Client Success Story: Elite Cafe and Catering

Sioux Falls Marketing Advertising

Chef Daniel Myers is battle tested in the field of catering and upscale cuisine, having received numerous awards and commendations. Not one to beat his own drum, he did acknowledge that, when it came to marketing, his presentation was a little under-cooked. Chef Daniel struck out on his own, opening Elite Cafe and Catering.

When he teamed up with Complete Media, Chef Daniel was minus an online presence and was looking to spice things up. In just under a year, we developed a sleek and appetizing website, rebranded the business with a new logo, and provided hands-on consultation to help Dan increase the business’s visibility. “Complete Media have helped me understand marketing is more than just logos and jingles,” Chef Daniel said. “It’s about building my business.”

Now, Chef Daniel is reaching a whole new demographic of catering clients, and the cafe business is rapidly increasing.

To find out more about Elite Cafe and Catering, call 605.593.9339 or visit their website.

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Client Success Story: Lamfers & Maas

Sioux Falls Marketing Advertising

Lamfers & Maas is your key to tax planning. Their team of CPAs and accountant business advisors is based in Sioux Falls, SD, and is ready to listen to your goals and provide you with the options you need to solve issues and simplify your life. Trust Lamfers & Maas for consistency and accuracy — their guarantee — to provide you with peace of mind, knowing your tax and accounting matters are under control.

Lamfers & Maas partnered with Complete Media to gain an edge over their competition. Our team enhanced their website, making sure it looked professional and eye-catching. We also helped rank their website at the top of search engines, allowing their potential clients to find them at the top of the page. In addition, we developed their logo, corporate materials, and tagline that focuses on the value they bring to their clients.

We equipped their team with blogging and email tools as well as syncing financial plug-ins into their website to make it a valuable resource to their clients. Since our partnership, Lamfers & Maas has been able to expand their business and take on their ideal clients.

To find out more about Lamfers & Maas, call 605.370.5521 or visit their website.

Client Success Story: AAA Storage

Sioux Falls Marketing Advertising

AAA Storage is one of the premier storage facilities serving Sioux Falls and the surrounding communities. Owner Darrell Thomas took over operation of the facility in 2013 and has made significant improvements, providing top-notch storage solutions. The facilities are clean, secure, and are available in a variety of sizes, including storage for RV campers and trailers.

AAA Storage partnered with our advertising agency at the start of their business. They received a full corporate ID package which included a logo, business cards, and a website. This allowed AAA Storage to have a consistent brand throughout their materials.

AAA Storage has also partnered with us to execute search engine optimization strategies, providing more leads and business for their company. The website is easy to navigate, giving potential clients effortless access to the information they are looking for. Through their partnership with Complete Media, they are able to remain at capacity in their storage facilities.

To find out more about AAA Storage, call 605.370.5334 or visit their website.

Defining Marketing Objectives & Strategies

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Marketing Objectives are defined as the group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers and providing information about product features. Specifically, common marketing objectives include:

  • Introducing new products or services
  • Cross-selling more products or services to existing customers
  • Expanding into a new geographic market
  • Seeking out and securing new customers
  • Improving customer services
  • Increasing the average size of an order

Once the Marketing Objectives have been defined, you can create a focused Marketing Strategy for each one. Marketing Strategies have many potential tactics that can be utilized. Below are examples of Strategies with their corresponding tactics:

  • Market Share & Expansion Strategy: Develop aggressive sales & marketing tactics to expand your market. Examples of tactics include:
    • Consumer and/or trade promotions (e.g. coupons, BOGO’s, contests, special offers, etc…)
    • Direct mailing to include incentive
    • Secure additional distributors and/or sales force
  • Positioning Strategy: Designed to affect how people think and feel (perceive) about your product or service. Examples of tactics include:
    • Advertising and public relations campaigns
    • Attending, exhibiting or presenting at trade shows
    • Enhancing and/or developing corporate communication and marketing materials (e.g. brochures, website, flyers, social media profiles, etc…)
  • Reminder Strategy: Reminds customers to make a purchase. Tactics include:
    • Postcards via direct mail with coupons
    • Free premium items with company’s information
    • Disseminate monthly newsletters
    • Communicate newsworthy information via social media

Determining which Marketing Strategies are necessary and important based on your business goals is critical to the success of growing your company. If done incorrectly, you will only end up wasting a lot of time and money on implementing the wrong strategies. Needless to say, my advice is to seek out a qualified Marketing Consultant who can assist you through this process.

Source: Danielle Foley

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Client Success Story: Safety Solutions

Sioux Falls Marketing Advertising

Safety Solutions of Sioux Falls offers professional on-site and off-site training, regulatory compliance, site inspections, and written safety program management. Owner Tony Drovdal is a former Captain with Sioux Falls Fire Rescue with over twenty years’ experience in public and private occupational safety management. In 2016, he partnered with Complete Media, Inc. seeking marketing solutions.

“One of the things I stress in my classes is to know your own limitations,” Safety Solutions owner, Tony Drovdal, said. “I took my own advice and looked for help marketing and branding my business. The team at Complete Media is proactive and looks for new avenues to get that done, and for a smaller investment than I anticipated. I couldn’t be more satisfied.”

Complete Media developed from the ground up Tony’s entire branding strategy including company logo, new website, collateral materials, and public relations. His new business is gaining traction and visibility, thanks, in part, to the online strategies executed by the Complete Media team, including everything from SEO and keyword management to social media. We even facilitated some client-to-client connections resulting in new business; before he officially opened his training facility, Tony was already busy making workplaces safer.

To find out more about Safety Solutions, call 605.610.2169 or visit their website.

Client Success Story: Climate Systems, Inc.

Climate Systems is a regional leader in HVAC design and installation. In addition to HVAC sales and installation, Climate Systems services Schneider Electric Automatic Temperature Controls. Technological changes have revolutionized remote monitoring and energy management control in today’s buildings. Climate Systems’ job has been to stay up to date on these new developments. With a vast array of knowledge and years of practical experience, they’ve been responsible for the building automation systems of hospitals, educational buildings and campuses, recreational facilities, churches, government buildings, office buildings, laboratories and manufacturing facilities.

Climate Systems partnered with Complete Media Inc. several years ago to enhance their brand and name recognition. We have helped them go through a complete rebranding, including logo updates, all-new marketing materials, signage, vehicle graphics, website, and much more. Through our marketing planning and placement, we have helped Climate Systems keep in touch with key clients and prospects using online strategies, e-marketing, social media, and print campaigns. Working with Climate Systems has been a great experience, and we truly value their partnership.

To find out more about Climate Systems, Inc., call 605.334.2164 or visit their website.

Marketing Strategy: Making A Smart Investment

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A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

A Change Of Mindset

First and foremost, marketing is an investment. You only get out of it, what you put into it. Therefore CMOs need to begin looking at marketing as the financial investment that it is towards meeting the goals of the business. When you make a financial investment you investigate the risk potential, growth expectations, and your portfolio as a whole. When looking at your marketing spend and strategy, you can start with the same discussions.

To think of it in another way, look around your business at the way investment fundamentals are applied all around you. Why is this not the case in marketing as well? Forget the way that marketing is typically done. Forget what your company has focused marketing dollars on in the past. Then open yourself up to the possibilities that a creative marketing investment can have.

Goal Alignment

Now you’re ready to start getting your goals and your marketing investment in line. But first, make sure that you have the right goals. Of course, this depends on your business. A new business will need to focus more of their investment on brand awareness. You’ll need to make a splash in the market and get your name out there. your marketing spend in that area will be high because your primary goals is brand awareness.

But for most established businesses, awareness is only a portion of the marketing spend. Too often, businesses are focused on the wrong marketing metrics. You see that you’ve gained a bunch of Facebook likes, or you’re getting a lot of return visits to your website. These are positive things, but do they align to your goals? Marketers tend to focus their investment of marketing dollars on the channel itself – whether boosting search rankings or building an email list. But was your goal to create a higher search ranking? Or was your goal to use search rankings as a way to build leads and conversions?

Your marketing strategy needs to be relative meeting the financial goals of your company. If your company is looking for slow and steady growth, you can invest your marketing budget accordingly. But if you really want to get your business off the ground quickly, you’ll have to ramp up your spending for your maximum return.

Execution And Adjustment

Now that you have your focus for your investment from the goals of your business, you’re ready to get started ramping up your marketing strategy. Don’t limit yourself. Your mix of marketing strategy is dependent upon your business, of course, but consider every channel and it’s effectiveness for you.

Make sure you have the right tools in place to measure the return on the investment you’ve made. When you make a financial investment, you will always have these tools in place, so why wouldn’t you have these in place for marketing investment? Again, be focused on the right metrics and making sure you have a system in place to see the results of your hard work. Then you can make the adjustments needed in your strategy. You can identify where the issues are in your marketing funnel and change your marketing investment based on that information.

Conclusion

Thinking of your marketing as an investment, makes you shift your thinking for your marketing strategy and budget. You are only going to get out of it what you put into it – so invest wisely.

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

Source: Mike McDermott

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.

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Tanner Chambers – Production Strategist

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Tanner is a Minnesota-born graphic designer with a background in television journalism, broadcast technology and marketing. He landed his first TV job while in college, working first as a part-time assistant webmaster and then as an associate producer for Valley News Live in Fargo, North Dakota. He graduated from Minnesota State University Moorhead in 2014 with a Bachelor of Science studying graphic design and mass communications.

A marketing internship brought him to Sioux Falls in the summer of 2014, where he continued to add to his experiences, working as an advertising copywriter, KELOLAND reporter, non-profit administrative assistant, business-to-business broadcast technology marketer and digital freelance artist specializing in graphic design, videography and motion graphics.

Tanner joined the Complete Media team in October 2016 and has thrown himself into his work, developing built-to-last business brands while expanding his web skill set with HTML coding, email and web builders, WordPress, Google AdWords, Facebook ads and more.

He and his wife live with their three small dogs near downtown Sioux Falls.

How Does Target Market Media Consumption Affect Strategy?

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Knowing the media-consumption habits of a target audience can help a business owner create an effective marketing campaign. For example, if target consumers favor a particular media channel – such as a television station, radio station, magazine or newspaper – you can use that information to deliver your marketing messages directly to them.

Consumption

Your target customers may enjoy a particular aspect or offering of the media channel. For example, they might watch a specific television program, listen to a particular radio show or flip directly to the sports section of the newspaper. Understanding media consumption habits in this respect helps you place your advertisement effectively within the media channel.

Context

It also helps to know what consumers are doing while they are using a media channel. Suppose a car dealership decides to reach its audience by advertising on a radio station in the morning. Knowing that most people are driving to work at this time of the day, the dealership might design an advertisement that speaks directly to commuters by explaining how a comfortable car can ease the pain of sitting in traffic jams. Similarly, if the dealership knows target consumers tune in to the radio station while they are busy working or making dinner, its advertisement might use loud jingles and sound effects to catch the listener’s attention.

Market Research

Business owners can hire a market research firm to help determine strategies for reaching a particular segment of the population. Market researchers draw on a large variety of techniques to study consumer behavior to create behavioral profiles and help advertisers tailor marketing campaigns to the consumption habits of their target audience. Researchers might use surveys, focus groups and questionnaires to generate a database of media consumption habits. They then use statistical methods to identify consumption patterns, providing valuable insights that help advertisers identify the most cost-effective strategies for reaching an audience.

Media Planners and Buyers

Media planners and buyers help businesses implement marketing campaigns. These experts can orchestrate complex strategies, such as airing television commercials in short bursts during periods when the target customers are likely to be watching. The alternative approach – airing commercials during every available period – would drain an advertising budget unnecessarily. While hiring all these marketing experts might seem expensive, the investment pays off if you can avoid wasting money on ineffective strategies.

Source: Stan Mack

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How to Create a Target Market Profile

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Creating a target market profile and positioning statement is a process that helps business owners to identify and communicate with the prospects that offer the greatest chance of sales success. A target market profile is a concise description of the type of prospect you want to sell to. A positioning statement is a brief summary of the way you want prospects to perceive your product or service.

Define the target market for your products or services as precisely as possible. A target market profile identifies the characteristics of the prospects most likely to purchase from you. Use characteristics such as age, gender, location, income level or education to build the profile. Age or gender are important characteristics if you sell products such as clothing or children’s games. Focus on location if your products are only available in certain areas or if they are location-specific, such as hiking or skiing equipment. Income is important if your products carry a premium price.

Profile business customers by a different set of characteristics, including size of business, industry sector and location. Identify the decision-makers in target companies. The decision to purchase your product may involve business, financial or technical personnel as well as senior executives if the purchase represents a significant capital investment. An example of a business target market profile is medium-size companies in the manufacturing sector, based in the Midwest, with a turnover of more than $2 million.

Research the interests and preferences of your target market to find out what they feel is most important about a product like yours. Approach customers for feedback, asking them about important features and benefits. Consumers might consider factors such as “the product improves my lifestyle,” “it saves me money” or “it makes me feel healthier.” For business customers, identify the opportunities and problems that face different types of businesses by monitoring customer feedback or reviewing industry surveys. Challenges such as reducing costs, improving quality, speeding up time to market, or improving competitiveness are issues facing many types of business.

Build a more detailed profile of your target audience by capturing information on their interests and requirements on your website. Offer website visitors publications or special offers that they can download after completing a registration form. Provide a page where visitors can create and update their own profiles and request certain types of information from you. Analyze their preferences and record the information they request to build personalized profiles.

Identify the product benefits that represent the greatest value for your customers. Compare the important factors with the performance, features and benefits of your products. If your product aligns with the main customer factors, use those factors as the basis for your positioning statement. Compare your product with competitors’ offerings to assess how you can differentiate your product. Relate your differentiation to the most important customer values.

Create a positioning statement for each distinct customer sector. Use a consistent format such as “for this target audience, our product provides these important benefits that our competitors cannot match.” Use the positioning statement to create compelling messages to motivate the prospect to buy. Incorporate the key elements of the positioning statement in all your marketing communications so that prospects receive consistent messages at each point of contact with your company. Share with employees target market profiles and positioning statements so that they not only have awareness, but also going forward they are constantly reassessing the criteria used to define the target audience and how elements may influence that audience and what adjustments might need to be considered. It is crucial to the culture of any company that employees are keenly aware of who it is they serve: the customer. Who they work for is the boss.

Source: Ian Linton

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