Q&A 2013 Agency Overview: Clients, Capabilities & Creative

Branding
Advertising
Web Design
Internet Marketing
Quenzel & Associates, Inc.
Clients, Capabilities & Creative

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Our clients get more customers.
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Copyright © 2013 Quenzel & Associates, Inc.
239.226.0040 | Quenzel.com

Fort Myers | Jacksonville

Agenda

Agency Clients:
ü  Consumer Markets: Retail, Goods & Services, Travel,
ü  Medical & Healthcare.
ü  Business & Professional Services: B2B & B2C.
ü  Home Services & Real Estate.
Agency Services:
ü  Brand Strategy: Research, Positioning, Messaging & Customer Growth.
ü  Advertising: TV, Radio, Print & Outdoor.
ü  Web Design: Optimized for Visitors, Search Engines & Site Managers.
ü  Internet Marketing:
Q&A Marketing Metrics:
ü  Multi-Channel Results Tracking.
ü  Last-Touch vs. Initial Driver Tracking.
ü  Daily Tracking, Weekly Analysis & Monthly Reporting.
Quenzel.com 239.226.0040

Agency
Clients

Consumer Marketing

Medical & Professional Services

Home Owner Services & Real Estate


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Services

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239.226.0040
•Use AXP identity logo as shown
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•Change to Global Network “Services”

The Signature

demanding travel schedules.
Service Promise
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®
Agency Clients: Key Markets

Consistent, exceptional service. Line support

comfortable, well-furnished facilities. Customer

market. And our Signature QuickTurn service for
Land at any FBO in our growing worldwide network

that’s expert, safe and ready on the ramp. Clean,

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service representatives who go the extra mile for your

Commercial Insurance

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© 2012 Signature Flight Support Corporation
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Travel, Retail, Leisure, Medical, Professional, B2B & Home Services.

Agency
Services

Business & Brand Strategy

Customer Marketing Programs

R.O.I. Tracking, Measurement & Analysis


Agency Services: Overview
Brand Strategy. Marketing Programs. ROI Analysis.

Growing the Customer Base: Strategic Alignment.
Core Customer Focus. Customer Value Proposition. Competitive Positioning.

Attract & Acquire Satisfy & Service Retain & Engage
New Customers. Current Customers Loyal Customers
(Audience, Offer & Message) (Customer Experience) (Recognize & Reward)

Measure, Analyze & Improve.
7

Agency Services: Brand Strategy
Q&A Voice of the Customer Research℠: Unique Customer Insights.

High-Value Target: Needs, Motivations, Buyer Values, Decision-Making & Behaviors.

Awareness > Understanding > Preference > Trust > Advocate
E
N
V Satisfied
I
Client’s Brand
R Relative Value of Core Competitive Brands
Consideration
O Features & Services Set
N Value Propositions
Which Brands Decision
M Added-Value of Important Differences Get Considered
E Enhanced Benefits for Purchase?
Purchase Risks.
N
T Unique Tie-Breakers.

Rejected Brand Set
Dissatisfied


Positioning & Messaging: Perception Drives Belief. Belief Drives Behavior.

Core Customers’ Belief Core Customers’ Belief
Choice Leads to Desired Choice Leads to Desired
Functional Outcome. Functional Benefits Emotional Benefits Emotional outcomes.
the Brand Delivers the Brand Delivers

Q: Which Brand
Message Resonates
Best with Your Core
Target Customer?

Core Customers’ Belief Social Acceptance Self-Beliefs Core Customers’ Belief
Choice Considered Brand Delivers Brand Delivers Choice Considered
Correct by Others.
Correct by Self.


Customer Growth Plan: To Build Your Business, Build Your Brand’s
Reputation.

Brand Brand Brand Brand Brand Brand
Awareness Traits Differences Relevance Satisfaction Esteem

Aided & What’s What’s Does It Delivered as Relative
Unaided Recalled? Unique? Matter? Promised? Rank?

Do I Know You? Do I Understand You? Does It Matter to Me? Can I Trust You?


Agency Services: TV Advertising
Customer Acquisition Marketing: Mind-Share Precedes Market-Share.

Travel & Leisure Industry Medical & Professional Services

Consumer Goods & Services Home Services & Real Estate


Agency Services: Print Advertising
Customer Acquisition Marketing: Mind-Share Precedes Market-Share.




Agency Services: Web Design
Conversion Marketing: Optimized for Prospects, Search Engines & Clients.



Agency Services: Internet Marketing
Acquisition & Conversion: SEO, PPC Social Media, eMail, Online Video.

Search Engine Optimization Social Media Marketing

eMail Marketing Online Video Marketing


Agency Services: Customer Acquisition
Integrated New Customer Acquisition Marketing.

Frequent, highly-visible, relevant advertising can influence people's perceptions & favorably
build confidence & trust in a brand. Ultimately, this shapes consumer behavior.

S.E.O.
Content
P.P.C.

Bing/Yahoo Google
Local SEO

TV & Print
Web Design
Online
Advertising
Advertising

Customer
eMail
Marketing
Direct
Brand
Internet
Marketing

Word of Mouth
Social
Q&A
Sites
Dialogue
Brand Shareable
Advocates Content


Agency Services: Customer Loyalty
Recognition, Rewards & Retention: Customer Management.

Loyalty Partners
ü  Reduce Costs of Rewarding.
Loyalty Messaging
ü  Increase Rewards Appeal.
ü  Targeted Communications
New
ü  Relevant Offers
Partners
Role
Rewarding Behaviors
Segmentation
ü  Yield: Increase Average Sale.
ü  Low & Medium Value ü  Increase Share-of-Wallet.
Communicating
ü  High-Value Customers
Loyalty Reward
Frequent
Recognizing & Rewarding
Maximizing Value
Customer Base
ü  Incremental Sales Volume.
ü  Manage as an Asset ü  Minimize Dilution.
ü  Increase Asset Value Structural Model: Base & Tiers

Economic of Customer Retention
Rejecters Lapsed
Customer Management & Strategic Role of Loyalty


Agency Services: R.O.I. Tracking
Multi-Channel Results Tracking: Last-Touch vs. Initial Driver Tracking.

1 ONLINE RESPONDER. BUYS ADVERTISED OFFER.
3 OFFLINE RESPONDER. BUYS ADVERTISED OFFER.

1. Online Ads - Direct "click" to client's website. Buys advertised offer. 1. Calls - Advertised 800#. Buys advertised offer.
2. Ofﬂine Ads - Notes URL. Types in directly. Buys offer.
3. On/Off - Searches (Google, Yahoo, MSN) finds website in 2. Visits – Web site. Calls website 800#. Buys advertised offer.
Search Engine. Clicks" to client's website. Buys offer. 3. Calls - Client's main #. Buys advertised offer.
4. On/Off - Searches (Google, Yahoo, MSN). Finds website in 4. Goes - To client's store/office. Buys advertised offer.
Sponsored Advertising section (PPC). Clicks" to website. Buys offer.
5. Calls - "Distributor". Buys advertised offer.
5. Searches - (Google, Yahoo, MSN), finds & visits another company's
website. Finds client's link. Clicks to website. Buys advertised offer. 6. Goes - To "distributor's" store/office. Buys advertised offer.

2 ONLINE RESPONDER. BUYS ANOTHER OFFERING.
4 OFFLINE RESPONDER. BUYS ANOTHER OFFERING.

1. Online Ads - Direct "click" to client's website. Buys a different offer. 1. Calls - Advertised 800#. Buys a different offer.
2. Ofﬂine Ads – Notes URL. Types in directly. Buys different offer.
3. On/Off - Searches (Google, Yahoo, MSN) finds website in Search 2. Visits – Web site. Calls website 800#. Buys a different offer.
Engine. Clicks to client's website. Buys a different offer. 3. Calls - Client's main #. Buys a different offer.
4. On/Off – Searches Online. Finds website in Sponsored Advertising
4. Goes - To client's store/office. Buys a different offer.
section (PPC) & "clicks" to client's website. Buys a different offer.
5. Searches - (Google, Yahoo, MSN), finds & visits another company's 5. Calls - "Distributor". Buys a different offer.
website. Finds client's link. Clicks to client's website. Buys a different offer. 6. Goes - To "distributor's" store/office. Buys a different offer.


Agency Services: R.O.I. Tracking*
Key Marketing & Business Metrics. Sales-Funnel Ratios.

Impressions by Day/Month:
Lifetime Value Analysis:
ü  Media Impressions. ü  Customer Lifetime Value.
ü  Offline Impressions. ü  Allowable Cost Per Customer.
Leads by Day/Month:
ü  Allowable Cost Per Prospect.
ü  Web Traffic by Day/Month. ü  Allowable Cost Per Lead.
ü  Phone Inquiries by Day/Month. Ad Spending by Day/Month:
Prospects by Day/Month:
ü  Online Budget.
ü  Store Traffic by Day/Month. ü  Offline Budget (Mass Media)
ü  RFPs/RFQs by Day/Month. Key Ratios:
ü  Spending to Impressions.
Sales by Day/Month:
ü  Impressions to Leads.
ü  Unit Sales Day/Month. ü  Leads to Prospects.
ü  Sales Revenue by Day/Month. ü  Prospects to Unit Sales.
* Note: All metrics on this page are for example only. Quenzel & Associates’ Brand Strategy
Team works with each client to identify critical success metrics for each client. The Q&A Brand
ü  Unit Sales to Total Revenue.
Strategy Team then tailors a specific Q&A Marketing Metrics℠ package for each client
detailing daily tracking, weekly analysis and monthly reporting processes and procedures.


Agency Services: Summary
Effective, Efficient & Accountable: Our Clients Get More Customers.

Strategic Marketing Services Tactical Marketing Services

Q&A Strategic Marketing Audit℠ Advertising: Creative & Media
Voice of the Customer Research: Full-Service Creative Development:
•  Unique Insights into Core Customers’ Beliefs & Perceptions •  TV, Radio, Print, Outdoor, Direct Mail, Collateral.
V.O.C Competitive Analysis: Full-Service Media Planning, Buying & Execution:
•  Customers’ Competitive Perceptions & Preferences •  Planning, Buying, Trafficking, Verification & Payments.

Q&A Strategic Marketing Plan℠ Online: Web Design & Marketing.
Full-Service Web Design:
Brand Plan to Create Competitive Advantage: •  Optimized: Easy to Find. Easy to Navigate. Easy to Purchase.
•  Brand Traits, Essence, Promise & Positioning. Full-Service Internet Marketing:
Customer Plan to Deliver Desired Business Results: •  SEO, PPC, eMail, Blogging, Online Video, Social Media.
•  Acquire, Satisfy, Cross-Sell & Retain Customers.

Q&A Strategic Communications℠
Metrics Tracking & ROI Services

Brand Messaging Architecture:
•  Important Benefit. Competitively Unique. Memorable. Q&A Marketing Metrics℠
Brand Graphic Identity:
•  Desired Brand Position Reflected in Look & Feel. Monthly Results Tracking & Review Plan:
•  How We Measure, What’s Working & Identify Next Steps.


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Q&A 2013 Agency Overview: Clients, Capabilities & Creative

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