Business isn't fair. You have competitors with many more resources at their disposal. They have strong brands, great people, lots of cash - how do you compete?
Asymmetric marketing uses processes and tools that are designed to help you compete against much larger and better-capitalized adversaries. We'll help you identify your markets, tailor your proposition, target your audience, and, above all else - drive your revenue.
Revenue is the engine that keeps you in business. Spending money on a bunch of new-fangled marketing nonsense isn't going to pay your bills.
The customer journey is a sequential path of steps that the customer takes along their path to purchase.
The sales funnel is a series of steps that a company uses to manage the customer's experience along their journey.
The flywheel represents the ongoing relationship between the company and its customers.
What is propensity marketing?
We start with propensity modeling - looking for the characteristics of the people most likely to purchase your products. We take your current buyers and identify a wide range of demographic, psychographic, economic, and other factors that will help us understand those customers better. We then run mathematics and statistical models, powered with the latest machine learning and artificial intelligence tools, to identify which of those characteristics are most closely correlated with purchase behavior.
Once we have a solid profile of the ideal buyer, we gather leads and prospects that match these criteria, giving you access to a pool of likely buyers. We then shift into propensity marketing, which is the design and implementation of marketing messages, advertising, promotions, and other relevant marketing initiatives - all of which are designed to be compelling to our newly modeled prospects.
Introducing The Commando System
What is The Commando System?
The Commando System is a framework and a set of strategies, tools, and processes that are designed to give small businesses the ability to effectively compete against adversaries that have access to substantially more resources.
As a small business owner or manager, you can't afford to go toe-to-toe with much larger and better-capitalized competitors. You need strategies, techniques, and tactics that will allow you to win these uneven battles.
History is replete with stories of asymmetric victories (think David vs. Goliath). The Commando System translates these concepts into an understandable and usable form in the context of business operations.
Real marketing - with real results. Brought to you by grown-ups with real-world experience.
A System That Works
Proven systems, processes, and tools that really work.
No latte breaks.
No foosball tables.
Just hard work and commitment.
Key elements of propensity marketing
- Gathering lists of existing customers with all available data about them and their buying patterns.
- Cleansing, modeling, and reverse-appending these customers with a rich array of additional data.
- Loading the newly enriched list of customers into our evaluation engine, which returns information on which data elements are most relevant and predictive of purchase behavior.
- Gathering prospects with similar characteristics.
- Designing a customer persona, value proposition, and marketing message for the new audiences.
- Researching content, message, images, slogans, taglines, and other communications vehicles.
- Creating and implementing marketing campaigns to target prospects.
- Performing analysis on the effectiveness of the campaigns.
Military strategy classics such as The Art of War or On War address the principles of conflict. We believe that these principles are an excellent way to approach strategy development for a business as it competes in the marketplace. Our understanding of both ancient and contemporary military strategy principles and our experience in applying these principles to business, make us a unique partner in the development of your business strategy.
Some of Our Strategy Clients
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