HawkPartners believes that marketing strategy is built upon a clear perspective of the customer, competitor and market information that focuses on investments and efforts that yield the greatest positive impact to brands and businesses. Our relevant experience with market leaders across multiple industries allows us to identify and recommend best practices and practical, executable solutions, ultimately accelerating change in your organization.
Channel Strategy
Customers in every industry are demanding increased flexibility in where and how they learn about, shop for, and purchase products and services. As a result, it has become increasingly complex to determine the right mix of sales and marketing channels. HawkPartners helps marketers understand how their customers’ channel preferences are changing, how their competitors are utilizing alternate channels, and which mix of channel resources should be used to best serve each segment. Channel optimization represents an opportunity to grow revenues while simultaneously reducing costs by shifting to lower-cost channels.
Communications Strategy
A marketing strategy must be complemented by a consistent and compelling communication strategy, which should build interest, support, and activism among all key stakeholders. HawkPartners can help develop the overall communication plan and address key design questions, including:
- How much should you be spending?
- Which channels and tactics are likely to be most effective?
- When and how often should you be contacting customers and prospects?
- What kind of yield are you likely to get?
- How should tactics be integrated?
- When should leads be handed off from Marketing to Sales?
Marketing Capability Assessment
While return-on-investment analysis has always been important, the pressure on marketing executives to deliver “measurable results” has grown significantly in recent years. HawkPartners helps executives deliver bottom-line results by identifying key opportunity areas, evaluating performance against goals, and providing the leadership that significant change often requires. We start by comparing a client's current capabilities with industry benchmarks to develop a baseline understanding of the client's unique strengths, opportunities, and challenges. We also develop a measurement system that helps build buy-in among senior management and marketing professionals. We work with clients on both evaluating the effectiveness and efficiency of their overall marketing spend, as well as assessing specific marketing components and programs.
Pricing Strategy
Setting the right price for your product or service can be the key to success or failure. However, the perceived value the customer places on a product, especially a new one, is usually not known. This task is even more difficult when a company sells in multiple countries. HawkPartners assists clients by determining the utility that customers place on price relative to other product/service attributes. We can utilize customer research to create a virtual marketplace that mirrors real-life customer decisions, resulting in models that simulate in-market results, including forecast changes in share and volume. Based on analysis of alternative price and feature permutations, as well as competitive environment, we enable marketers to select the optimal market price for their offering.
Brand Portfolio Management
While each brand must execute against a specific strategy, their roles with other organizational brands must be clearly defined for both external and internal audiences to ensure the whole is greater than the sum of its parts. HawkPartners works with clients to determine the optimal brand portfolio strategy through a combination of proven frameworks, market research and internal consensus building. We not only help clients make decisions that generate excitement and momentum internally, but also help pressure test these strategies to ensure they are practical and executable.
Brand Positioning
As companies are confronted with the increasingly difficult task of differentiating their products and services in hyper-competitive markets, a strong brand can protect and expand relationships with valued customers. Effective brand building can boost recognition, purchase intent and loyalty to help deliver the business strategy. HawkPartners’ approach includes market research to assess your brand image, collaborative work sessions to define your brand identity, and proven frameworks to develop relevant, distinct and credible positioning strategies. We partner with leading agencies that provide complimentary services such as creative development, copy writing, media placement, and campaign execution.
Brand Realization
A brand is a promise that is delivered throughout a customer’s experience with a company. While communications are important, brands are frequently delivered via critical points of interaction that are key influencers on customer behavior. HawkPartners works with our clients to understand and improve upon these key points of interaction, helping clients realize a compelling and distinct brand strategy by delivering it consistently throughout the customer experience. Our approach includes a focus on employee understanding and behavior, as employees are frequently the most critical drivers of customer perceptions and behavior.
