Marketing Approaches

conversation + call to action + engagement + smart tech = real results

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.

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Customer Targeting

“The battle between mass and niche marketing has been settled, mass communication has moved to personalized conversations targeted to smaller clusters of customers, even as small as one on one."

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.

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Smart Marketing Technologies

“Embracing the power of mobile devices places your brand's conversation and convenience in the hand of its audience." 

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.

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Video Engagement

"Video is second most personal form of marketing, compared to in person sales, because of its ability to convey and elicit emotional response that build your brand's affinity."

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.

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Conversational Sales

"Customers have access more information than ever before, empowering them with knowledge about what, why, when and where they buy, Conversational selling is the next step to attracting next-generation customers."

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. 

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Customer Experience

"From social posts and online review to online chat and blog comments, consumers have more influence than ever over brands and their sales process."

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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Let’s start a conversation about retailing different...

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@ The Austin Street Studio
71-34 Austin Street, Floor 2
Forest Hills, New York City 11375
646.867.2520
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