Advertising services and capabilities of Fletcher-Martin-Ewing

¶ … advertising agencies namely Fletcher-Martin-Ewing (FME) Grey Worldwide and Kilgannon Mc Reynolds.

Agency: Fletcher-Martin-Ewing (FME)

Fletcher-Martin-Ewing - FME functions as an integrated agency from Atlanta, with a wide range of activities on the advertisement and marketing spectrum. They cultivate the appreciation that brands reach their audiences through a lot of channels apart from advertisement in the present era of proliferation of communication channels. The integrated approach of FME assures consistency of message delivery in every area of communication.

Core Competence:

Branding and Advertisement: FME assists the clients in discovering their brand by finding out the contribution they make in the lives of their target audience. This approach is spearheaded by the Account Planners who devote their total time observing and talking with consumers, influencers, customers and personnel. The Planners at FME represent the audience viewpoint right through the strategic planning and creative process. The workforce handling the creative work is focused on creating advertisement messages, which are distinctive, appealing, and above all relevant to the audience. (Atlanta Advertising Agencies: Fletcher Martin Capabilities)

Direct response: - FME is equipped with a diverse range of direct response services comprising mail, broadcast, print, and Internet and database consulting services. The activities include acquisition, stimulation, retention, lead generation and generation of traffic. The direct response initiative is headed by an expert with a 15 years industry experience in creating consumer and business-to-business - B2B direct response campaigns.

Public Relation: - PR initiatives at FME are the fastest within the region with the mission to serve the clients in managing their goodwill, promoting their products and services, managing change and promoting social responsibility.

Internet Marketing: - The group handling FME's Internet marketing gives strategic business planning, planning and development of website and enhancement. The organization is proficient on direct response with banner ads, permission-based communications, e-newsletters and e-publications. (Atlanta Advertising Agencies: Fletcher Martin Capabilities)

Sales Promotion & Sponsorship Marketing: - Among the various service departments, sending retail and B2B results by way of sales promotion and event marketing has been the core competence of FME since the past 20 years. The organizational experience comprises of promotion development and implementation, sponsorship in sporting events, sponsorship tie-ins, launching of new products, setting of new products and promotion of trade events.

Media Planning and Buying: The media strategies within the organization are based on insights of outside-in methodology to planning. Every FME media plan is tailored to the marketing requirements of every individual client, audience and market. The clients continuously deliver save up to 15% of the media budgets lower compared to the industry average. This feasibility in costs is increased by media schedules of enhanced quality with the observance to increased post-buying norms compared to what the industry supports. On the aggregate, slot bookings on TVs deliver between 95% and 105% of achievement as against industry standard of 90% to 110%.

Strategic planning: - Due to the implementation of the patented FME Brand Quest planning process, the company finds insights which not only transforms the communication plan, rather the manner in which the business is performed.

Crisis Management: The Agency has a well equipped crisis management team -- the Message Masters which employs established processes to build a crisis plan which includes all the potential to efficiently manage any nature of important occurrence. The organization has a mechanism known as the 'operating concepts' the plans characterize roles and tasks, recognize resources (Atlanta Advertising Agencies: Fletcher Martin Capabilities) The basic philosophy at FME remains that brands are discovered by the organization rather than creating them. The brands are discovered by delving into the client companies and the cultural influences revolving around them. At FME it is the principle that just knowing the audience is not enough, it is important to discover why they are, what is their dream, their like and dislikes. The insight gives them to create an emotional bond with the audience. The Agency recognizes the role the brand plays in the lives of the audience and identifies means to find a place to fit in. (Atlanta Advertising Agencies: Fletcher Martin Philosophy)

FME has a diversified and impressive list of clients the major ones being Arby- the nation's biggest quick service restaurant chain; Holiday Inn- the famous hotel chain; Incharge Institute of America -- national non-profit organization offering professional services in personal finance education and credit counseling; Precept -- the golf brand of Bridgestone Sports etc. (Atlanta Advertising Agencies: Fletcher Martin Client List) The Agency is headed by Andy Fletcher as President and CEO considered among the industry's leading specialist in marketing strategy development. He has contributed his efforts to major brands including GE, First Data Corporation, Learjet, and Northwest Airlines. (Atlanta Advertising Agencies: Fletcher Martin People) Besides, the other personnel of FME include Tim Stapleton, Chief Creative Officer; Beverly Andersen, Executive Vice President, Strategic Planning; Don Coyle, Executive Vice President, Media Director.

Agency: Grey Worldwide

Overview:-

In the period of uncertainty the agency has adhered to the singular purpose that has been a guiding factor for the company in order to build the brand value of their clients. It has been the constant focus of the agency to understand the needs of the clients, assessing performance through their growth and the success by the trust reposed on the agency by the clients. This lasting power is entrenched in the soul and permeates the vision of the agency making the client relationship long and strong giving a distinctive image for the company. (Grey Global Group's purpose is singular) The Agency has 10,500 employees and operates in 83 nations with revenue earnings of $1,307 million. It has single-mindedly focused on smart solutions which create Brand Values for their clients. Since the early days of its setting up, Grey has been preoccupied with comprehending the causes of consumer behavior, and the Agency has initiated a lot of strategic tools which has become the ruling standard of the industry.

The Agency is devoted to offer the highest standard of business conduct in the inter-relationships and also with the clients, suppliers, shareholders and others. The major areas of concern for the Agency has been advertisement, one-to-one brand communication, healthcare marketing, public relations, online communications, media services, integrated branding and design, sales promotion, youth & entertainment and marketing to Hispanic customers. (Grey Matter™: Left Brain... And Right Brain)

The approaches to the functionalities include (i) Thinking innovatively: performing it differently, standing out from competition and conventional endeavors. (ii) Having a vision: - creating a plan and sticking to it properly. (iii) Communicating in a judicious manner: - minutely selecting the appropriately the right target segments. Communicating to everybody concurrently does not become effective any longer. (iii) Increasing customer loyalty: - providing and promoting values which differentiate and enhance the manner in which we are perceived vis-a-vis the competition. (iv) Making a long-term impact: - Being consistent and maintaining persistence over a long-term period. (v) Developing an identity: - Promoting something totally different and useful in the mind of the target. (vi) Strengthening relationships: Ensuring that sales among the existing customers get the maximum, as also drawing new clients. Listening to feedback: This involves partnering with customers in a collaborating manner; known as customer co-creation. In this approach, products are manufactured with the active participation of the customer in the entire creation process. (Grey's Anatomy: An inside Look at Grey world Wide Atlanta)

Tactics to attract the businesses

Form leads to function, and the one single practice which makes this a fact is customer relationship management - CRM. An illustration would be to realigning an organization and processes to be in co-operation with the customer strategy chosen, and then after to select the technology which is suitable, while deciding on a CRM technology. (Rigby; Reichheld; Dawson, 2003) On a numerous occasions, the potential clients do not have the full knowledge of the range of the products and they don't recall the name of the company although they have a genuine need regardless of all-round endeavors. While applying these tactics it will aid in drawing all the clients the company desires. (i) Starting with client's problems: - Majority of the service professionals concentrates their marketing on their expertise, their approach and the products and services they have to offer. Whereas competence is the important element in performing the work, for the majority of the client's primary concern is getting the problems solved and getting their spoken and unspoken requirements fulfilled. In place of marketing the credentials, the procedures and methodology, it is always better to market the knowledge and the solutions which are being offered. (Use This Marketing Strategy to Attract More Clients)

Marketers have never been more challenged to understand the correct combination of channels. However analyzing the choices would make the challenges less daunting. (Magrath, 2002) Every resource has accessible right from Internet research to the network for recognizing the common problems which the clients encounter. Every opportunity telephone call, every contact has to be used to intensifying the understanding. In place of concentrating on the services and methodology, it is useful to use questions to understand the particular needs of the client. Leading with an identification of the problems of the clients and follow the same with a focus on the solutions provided. Marketing is always regarding making the linkages, particularly between the unfulfilled demands of the client and the solutions provided. (Use This Marketing Strategy to Attract More Clients)

The ideal manner to impress clients is to reveal them that their problems are understandable. In case it is desired to capitalize the credentials, it is better to state regarding the earlier clients and (ii) Targeting the market: - In order to get the right customers, it is imperative that the market is targeted and the specific demands and interests of the clients. Through this segmented targeting it is possible to define the niche market and receive the interest of this group. (iii) Demonstrate value: - It is realized that actions speak louder compared to words. When it is desired that the client will be made aware of the value of the products or services, it is necessary to give them a test ride. These initiatives have to be started with launching of newsletter, workshops and generate awareness regarding the articles found in the websites. (iv) Building the network: The aim is to be aware regarding the people interested in the product and services. Networking is an excellent proposition as people are more inclined to purchase products from the people they are familiar and have confidence. Depending on the business, it is possible to build a network of prospects by way of traditional networking methods or through the website and email. v) Keeping in close contact: - Humans have a short memory. In the majority of the situations it is seen that the target market has forgiven regarding the range of the solutions which is being offered and remains in contact with the target market on a monthly basis or at best quarterly basis. (Use This Marketing Strategy to Attract More Clients)

A considerable amount of effort is applied in finding out new clients. It is known to everybody that the client base will undergo a change. Hence new business is all the time crucial. But at the same time it is also important to keep the existing clients satisfied. Some of the methods are: - (1) Provision of high standards of service: - Although it seems apparent, it is very difficult to perform consistently. (2) Maintenance of database: - This can as simple or complex as desired. It has to be ensured that it fulfills the requirements of the business of the clients. (3) Use of direct mail: - All future sales depend on this .Hence it should be ensured that regular opportunities are made to communicate directly with the past clients, particularly when the service has an extended sales cycle. Hence constant touches have to be made between purchase decisions. (4) Make special offers:-It has to be seen that past clients are encouraged to purchase. Good instances can be package offers, time sensitive transactions, launching of new services, pre-releasing information or products before the existing clients. (5) Executing Special events: - Giving a free or low cost seminar intended to the clients, Calling complementary businesses, local business people or celebrities regarding current matters, using the breakfast meetings, lunch time executive briefings or evening functions. The important point is to add value for the clients, outside of their routine transaction. (6) It is always important to write a note on seasonal occasions like activities, birthdays, business events. In this manner the clients will be able to know that they are being thought of. (7) Promoting the business: - It has to be shown as to what values can be provided. In case an important repot has been written of late, or presented a topic during a conference or issued a press release, or undertaken some research or completed an interesting project it is important that the clients know about it. (9 ways to keep your clients coming back for more)