documentnu
Post on 15-Nov-2014
869 Views
Preview:
DESCRIPTION
TRANSCRIPT
Thanks for taking a few minutes to peel back the pages of our book. This
book was written specifically with you in mind. No, really. It was. We
used an online, on-demand printing service that gives us the ability to
customize this book everytime we have the need. Though, as you will
see, there are some limits to the degree of customization we’ve applied.
Like you won’t find your name in here unless your name happens to be
Gordon Law. What you will find are ideas. Ideas we’ve developed into
business solutions for other companies like yours. Ideas that can lead to
strategies and communications that will help you intersect your business
goals with your customers’ needs and expectations. Ideas are what
we’re all about. It’s why we promise nu ideas served fresh daily.
1
Sacred cows make great steaks. Sacrilicious!
3
Why the sacred cow must die. Shifting client priorities, fragmented
demographics and media-weary consumers have turned the advertising
world on its ear, and the sad fact is, clients are getting the short end of
the stick. Big time. They're pouring precious media
dollars into outmoded messaging and media. The
sacred cows of advertising's past are no longer
viable in today's complex marketplace of lightning
fast communications and information overload.
That's where Numantra comes in. The lean, mean wholly integrated
advertising agency of the future, Numantra was built from the ground
up to address today's new marketing realities with communications
that maximize your resources with a proven approach to reaching
today's customers.
4
Dave Evans Susan Taylor Gordon Law
Different for a reason. At Numantra, we do things a little differently. For
example, we don’t call ourselves an ad agency. We call ourselves a
marketing braintrust. Partly because we have some great brains in the
shop. Our founders, Dave, Susan, Gordon, Tony, Charlotte and Mike each
have spent decades working for some of the largest ad agencies in the
world. It was experience that was invaluable, ultimately, because it
taught us that we just can’t keep following years of tradition if we want
to have an impact in today’s marketplace. So we got together for a lot of
serendipitous reasons and formed Numantra. Ka-boom! The forever-
new marketing braintrust that maximizes client resources with fresh
insights, accountable solutions and kick-ass results was born.
5
Mike Heronime
And since its inception, Numantra has been meeting its clients’ marketing
challenges through a host of integrated services that include strategic,
creative, research, media, interactive, production and technology services.
All of these services are geared towards one thing — your customer.
Because the most obvious reality in today‘s marketplace is that the
customer is in control. With this in mind, Numantra helps business leaders
intersect their business goals and objectives with their customers’ needs
and expectations. Our creative and strategic services are designed to lead
businesses in the fine art of leveraging digital media that will
build powerful relationships between their brands and their users.
That’s the reason we’re different.
Charlotte AmmermanTony Ammerman
BRAND/CUSTOMER INTERSECTIONS Today’s mediascape is one that is
constantly fragmenting. With more consumers customizing their own
mediascape with an ever-growing array of communication devices and
channels, mass media is quickly giving way to micro media. This change
in the mediascape actually provides advertisers with more targeted
opportunities for their messages. The key to effectively navigating this
mediascape resides in the quality of intelligence acquired about the
customer. Mapping media with valuable insights into customer behavior,
our innovative evaluation of media properties and consumers highlights
the most effective ways to bring the right messages to the right
customers when they are most likely to respond.
Is your customer simply on the go, or perhaps going away?
7
S T R A T E G I C S E R V I C E S
BRAND WORKSHOP We help companies discover the essence of their
brand and strategically define the basis for all of their brand’s
communications. Our Brand Workshop process starts with Brand
Worksheets that survey brand stakeholders for their critical insights.
Then our team leads an interactive, in-person Brand Workshop that
includes a select group of brand stakeholders who work together through
the essential elements that make up the essence of a brand. Finally,
our team concludes the process by defining the Strategic Concept
for the brand through a series of collaborative meetings with the brand’s
primary stakeholder.
How would you define the “soul” of your brand?
9
S T R A T E G I C S E R V I C E S
NUMEDIA STRATEGY Business gets conducted where the customers are.
With a wealth of time saving services, readily searchable information and
customizable data, today’s customers are making themselves perfectly
comfortable across the cushy plains of the digital mediascape. At
Numantra, our strategic experts conduct an in depth study of a company’s
business practices, as well as its goals and objectives, and layer it over a
comprehensive digital mediascape that includes website, microsite, online
advertising, viral marketing, email marketing, search engine marketing,
database marketing and other case-specific digital media to determine
the best strategic applications suited to creating highly effective
intersections with your customers.
What is your company’s marketing strategy built on?
11
S T R A T E G I C S E R V I C E S
IDEA TRAINING WORKSHOP Today’s business is built on the strength of
ideas — ideas that define products and services and the communications
used to market them. Ideas are living things that are born. They grow.
And reproduce. They adapt and respond — depending on the people that
rub up against them. Ideas are born into a cold, hard world with very
limited chances for survival. If we want our ideas to survive, there are
some very specific steps we must take to help them on their way.
Through our Idea Training Workshop, you and your team will learn about
the powerful nature of ideas, their source and their value. Activities and
exercises teach specific techniques for generating, improving, producing,
and selling ideas. Increase productivity, collaboration, creativity and
problem solving skills in your organization or team.
Where does your company get its best thinking?
13
S T R A T E G I C S E R V I C E S
PERPETUAL RAPPORT In today’s “conversation economy,” one-way
communication with customers is a sure-fire path to extinction. Through
a comprehensive evaluation of your business goals and objectives and
your customers’ needs and expectations, we develop an actionable, two-
way conversation strategy that produces something we call “Perpetual
Rapport.” With Perpetual Rapport, each new communication with a cus-
tomer is affected by the last one — growing and guiding the relationship
with the customer and creating lasting bonds along the way.
Are you dancing with your customers — or at them?
15
S T R A T E G I C S E R V I C E S
INSIDER TRAINING The days of consumers living comfortably within a
small media space carefully defined by three networks is long gone.
Today, consumers create their own media space. They invite their friends,
family and associates to join them in that space. These customized media
spaces often result in the creation of unique cultures, languages, and
customs. Companies that stay connected to their customers today get
close enough to their customers to get an invitation. Using our 4-D
Audience Evaluation & Profiling methodology up front, Insider Training
brings valuable consumer insights to this pan-discipline workshop, mining
intelligence from within your company to produce strategies that turn
your brand from an outsider into an insider.
Have you received your invite into your customer’s inner circle?
17
S T R A T E G I C S E R V I C E S
4-D AUDIENCE EVALUATION & PROFILING We utilize industry standard
research resources coupled with our own proprietary methodology to
produce a four-dimensional illustration of each of your key audience
segments utilizing the following four criteria:
Demographic: who they are as defined by traditional demographic
metrics like location, age, income, etc.
Psychographic: who they are defined by their attitudes and
opinions as they specifically relate to the client’s product, service,
category, competition or brand space
Behavioral: who they are based on their activities, actions,
reactions and responses
Communal: who they are based on the groups, associations and
communities with whom they mingle
What do you really know about the people you’re trying to reach?
19
S T R A T E G I C S E R V I C E S
•
•
•
•
SOCIAL NETWORK PLANNING Your best customers are congregating
online. Whether they are user group members, fans, consumer advocates,
or enthusiasts, we evaluate the dozens of online social networks
(MySpace, YouTube, Facebook, etc.) to determine where their numbers
are the highest. Then we develop an Engagement Plan for your brand,
product or service that will intersect with your customers in their
social network.
Are you ready to make friends with your customers?
21
S T R A T E G I C S E R V I C E S
WEBSITE ARCHITECTURE ASSESSMENT Structuring a website for optimal
usability, functionality and efficiency is combined with the strategic
organization of content, messaging, and interactivity. We create website
architecture that aligns your business goals and objectives with your
users’ interests and needs and establishes a priority and hierarchy for your
digital communications to follow. Our Website Architecture Assessment
is a collaborative effort involving input and feedback between our client
and strategic planning experts. The Website Architecture Assessment
produces a workable site architecture and relevant wireframes in the form
of schematic renderings that will be used as the foundational structure for
the website’s development.
How will you support all of your needs and your customers’ needs?
23
S T R A T E G I C S E R V I C E S
WEB 2.0 WORKSHOP Your customers are looking at your company and
your brand through a different set of eyes. Today, their vision is shaped
by their experience with the Googles, Amazons, and YouTubes of the
world. Websites that have not been optimized with searchable,
interactive, personalized features and capabilities (Web 2.0) are in danger
of becoming irrelevant to their intended audiences. Our Web 2.0
Workshop will show you how to strategically identify specific tactics that
meet your online business and communication objectives while they
allow your users to more effectively search your site, add content and
comments, subscribe to your content and in general, interact with the
information that you have.
How will your brand be perceived online?
25
S T R A T E G I C S E R V I C E S
USER EXPERIENCE SCORECARDS & WEBSITE EVALUATION Websites
organized by business units instead of customer goals — one of the most
common mistakes companies make with their websites. And in today’s
consumer-controlled marketplace, it’s a fatal error. But it’s just one factor
we consider when evaluating your website. Over 100 different factors are
reviewed and researched to provide a comprehensive evaluation of your
website’s strengths and weaknesses. Our systematic approach to
evaluating the usability and effectiveness of websites and their ability to
meet the goals of their online strategy employs proven criteria and
methodology from industry leading sources to create a thorough and
comprehensive evaluation.
Are you meeting a customer need or a corporate mandate?
27
S T R A T E G I C S E R V I C E S
SEARCH ENGINE OPTIMIZATION & MARKETING In the void created by
consumers abandoning traditional advertising channels, comes the search
engine — digital power tools designed to help consumers acquire
whatever they crave. The fuel driving these search engines are known as
keywords — search terms that help a customer successfully navigate the
depths of the Internet. Our analytical approach to determining the most
effective keywords for your online communications combines insights
gained through your website, your partners’ websites, and your
competitors’ websites. Depending on your needs, we will also optimize
your website for search engines and even launch a search engine
marketing program based on our keyword findings.
What do you say to those customers who are still looking?
29
S T R A T E G I C S E R V I C E S
This visual concept for Planning Professionals, a meeting and conference planning company, helped deliver the message that “Doing it all is all that we do.”
With consumers actively building barriers to advertising through DVRs
and do-not-mail lists, the need for breakthrough creative has never been
greater. To be effective in today’s media saturated marketplace, advertis-
ers have to do more than simply communicate, they have to get noticed,
remembered, and talked about. That’s what Numantra creative is about.
31
C R E A T I V E S E R V I C E S
We created a fictional news team as a metaphor for McAfee’s 24/7 coverage of their customers’ networks. This video series ran in rich media ads online and on McAfee’s e-commerce web site.
For Neiman Marcus, we developed a series of eye-catching posters to help promote their sales incentive rewards program.
32
C R E A T I V E S E R V I C E S
We put a garage door in an empty field to suggest to home builders that Overhead Door garage doors are more than functional. They’re beautiful enough to design a home around.
Animated rabbits helped to highlight a point about the compounding rate of rewards available to McAfee Marketing Partners.
This website worked in conjunction with video-on-demand content on Comcast’s cable network to help sign up drivers to attend an exclusive preview of the 2007 Chevy Tahoe.
33
C R E A T I V E S E R V I C E S
We introduced Austin, Texas to the latest offerings of high-rise living via smart, virtual tours on the website for The Austonian.
To help re-establish Network General’s flagship brand, Sniffer, we unleashed a playful yellow lab on email boxes, websites, and trade magazines all around the world.
34
C R E A T I V E S E R V I C E S
We helped eyecare professionals find their nearest distributor so they could participate to win a “Big Fat Greek HOYA Getaway.”
Our design for the all new Aaron Brothers website sets the stage for their launch of e-commerce.
“Brilliance” is what we call an email campaign for Horizon Homes that helps turn home shoppers into home buyers.
A day in the life of United Regional helped launch their new positioning campaign.
We created a wisened old cowboy to impart words of wisdom to picnickers in this speculative campaign for a chain of barbecue restaurants.
36
Get to know us better. Thanks for taking a few minutes to learn more
about Numantra. As a result, perhaps you’ve identified with our philo-
sophical approach. Or recognized a category of business that’s similar to
your own. Maybe one of our services lines up particularly well with one
of your needs. In any case, we’re fairly certain a face-to-face meeting or
even a phone call could prove to be a positive step in the right direction.
Maybe you’re not ready for that level of commitment, in which case, we
suggest you pay our website or MySpace page a visit. You might even
want to sign up for our monthly email, subscribe to our blog or even our
podcast, just to stay in touch. Here are a few links that might help.
Call Gordon Law at 214.635.2227 or email Gordon at glaw@numantra.comVisit our website and check out our podcast at numantra.comVisit our MySpace page at myspace.com/numantrabraintrustCheck out our blog at blog.myspace.com/numantrabraintrust
top related