 5

Messaging

1 2

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They break out into these areas

5

Communications

1 2 3

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They break out into these areas

Sales

1 2 3 4

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We work with our clients across all areas…..

1 2 3 4 5

….so that we can deliver real value to them

www.thinksmartmarketing.co.ukwww.thinksmartgroup.com

01525 288828