Build a market-focused operation
Gibsons offers expert, tailored solutions beyond the scope of most marketing agencies because we approach marketing through the business-strategic lens.
Most marketing agencies solely focus on delivering the part of marketing that everyone is familiar with – the part that should only come at the end of a good strategic process, which is marketing promotion (otherwise known as marketing communications).
Whilst Gibsons also excels at coordinating the tactical marketing activities involved in marketing promotion, we’re well known for strategic marketing which is the foundation that effective advertising, public relations and sales promotions should be built on. This approach makes it possible for you to stake out your territory in the market – and ensure that everything about your business is meeting needs and reinforcing why customers should buy from you and not your competitors.
The outcome? Perhaps you don’t even need to engage in more or different types of promotions – an adjustment in your pricing strategy, logistics, product/range design or distribution methods could be the lever that vastly improves sales whilst reducing organisational costs.
Gibsons offers superlative brand development as well as campaign strategies, digital marketing expertise, sales strategies and sales team training.
How we can help you
Market Research
The deeper you are prepared to go with research, the more certain you can be about your market position and any investment you put behind Marketing. Base important business decisions on market facts, not guesses nor assumptions.
- Use market research to be sure that opportunities are real.
- Be fully aware of how the market perceives your strengths and weaknesses, through Customer Research, Industry Research, Competitor Research, etc.
- Develop strategies that are highly targeted, and not a ‘stab in the dark’.
Read a case study about how strong investment in research and market strategy reaped strong rewards for a small company here.
Market Positioning
Once your research is done we can accurately calibrate your winning position to your ideal customers, away from your competitors. Position is about discovering and articulating who you are, what you do, and why it matters to the customers who want you for what you do best.
Position is the pivot-point of Marketing Strategy. It is a blueprint for how you will roll out your strategy across Product/Service, Price/Value, Place/Access, and Promotions/Information.
Marketing Strategy
Once you have researched your market, clearly understand your priority customer segments (high growth, low competition, easy to serve) and determined your winning market Position, it’s time for the Game Plan. This is your Marketing Strategy.
Marketing Strategy looks at how you will position your offering across the four pillars of Product/Service, Price/Value, Place/Access (distribution method or channels), and finally, how you will Promote yourself. Marketing promotions that precede these important considerations can only ever be (expensive) window dressing.
Our Senior Marketing Consultants will help you put together this blueprint for marketing success.
Pricing and Product Range Reviews
If the research and positioning exercises determine that you need a different approach to how you curate your product range or apply pricing, we can help with that.
Pricing and product strategies are the cornerstone of strategic marketing and good business strategy. It is at the core of what you offer to your market.
Marketing Plan and Implementation
Once your overarching marketing strategy is decided this needs to be turned into a Marketing Activity Plan. Gibsons offers a very competitive and expert implementation service to help you get it all done, incorporating the most up-to-date understanding of digital marketing in your channel plan. Gibsons will act like a small but highly effective external marketing team, cost-effectively coordinating your marketing projects including getting quotes, briefing photographers, designers, web developers and writers.
Alternatively, we can help you build your own marketing capability and team structure including training and mentoring marketing employees already in place. We are experts at recruiting, training and building excellent marketing teams for organisations.
Branding and Promotion
Branding/Marketing Audit
Gibsons business marketing consultants will review your visual communications to ensure they are aligned with your business strategy and brand position. Your visual brand includes everything you put out to market: quotes, invoices, letterheads, business cards; not just your logo. We can then make recommendations about how to tell your story better, inspiring confidence in your standing amongst your customers
Promotion
Once we have identified your target audience, our business consultant will develop the tools you need to communicate effectively with them including:
- Websites
- Digital and social media marketing
- Database marketing
- PR and Media
- Capability Statements
- Brochures
- Catalogues and data sheets
Gibsons will deliver innovative and effective communication solutions for your business.
Sales
Effective sales performance is the lifeblood of all businesses.
Process
Understanding the processes where people connect and engage with current or potential customers is pivotal to not only winning new customers but in maintaining and building upon relationships with the customers you already have.
Gibsons consultants are highly skilled in understanding, developing and maintaining sales and customer service systems and processes that really work. Understanding those systems and processes and the needs of your customers helps our consultants develop and refine what you do and forms the basis for training staff in those processes.
Measuring and Managing Success
Measuring and managing sales performance is all about measuring your sales pipeline through effective Customer Relationship Management systems (CRM), understanding the areas of focus and then applying effective sales management techniques to achieve the best results.
Gibsons consultants are skilled to ensure that you achieve the best results for your sales team.
Training
Marketing Training
If you have internal employees that can help you deliver marketing objectives, we offer training in:
- Digital Media optimisation
- Customer Relationship Management platform selection and optimisation (CRM)
- Database Marketing
- Managing third party resources (web developers, designers, photographers etc).
Our expert marketing team can also design training in any aspect of marketing that your organisation might need.
Training Your Sales Teams
Sales Training is the development of skills and techniques for creating new sales opportunities and closing sales. Gibsons will tailor a specific program for your sales team built around your needs. Such programs always incorporate improving interpersonal selling skills such as:
- abilities interfacing with potential buyers
- communication skills, especially listening
- problem solving strategies
Gibsons are expert in sales techniques to improve:
- prospecting and follow-up
- lead qualification
- closing
We train your team in your environment and help you optimise your Customer Relationship Management system (CRM), your sales process, and your value propositions
Our proprietary improvement program, Excellerate, provides a platform on which we build client specific sales team solutions. Excellerate uses our ‘master-of-sales’ techniques to understand the gap between required sales competencies and how the sales team measures up to develop training and coaching addressing individual needs. Excellerate can change sales culture, implement accountability and performance management, and improve sales management performance.
For a guiding hand with your business, speak to our experienced consultants.
