The New York Group uses an integrated approach to craft complete communications for our clients, all done in-house, with the cooperative ambition of our creative pros and marketing strategists, providing a one-stop shop for accurate and efficient execution.
Every organization has a range of products and services to meet the needs of its target audiences. While some brand messaging encompasses all products and services, our approach tailors conversations to appeal to audiences driven by a specific persona, a profile which includes: demo/psychographics, needs/wants, price:value ratio, manners of consumption, convenience requirements and more.
Competitive markets require specialized tools to appeal to prospects and customers across their lifecycle. Organizations must embrace the communications power and speed of delivery that marketing technologies provide, such as chats and bots, mobile apps, online advertising, marketing automation, social media selling, paid and organic search, content creation, e-commerce, cloud collaboration, online conferencing, project management and more. For technology to be an effective, it must be humanized and relatable with interactions of immediacy, simplicity and convenience.
Streaming video's immersive motion and sound engages prospects and customers alike with your brand and its compelling story. Embracing video as a key marketing tool builds trust through educating, boosts lead conversions and sales, offers great ROI, broadens SEO reach (Google loves videos), motivates less engaged customers, and encourages social sharing. Furthermore, it is key to smartphone interactions, with video content more likely to garner attention compared to other mediums. Short form videos (under 10 minutes) are effectively used on web sites, in emails and in store to create excitement, to educate and to share content in support of your brand, products and services, promotional messaging, and even part of your sales process. More recently, marketers are embracing long form videos (10 minutes or longer) to tell stories that relate to the brand, that go behind the scenes, to the extent of even developing fictional multi-episode binge-worthy content.
Your brand can differentiate from the competition by incorporating conversations into your sales process, involving listening to the customer, identifying their persona profile (demo/psychographics, needs/wants, price:value ratio, manners of consumption, convenience requirements, etc.), matching them to the right products and services, taking advantage of all cross-selling opportunities, and growing the relationship to maximize lifetime value. By deconstructing one-way content and building it into two-way conversations, your brand can present interesting and captivating experiences for customers that blow away the competition.
Your brand must plan and deliver more personal and approachable experiences for customers at every interaction, including in-store and on-line, over the phone or online chat, in written form of direct mail and e-mail, even visual form through display advertising, online photos and video. For brands, retailers and online storefronts, every touchpoint should be considered "a customer experience."
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