“The 3 C’s -- Understand Your Customers, Your Competitors, and Your Core Competencies
Sometimes it’s all about finding the right help you can trust and you can work with. Hi-Impact offers strategy planning services that can help bridge market opportunity with your business’ core competencies.
Using your expertise, secondary research, and marketing and strategic planning acumen, we can build a customized plan that you can work from. Whether you want to double your sales, increase market awareness of your product or service, or venture into new businesses, we can help you write a marketing plan that is actionable and measurable.”
Data Mining & Segmentation Once your opportunity has been identified, Hi-Impact’s strategic marketing practice can help you segment your customer base or hone in on potential new customers if acquisition is your strategy. We can study your current database of contacts and understand past purchase behavior--such as recency, frequency, and monetary value—to better segment the database and improve campaign ROI’s. Hi-Impact can also conduct research that goes beyond demographics to understanding buyer psychographics. We also can perform attitudinal and behavioral segmentation work for our clients. Our experience confirms that it is a very productive way to classify customers so that messages can be better targeted and response rates increased.
Marketing Research Hi-Impact can design and conduct marketing and customer research to help you better understand who you should target and what their needs, attitudes and behaviors are.
Whether you require exploratory study which can lend insight into your marketing problem or point you in a direction for your communication strategy, or you need more conclusive, descriptive research that measures awareness, perceptions, and basic behaviors of your audience base—Hi-Impact can find the best research solution for you.
Hi-Impact has a long standing relationship with Block Research, Inc. (BRI), a local research team whose principals are the authors of Business to Business Market Research (Irwin Professional, 1995). BRI is experienced in all facets of research design and analysis.
Research Methods:
In-depth Interviews
Panel Design
Focus Groups
Surveys (Online, Mail, Telephone)
Analysis of Existing Customer Database
Marketing Applications:
Communication Strategy
Pricing Strategy
Product Development and Differentiation
Customer and Database Segmentation
Offerings:
Research Design
Questionnaire Development
Sampling and Data Collection
Data Coding & Tabulation
Analysis & Interpretation”
Messaging & Campaign Planning Message planning is key to a successful campaign. Messages need to be carefully created and applied consistently. In addition to message planning, our practice works on brand positioning as well as value propositions. We work to integrate this very foundational work into all messages going out to the marketplace.
Before a campaign can be executed, a campaign plan must be determined. Hi-Impact has vast experience in designing both acquisition and retention campaigns for industry and the non-profit sector.
Sales Planning Strategic sales planning is also critical to ensure that the sales force is being utilized most effectively in regards to minimizing cost per lead or expense to revenue ratios. Hi-Impact’s sales planning practice includes sales coverage planning so that you can optimize your sales force to its fullest potential and forecast sales growth in the near future. Significant cost savings can be reached by implementing a hybrid model on a segmented customer base. Savvy marketers will actively choose which customer segments should receive face-to-face sales coverage, while others receive a combination of inside sales and direct mail to maintain customer-centric relationships.
