Client: Private Small Business
Service Category: Brand Marketing
Leadership Logistics was enlisted by a private small-town business to formulate a game plan to market, promote, and enhance the business’ brand. For many years, the client was the only business of its sector in its community – marketing wasn’t required because there was no competition. However, as the community began growing, it opened doors for competition. After cornering the market for years, LL’s client faced a challenge it never had before in the form of a direct competitor with a new facility. The client’s financial survival was suddenly jeopardized.
LL’s first step was to investigate the competition. What does their business model look like? What about their facility and pricing structure? How does it compare to the client’s facility and pricing structure?
What are the client’s weak links and how can they be strengthened? How can we make the client both different and better at the same time?
LL felt strongly about hitting success in stride. There was no margin for error and no opportunity to swing and miss. LL constructed a four-pronged game plan: first, pinpoint three target groups within the community to gear the marketing plan toward. Second, ensure that these groups have multiple channels of passing and sharing information received. Third, ensure that the client’s product is high quality and priced fairly. Finally, it is essential to create a unique marketing tool to drive attendance, while providing a loyalty rewards program for the customers.
Ultimately, we strived to orchestrate relationships between our client and its customers. A relationship has to be built and maintained – it is not a one-time encounter. LL feels strongly that if customers are expected to be loyal, then first and foremost, the client must be loyal to the customers.
