INSPIRE.. MOTIVE.. GROW..
Since 1995, Innovative Marketing Group has been one of the most influential strategic marketing consulting firms.
Since 1995, Innovative Marketing Group has been one of the most influential strategic marketing consulting firms.
Our team of experienced marketing professionals will work with you to develop a solid business strategy that aligns with your goals and objectives. We'll help you identify opportunities for growth and create a plan to achieve success.
Cash Money Records retained our firm to provide strategic marketing consulting services. They wanted us to develop an integrated marketing program that repositioned their brand as they were preparing for a major restructuring of their entertainment division. One of their business initiatives was to develop a strategic partnership with Popeyes Louisiana Kitchen.
We developed a marketing campaign that leveraged both organizations connection around their Louisiana background and cultural influences!
We intertwined both companies core beliefs that are similar at the grassroot level centered around Popeyes and Cash Money Records value proposition, then how each companies’ storyline of their past to the present has driven their enterprise growth to achieve success in their respective industries.
Resilience, Pride and Passionate.
This is why Popeyes is a leader in the quick service restaurant sector and Cash Money Record is leader in the hip hop music genre regarding sales, worldwide distribution, and number #1 hits.
We knew that Popeyes is known for great food with an authentic News Orleans Flair.
Therefore, we created a campaign titled: “Go Beyond the Food”.
We celebrated the similar characteristics between Popeyes and Cash Money Records:
- New Orleans being known for its cuisine, music, family, and cultural celebration(s)
- Celebrate both companies’ origin and journey from New Orleans to Miami
- Leverage Cash Money Records cultural influence and unparalleled connectivity to the urban community
The result was an integrated, unique partnership that drove innovation and led to more revenues and greater profitability from the curated live events, promotional marketing programs, licensing and merchandising, and other experiences.
Since 1995, Innovative Marketing Group has been one of most influential strategic marketing consulting firm leading this charge. We understand the importance of using various online and offline marketing tools to create innovative marketing campaigns.
We always approach any campaign by asking four fundamental questions:
Our next approach in building an innovative marketing campaign is to segment the creative strategy around:
Infrastructure
a. Will our brand message be reactive, adaptive or balanced to the customer?
Technology
a. How will the campaign be presented and received on a smartphone, tablet, desktop, TV, billboard, radio or experiential experience?
b. Will our customer be able to easily receive and response to the campaign?
Platform
a. How will the campaign be positioned on the Web, TV, and Social Networks/Media, Mobile App or other related content?
b. Will the campaign be synchronized or customized across the various platforms?
Data Intelligence
Advanced analytics that help clients improve operational effectiveness and efficiency through innovative uses of data.
Marketing Strategy
We build a firm foundation based on strategy before proposing a series of tactics aimed at lifting traffic.
Transparency
We believe in being transparent with our clients. Our clients have total access to their campaigns, data, and tracking reports.
Conversion Rate Optimization
Our claim to fame. We squeeze massive profits from otherwise lost visitors.
Proven SEO Consultants
For over a decade we have helped clients dominate organic search by implementing long-term, sustainable SEO strategies.
PPC Management
Our Google AdWords management team will turn your PPC campaign into a huge success. Our campaigns average a X:1 return.
Over the years, Innovative Marketing Group has had the privilege to work for various clients from different industries who have retained our professional services to develop a marketing strategy focused on achieving or maintaining their Best-in-Class status.
The goal is always the same which is to optimize their company’s value proposition.
Our approach is based on four key analyses:
1) Segmentation Analysis
2) Strategic Targeting Analysis
3) Tactical Targeting Analysis
4) Customer Strategy Formulation
We further divide these four analyses into twelve steps that influence the process in which we create a marketing or branding program to achieve Best-in Class status.
Segmentation Analysis
Step 1: Define who are our tentative customer segments
Step 2: Define what are the value drivers for each segment
Step 3: Define the needs of each segment
Step 4: Validate the tentative segmentation
Strategic Target Analysis
Step 5: Assess each segment’s attractiveness or market growth opportunity
Step 6: Identify the key competitors
Step 7: Assess segment compatibility
Step 8: Identify what are the strategically optimal segment
Tactical Target Analysis
Step 9: Define the profile of the target segment
Step 10: Assess the tactical viability of this segment
Customer Strategy
Step 11: Commit to targeting a particular segment
Step 12: Develop a value proposition and positioning statement
Once a marketing program has been developed and implemented. The measurement for success is determined by new market growth, brand recognition, and specific product or service differentiators’ most valued by their customers.
Client Profile: Marriott International retained our firm to provide strategic marketing consulting services. They wanted us to develop an integrated marketing program that repositioned their brand as they were preparing for a major new market expansion and renovation of their existing properties. The objective was to change their perceived value as a mid-tier hotelier to a diverse, vibrant hotelier who can service the needs of any traveler—business or leisure. The challenge was how do we increase the company’s value proposition and differentiate itself in a very competitive industry?
We created a campaign titled “The Marriott Way”, which focused on its rich history, their investment to offer their brand into more markets, their commitment to quality appointments and details to every property, and their commitment to excellent customer service from every staff member. As our client was rolling out their new campaign, it was apparent that our success would be achieved only if we clearly understood the profile of our target audience.
The strategy was to segment our marketing analytics into three distinct steps:
1. Use a balanced assortment of analytic techniques
Reporting on the past. We reviewed past internal marketing analytic reports, to answer our initial questions: Which previous campaign elements generated the most revenue? How did email campaign A perform against direct mail campaign B? How many leads did we generate from blog post C versus social media campaign D?
Analyzing the present. We developed new marketing analytics around our client’s profile focusing on Redundancy, Frequency, and Monetary model.
The key questions were:
I) How are our customers engaging with us?
II) Which channels do our most profitable customers prefer?
III) Who is talking about our brand on social media sites, and what are they saying?
Predicting and/or influencing the future
We segmented the data under two categories: Quantitative and Qualitative Market Research.
These questions and segmentation delivered data-driven predictions that we used to influence sales and future campaigns. Additionally, we were able to develop another subset questions: How can Marriott turn short-term wins into loyalty and ongoing engagement? How will rolling out special sales promotions improve under-performing regions? Which cities should Marriott be targeting next in their current portfolio?
2. Assess our analytic capabilities, and fill in the gaps
Once we collected this data. We captured additional information from other sources such as: online and POS transactions, unstructured information from social media sources and call-center logs. These sources served as a gold mine, because this information provides additional insight on how our targeted clients were engaged and driving profitability.
3. Act on what you learn
To ensure that the marketing campaign continued its success. we reviewed the reports to:
a. Identify any channel deficiencies
b. Adjust our marketing strategies and tactics as needed
c. Optimize the process
Result: “The Marriott Way” was an integrated, holistic campaign with in-depth marketing analytics that led to better sales lead nurturing and customer service management, which led to more revenues and greater profitability.
The world of sports and entertainment is full of infinite possibilities and opportunities. But for brands looking to standout, make their mark and stay ahead of the competition, they engage the professional services of Innovative Marketing Group.
Our strategic consultative services align insights with brand activations, creativity with metrics, complex marketing activities and programs with measurable deliverables.
When a company is looking for professional insight across the sports landscape, they engage Innovative Marketing Group. It is our strategic approach, level of expertise, influence & access, and our track record of delivering innovative programs and results for our clients.
The sports landscape is vast and can be complex to navigate. Our team of professionals understand how to develop a comprehensive strategic marketing plan that integrates sales management, marketing communications, data analytics, creative design, and digital media services, that will position our client’s brand as an industry leader or innovator.
For sports teams and properties, no one is better equipped than Innovative Marketing Group to deliver success through consultative sales, compelling brand strategies and innovative solutions.
Our consultants have worked with some of the best-known brands to connect with prestigious sponsorship opportunities around the world. Our clients have relied on our expertise and experience to provide comprehensive consulting services in the field of:
- Sports marketing strategy and execution
- Motorsports consulting and activation
- Property/media acquisition, distribution
and management
- Creative design services and
conceptual development
- Integrated program modeling
- Multi-channel activation and
promotional fulfillment
- Market research studies
- Sponsorship evaluations/ROI analytics
For three decades, Innovative Marketing Group has created transformative experiences centered around sports, music, and art events all over the world. These events serve as brand destinations and cultural attractions capturing the special moment.
Our strategic approach marries innovation and creativity to deliver meaningful experiences that touch the mind and heart; and emotionally engages our target audience.
Innovative Marketing Group is a premier global sports marketing firm.
Social media is a powerful tool for building brand awareness and engaging with your target audience. Our social media consultants will help you create content and develop social media campaigns that drive engagement and conversions.
Influencer marketing can be a powerful way to reach new audiences and build brand credibility.
Influencer marketing has evolved from a niche tactic into a powerhouse driving the majority of global ad spend.
The days of relying on celebrity endorsements to push products are behind us. Today, smaller, niche influencers are leading the charge, delivering more authentic, engaged connections with their audiences.
Our team will help you identify the right influencers for your brand and develop campaigns that drive results.
We serve as curators, champions, connectors, and disputors that can elevate brands, companies, athletes, and artists to a global audience.
303 Peachtree Road Northeast, Atlanta, GA 30308, USA
Main Office Number: +1.404.583.4041
Open today | 09:00 am – 05:00 pm |
