Your Personalised Strategic Marketing Partner for Sustainable Growth and Performance Excellence.
Our Mission is to Focus on your company’s Sustainable competitive Advantage and Continually Improving Business Performance Initiatives.
Continuous Improvement leads to improved financial success and the best way to ensure that your company achieves a sustainable growth is by developing clear to understand and execute marketing and sales strategy.
The Paper Planes Strategic Marketing Process
Situational Analysis:
Audit of current Go-to-Market strategy
Auditing of your current strategic posture
Competitive posture – are you growing or in decline? What are the strengths and opportunities and how immediate are the threats and weaknesses and what critical actions are needed to ensure you create a Sustainable Competitive Advantage over your competitors?
Product & services Unique Selling Proposition (USP) – how to pitch your company offerings to close the deal every single opportunity and ensure top of mind awareness of your advantages vs. the competitor offerings.
Channel dynamics - how does your product or services offering flow from your warehouse to the end target? Do you have the most efficient processes and how can you maximise your channel partners to ensure that your products or service offerings are sold they way your marketing strategy intended?
Service & Product delivery Process Design
We look at the delivery of product and services a company has to offer and investigate the gap between the marketing promises made and the actual deliverables a company is able to achieve. This involves all aspects of the organizations such as manufacturing outputs, inbound and outbound logistics, the distribution channel, and the required communication channels to correctly deliver on the promises made by the organization. We then put in corrective measures and processes to achieve the desired results.
Market Research – Competitive positioning of product and services
We conduct a variety of target market and customer research (either primary or secondary research) in order to develop the foundation of a great marketing and communication strategy. We focus on industry dynamics and the deep understanding of target customer needs and their measurement of value. Based on this research we are able to develop detailed marketing plans, which include a detailed (step-by-step) master project plan that provides a process flow attached to roles, responsibilities, and a timeline to ensure that the strategy is fulfilled successfully. This allows the strategy to be managed through short-interval controls ensuring that the set out financial/marketing goals, objective and targets are met. Each and every marketing project is focused on “Bottom Line” results.
Marketing Strategy
We specialise in the development of comprehensive Marketing Strategies that serve as the fundamental underpinning of an organisations marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are designed for measurable results. The marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation. However, time horizons are becoming shorter as the speed of change in the environment increases. Our Marketing strategies are dynamic and interactive, and we collaborate with your marketing and management teams to ensure a strategic fit with your company objectives, goals, mission statement and vision.
Our Marketing strategy involves careful scanning of the internal and external environments which are summarized in a SWOT analysis. Internal environmental factors include your marketing mix, plus a performance analysis and highlight your strategic constraints. External environmental factors include research, customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact on your success.
Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan.
Development of an Integrated Marketing Communication Strategy (IMC)
An IMC ensures a Golden Thread throughout your communication campaigns. This takes into account all of the following communication platforms where your company engages the channel and the desired Target Market:
Advertising – Above & Below the line communications
Face to Face sales
Public relations
Publicity
Investor relations
Web-based & E-commerce campaigns
Direct Marketing
Customer Relationship Management platforms and campaigns
Without the integration of all marketing communication activities, a company cannot manage the target market perception and understanding of the intended brand communication. Paper Planes recognises the value a comprehensive marketing communication plan can provide an organisation. We evaluate the strategic roles of a variety of communication disciplines – for example, general advertising, personal selling, sales promotion, direct marketing, public relations, sponsorship, and combines these disciplines to provide clarity, consistency and maximum communications impact. Unless each aspect of the marketing communication plan is measurable from a R.O.I perspective, it is seldom effective in achieving the desired targeted goals of an organisation and results in the waste of valuable company resources.
Sales & Go-To-Market Strategy
A focused strategy gives direction to teams involved in identifying and qualifying sales opportunities. It also provides a foundation upon which to develop appropriate sales tactics. A well-planned sales strategy will help your business achieve your desired growth potential and ensure its sustainability. The Paper Planes Sales Strategy Consulting Services are designed to help businesses with the following:
Target and penetrate the most promising and profitable customers, markets and sectors
Develop the most effective target penetration strategy
Refine and maximise your competitive advantage and product/service differentiation to increase market share and profit margins.
Increase sales win/loss ratios and shorten sales cycles by refining and aligning sales and marketing messaging to capitalise on your value proposition and your strengths and opportunities vs. your competitor weaknesses.
Define the most efficient and cost-effective tactics and methods to sell your company's products and services.
Establish a specific plan to strengthen and enhance lead generation.
Establish comprehensive success metrics and quantitative targets at every critical level from the number of impressions made to the number of customers gained.
Paper Planes can assist you in building your Sales Strategy that will deliver a personalised documented Sales Plan and encompass the following 4 elements as a minimum:
A detailed Step-by-Step Sales Strategy integrated into your Marketing Strategy
The Sales Strategy Structure to ensure optimal sales success
Tailored to you and your industry Sales Tactics for achieving a sustainable competitive advantage
A strong CRM campaign to manage the day-to-day customer contact points between your brand and your most important customers.
Customer Relationship Management
At Paper Planes, we believe that it is impossible for a marketer to establish effective communication with the target consumers using only mass techniques like advertising, sponsorship, publicity, etc. We believe that it is the rapport, the empathy, the dialogue, the relationship and the communication the company establishes with the prospect clients that lead to life-time retention of clients, and thus the forming of sustainable business growth. We focus on the various factors that enable clients to build successful CRM campaigns with their target audiences thus turning them into loyal customers of the company or brand. Customer loyalty results in customer life-time value and repeat business is the most effective communication tool known in marketing.
Strategic Marketing Scope of Works
At Paper Planes we conduct augmented marketing services offering that include the following;
-
Strategic Planning
Marketing Plans & Budgets
Market Audits & Research
Market Approach Strategy – Channel management
Retail planning and business strategy
Brand Strategy & Brand Equity audits
Sales Strategy, Targets Plans, Budgets & Forecasts
New Market Development
Restructuring and repositioning brands
-
Auditing businesses, management systems and business processes
Sales strategic planning and business modelling
Performance reviews and staff competency reviews
High level report writing and board member reports
Developing & Implement business performance enhancement strategies & plans
-
Development of an integrated Marketing Communication Programme that looks at the following aspects of a successful marketing campaign:
Advertising
Brand Strategy and Brand Architecture Strategy
Customer Relationship Management
PR/Public Relations
Direct Marketing
Sales Promotions & Campaigns
Point of Sale & Signage campaigns
Personal Selling & Sales Strategy
-
Development of an Online Social Media Marketing Programme that looks at the following aspects of a successful e-commerce strategy
Customer Value & Needs Research
Database Marketing Strategy
Call Centre Strategy
Social Media marketing Strategy
Website Marketing Strategy
Online campaigns – FB, Instagram etc,
Consulting Fees
All marketing and sales consulting projects are individually considered and tailored according to the clients needs. The consulting fee is either charged as a monthly retainer paid in advance, or billed by the hours worked on the project, paid at the end of each month.
Please feel free to call us at any time to discuss any of the objectives that you may have, and we will endeavour to assist you with all the passion and energy that makes our industry the very reason we love life.