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.
Multi-Channel Synergy
"With streaming video, online search, email and chat, digital news subscriptions, and the like, your brand's marketing must adapt its messaging for the many "screens" which customers view."
Consumers view content through an expanding mix of both digital and traditional channels (smartphone, tablet and computer displays, tv and movie screens, printed pages, audible). By deploying a marketing channel mix of both an in-bound and out-bound marketing strategy, your brand can gain exposure with targeted messages and relevant call-to-action to maximize ROI.
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.
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.
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.
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.
Loyalty + Referrals
"It is a proven adage that it costs less to keep a customer than to acquire a new one. Moreover, stronger customer relationships bring in more profit and referrals than customers left to languish after their initial purchase."
To stay competitive, your brand must do more to acknowledge its customers, reward them for using your product, care for them when unmet needs arise and retain them by maintaining high levels of satisfaction. Stronger customer relationships result from planned conversations designed to maintain frequent contact with customers, keeping them engaged, cared for and primed for future purchases. Add to that a friendly referral program that makes it easy for your customers to refer your brand to their circle of family, friends and colleagues, and you have a win-win sales funnel that directly impacts both satisfaction and sales.
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."
Satisfaction Snapshots
"When it comes to customer feedback, rapid response to any negative occurrence leads to higher satisfaction, better customer outcomes and increased retention."
Asking customers how they felt about a recent experience with your brand allows you to act on timely feedback and either take immediate action to rectify an issue of dissatisfaction or collect data to use to change inefficient processes. It also defends against reputation-damaging reviews and negative social commentary. Satisfaction Snapshots are quick and efficient and allow brands to stay on top of the pulse of customer experiences.
Customer Retention
“Meaningful customer conversations are key to engagement, which in turn build loyalty, trust, retention, and profitability."
Your brand develops its in-depth understanding of customers by building process around conversations that listen and educate, build rapport and trust and foster loyalty and positive word of mouth. The customer relationship is central to delivering on your brand promise and strongly correlated to higher retention and increased life-time value.
Staff Empowerment
"Your brand's people interact with customers through in store experiences, calls, emails, text, letters, online chat, webinars, blog articles, social media posts, and more. Everyone should be involved in delivering your brand's promise."
Sales is a "people business," even online, and your brand is a reflection of the rapport built and relationship fostered with every customer. Through onboarding and development, your people should be "in the know" of your brand's marketing messaging and goals, overall sales process, style of customer service and your brand's promise to develop meaningful conversations and deliver on-brand experiences.
Let’s have a conversation about retailing different.
About Us
Core Services
Marketing Strategy
Sales Enablement
Creative + Content
Digital + Social
Publicity + Events
Intra-Company
Marketing Approaches
Multi-Channel Synergy
Smart Marketing Tech
Video Engagement
Conversational Sales
Customer Targeting
Loyalty + Referrals
Customer Experience
Satisfaction Snapshots
Customer Retention
Staff Empowerment
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