|
|
Essentially, we'll do whatever it takes to help you launch your successful European brand here in the US. From strategic planning and tactical execution to finding packaging vendors and product fulfillment and distribution vendors, we'll help establish your US presence. If needed, we'll help you find office space and anything else that makes your landing in the US markets feasible.
Our first objective together is typically is to provide a detailed framework and plan which will allow your company to successfully launch your products into the U.S. Market. Our launch plan addresses the following details:
- Providing clarity on your US market opportunity.
- Market research: competition, market value and volume, key competitor's pricing and promotion strategy.
- SWOT analysis of the main competitive products in the US.
- General market trends and outlook for the future.
- Information about FDA registration (AHSt. New York).
This analysis will provide the market foundation required to position your product differences and its superior value in a clear, concise and memorable way in the US market.
- Initiation of relationship with key distributors and brokers in your special industry.
We help you find and initiate relationships with distributors and brokers, including:
- Identifying the appropriate and capable brokers and distributors for your industry.
- Making the phone calls and introducing your products to them.
- Building a network with relevant business partners and setting up meetings for you.
- Prepare your brand for US consumers, distributors and brokers.
This typically requires a US positioning for your brand and designing the packaging and sales collateral that differentiates your product.
- First, this professionally positions your product to key distribution and brokers that sell into mass market retailers in the US.
- Secondly, once your product has distribution and brokerage contracts, it will be the same packaging mock ups and sales collateral that they use to sell-into the US retailers.
- Prepare your Brand for US Tradeshows
We'll help select the tradeshow that your target distributors and brokers will be attending. Create the tradeshow booth and in-booth-experience that highlights the superior value your brand brings to the US markets. Please have a look at our tradeshow experience.
- Launch with Powerful Public Relations
We'll implement a multi-pronged public relations program. This includes the planning of a PR program such that it is ready to launch as the distribution channel is being established.
- The writing and translating of the PR Press Kit for US.
- Creating a "digital press kit" version of materials.
- Establishing the target press database.
- Developing the US launch press release announcements and identifying the topic strategy for the 2-3 follow up releases.
- Develop our Internet PR strategy and tactical executions via blogs and communities.
- US Marketing Communications
Once distribution channels are established, we will work with you to initiate all other aspects of US marketing programs including:
 |
|
|
|
 |
|
Discover, create or develop the difference that delivers the superior offer that the target customer will value most. Confirm that this differentiation strategy is sustainable by the brand over a profitable period of time. Then dream up the obviously unique idea to launch this brand’s superior value proposition into the market in an engaging, enticing and memorable way.
|
|
|
|
Once the brand strategy is set, we devise a detailed brand launch plan to establish specific timelines, communication channels and mediums, budgets and actionable logistics.
|
|
|
|
Craft the one title that, when uttered verbally, differentiates and positions the offer of superior value.
|
|
|
|
Seeding the idea inside your target customer's mind that makes the offer unique and valued [ideally valued most].
|
|
|
|
To determine where a brand "starts and stops" is often easier to identify than it is to practice. We determine how to expand our client’s brand equity into a new product or service that is related to an existing brand, but that offers a different benefit and/or is attractive to a new market segment and demographic.
|
|
|
|
The crafting and packaging of key outward communiqué statements that deliver the brand's position in the most clear, concise and memorable manner possible.
Our client's brand messaging assets often include:
Brand Byline
The line that captures the business you’re in, your difference, and why your market should care about your value. It provides the foundation of your communications by which all marketing programs aim to make this believable, tangible, and valued. The byline will travel with the logo consistently across all marketing communications.
Brand Slogan
This slogan will dovetail with the big idea and capture the essence of its message. The slogan typically tugs on the emotions of your market and presents itself in a punchy and memorable manner.
Brand Story
Your Brand Story is a short readable document of 2-3 paragraphs that describes the history; how your company arrived at its current position and the vision for your excellence. As such, it validates and makes believable (to your customer) your ability to deliver on the claims you make in your byline, slogans, brand promise, etc. This story will find its way into proposals, backgrounders, the About section of your website, press releases, company brochures, etc.
|
|
|
|
A major overhaul of a brand, starting with its positioning through creative rejuvenation of the brand identity and proceeding to a communications launch into the refined target market.
|
|
|
|
The clear, concise and bulletproof statement about the brand and often parent company. A quick read of 3-5 sentences providing a no-fluff, rock solid factual snapshot for investigating press contacts.
|
|
|
|
Narrow the brand’s value proposition to launch a new market category and thus be the 1st brand in this category, and then name the category with your brand’s descriptor.
|
|
|
|
We craft provocative combinations of type and visuals that work together to pique the interest of your target customer. For use online, in ads, tradeshow booths, promotions, presentations and collateral systems.
|
|
|
|
Create and design the symbol in an abstract sign to embody the brand and introduce the brand name. The logo itself is an obviously unique graphic mark fused with the brand name to symbolically begin to position the offer.
|
|
|
|
The outward creation and manifestation of the essence of a corporate brand, product brand, service brand or branded environment onto its most commonly seen & heard communications [also often called Core Brand Assets.]
Deliverables within a brand's identity system may include:
• Corporate identity design [Letterhead,
business card, etc.]
• Sell Sheets
• Typography templates for letters, emails and
other common communication documents
• Verbal identity templates for use in elevator
statements, voice mail, telephone on-hold, etc.
• PowerPoint templates and presentation
design & development
• Business graphics
• Product packaging design
• Videos for office reception area, etc.
• Proposal template design
• HTML email templates design
• External signage design
• Splash screens design
• Environment design to manifest brand identity
& experience throughout offices/retail store
• Fleet vehicles design
|
|
|
|
We concept, write and design all sales presentation materials, brochures, sell sheet kits, pocket-folder kits, product kits, press kits, and high-end coffee table brochures. Digital sales tools and digital sales collateral systems are becoming common place for our client’s communication arsenal as well.
|
|
|
|
Our staff writers research, write and publish the content required to properly support our brand strategy and brand position. This role is often overlooked and brands are starving for written content.
|
|
|
|
Defines, teaches and helps maintain the proper usage of the brand logo, typestyle and other visual elements for all communications over time by many different people within an organization.
|
|
|
|
GUI design is a unique talent of our design team. Our designers become a part of your development team to deliver success. Supported internally by our own developers and experienced UI team members, we create successful UI designs that deliver not only the best look, but also the best user experience.
|
|
|
|
User experience design is all about creating architecture and interaction models to positively impact a user's perception of a Web page. The scope of the field is directed at affecting "all aspects of the user's interaction with a Web page: how it is perceived, learned, and used," our creative agency designers employ this scope to successfully design your user experience.
|
|
|
|
iPR(internet public relations) describes the online communication efforts used to reach, engage, and heighten awareness for online brands. Our creative agency has embraced this new phenomenon since its infancy and is now leading the way in iPR brand tactics.
|
|
|
|
A digital influence plan sets forth both the strategic and tactical initiatives at the center of an iPR campaign. A digital influence plan implemented by our creative agency clearly depicts where/what types of places valued constituents are spending their time online and the types of online initiatives needed to reach them.
|
|
|
|
Getting a loyal base of online readers requires the writing and publishing of blog content that is relevant, up-to-date, and engaging. The publishing of high quality content onto blogs can add-value and create heightened awareness for your brand (this is a new favorite of our brand launch team).
|
|
|
|
Where are valued constituents spending the majority of their time online and why? Value-adding online research by our creative agency carefully monitors online mediums and identifies key influencers within them. Assessing the nature of interactions in places like communities, blogs, and social utilities provides the right insight for building on-brand content that engages the online user and creates relationships.
|
|
|
|
Understanding the online presence of your competitors is imperative for creating an effective social media and influence strategy. An effective online competitive analysis answers important questions about your primary competitors such as: What type of digital initiatives are they deploying? Where are they deploying these initiatives? What type of content strategy are they using? What digital strategies are working effectively/not working effectively? Our creative agency can help you answer these questions.
|
|
|
|
At the highest level campaign tracking relates the initial campaign objectives established at the outset of the iPR campaign with the results produced during the implementation of the campaign. Our creative agency utilizes multiple qualitative and quantitative metrics used to track individual campaign efforts to give a clear indication of the overall success of online campaigns.
|
|
|
|
Content designed to capture the attention of online users while compelling them to share their experience with others. This content may include viral videos, podcasts, wikis, blogs, microsites, and other content formats that effectively engage online audiences and promote collaboration. Our creative agency will show you how to engage audiences to collaborate around your brand.
|
|
|
|
MicroArts billboards combine eye-catching visual design elements with integrated messaging to capture attention and deliver valuable brand information to site visitors. Our Creative Agency believes billboards are an innovative and interactive way to deliver information and heighten awareness for online brands.
|
|
|
|
A "call to action" in advertising and marketing refers to active copy that compels a user to take action. Typically, the action is to purchase a product or take some step in your sales cycle that will hopefully lead to a sale. At MicroArts our brand designers integrate CTA's with engaging Web content in order to increase engagement levels and deliver clear, value-adding communication around your brand.
|
|
|
|
Classical hypertext navigation occurs among "static" documents, and, for Web users, this experience is reproduced using static web pages. However, Web navigation can also provide an interactive experience that is termed "dynamic." Content (text, images, form fields, etc.) on a Web page can change, in response to different contexts or conditions.
|
|
|
|
Our creative agency deploys content management systems primarily for interactive use by a potentially large number of contributors. The content managed includes computer files, image media, audio files, electronic documents and Web content. The idea behind a CMS is to make these files available inter-office, as well as over the Web.
|
|
|
|
SEO optimizes the content of your site around validated high-volume key search concepts. Our creative agency's approach to search engines is that of organic search engine result optimization. We don't attempt to spam or cheat search engines, but instead create high quality content with a keyword focus, spider-accessible navigation and context sensitive keyword based hyperlinks (both insite and inbound).
|
|
|
|
Our creative agency will craft and test ad word programs that drive the right traffic to your Web site and implement performance metrics that give us the results needed to optimize individual Pay Per Click campaigns. SEM programs are great for testing the effectiveness of brand messages to a highly defined demographic. We closely integrate SEM programs with dedicated landing pages / micro-sites [small highly relevant Web sites to the Adword campaign concept] creating highly focused digital marketing campaigns around your brand.
|
|
|
|
Printer-friendly is a term used on the Internet to describe a version of a Web page formatted for printing. Normally, Web pages include information and navigation content that is only useful while browsing the Web site. Printer-friendly pages are designed to fit on an 8.5"x11" and include only the content of the page, along with source information. Printer-friendly pages are usually accessed through a link on the standard page.
|
|
|
|
Common applications of Analytics include the study of business data using statistical analysis in order to discover and understand historical patterns with an eye for predicting and improving business performance in your brand's future. Google Analytics (GA) generates detailed statistics about the visitors to a Web site. Its main highlight is that a Webmaster can optimize his/her AdWords advertisement and marketing campaigns through the use of GA's analysis of where the visitors came from, how long they stayed on the Web site and their geographical position.
|
|
|
|
A way of tracking certain conversions, or goals. Conversions might include sales, lead generation, viewing a specific page, or downloading a particular file. By using this tool, our creative agency can determine which ads are performing for your brand, and which are not, as well as find unexpected sources of quality visitors.
|
|
|
|
Effective e-commerce optimizes the buying and selling of products or services over electronic systems. Analyzing on-site buying behavior and processes helps our creative agency design and develop seamless interaction utilities. Our brand designers believe quality e-commerce interactions facilitate the exchange of information by providing the right level of usability and functionality.
|
|
|
|
Blogs are digital online journals, where a central subject theme is presented and subsequent commentary is posted by readers in chronological or reverse chronological format. Blogs can be set up into several different structural formats containing movies, photographs, mp3s, and podcasts. Blogs are one of our creative agency's favorite new tools for promoting new brands and linking Web brand content.
|
|
|
|
A digital press kit (or "EPK") is a press kit equivalent in electronic form. Digital press kits are more commonly referred to as online or electronic media kits. Press kits help promote businesses via mass media, and assist journalists in writing articles on the subject being promoted. An EPK can be distributed through one of the following media:
• CD
• DVD
• The Internet
Corporation EPK elements:
Contents of an online media kit, being served from their company website, might include:
• A backgrounder on the company's history
• A fact sheet covering major points / products / services, and brand information
• Biographical information on key executives
• Media contact information (usually a contact in public relations or an executive)
• A recent press release
• Past media coverage (press clippings, product reviews, etc.)
• High resolution photos or images of key executives, the company logo, products, etc.
|
|
|
|
Screen resolution refers to the number of pixels a screen can display within a given area. Screen resolution is usually expressed in pixels per linear inch of screen. Most personal computer displays have resolutions that vary from 72 to 96 pixels per inch (ppi). The resolution of the display screen is dependent on how the monitor and display card are configured. Below are some examples of how resolution can affect Web page viewing:
• 1024x768 width = 955 pixels wide by 600 pixels tall
14% of web browsers will get a horizontal scroll bar at this resolution
• 800x600 width = 760 pixels wide by 400 pixels tall
less then 1% of web browsers will get a horizontal scroll bar at this resolution
|
|
|
|
Kiosks are typically placed in high foot traffic settings such as hotel lobbies or airports. There are many types of kiosks, all of which present advertising opportunities. Our creative agency can concept attractive kiosk design that will generate high levels of traffic to your kiosk thus driving interest for your brand.
|
|
|
|
At our creative agency we work closely with our clients to determine media placement strategies supporting the media buy plan and in parallel create advertising that manifests the brand strategy and supporting brand position in a clear, concise and engaging manner.
|
|
|
|
Our creative agency is aware that different marketing tactics appeal to different audiences. In the busy world of digital communications and e-mail, a sense of tangibility has been lost in the shuffle. There are still target segments who are engaged successfully through direct mailings. A sense of security and trust can be established through the tactile nature a letter in the mail can bring. Let us help position your brand in your customer's mailbox.
|
|
|
|
When our clients are building a prospect database [gold database] of very highly qualified opportunities, we'll often employ clutterbuster programs. These are three-dimensional direct mail programs that our creative agency uses to break through the noise and mail room gatekeepers to leave a high impact initial impression. These programs are closely integrated with inside sales teams and other components of the marketing mix surrounding your brand.
|
|
|
|
Case study videos are used to tell a story about a particular project, partnership, or process that exemplifies an organization's value. Our creative agency concepts Case Study Videos that deliver tangible results about brands, products, and services and the people who support them.
|
|
|
|
An organization's true value exists in the success of its clients. Client Testimonials capture the end result of successful relationships and deliver personable stories with compelling value.
|
|
|
|
Product demos enhance the user experience, drive sales and promote product adoption. Product demos can be used to take customers on a tour and highlight the functionality and unique features of your product. Product demos combine the power of personable voice narration with an interactive presentation of your product.
|
|
|
|
Bring an extra salesperson to your tradeshow with the click of a play button. Tradeshow video increases visibility, creates stopping power and effectively engages visitors with the right level of visual support to promote your brand.
|
|
|
|
Successful personification of a brand is created by the capture and sharing of video about the role of key organization members. At our creative agency we use the right mix of technology and creativity to visually capture valuable tangible and intangible assets that can't be shared in traditional text or image formats. On our client Web sites we are finding that Web video pages have a 3X longer viewership than pages without them.
|
|
|
|
Capture, compel and build brand awareness: Viral video is the secret to engaging online audiences with content around your brand. Put simply: viral video goes the distance. Effective viral video campaigns are fundamental for building digital-word-of-mouth and creating brand awareness online.
|
|
|
|
These campaigns help to bring awareness to a given issue, whether it be human rights, or fighting a disease. An awareness campaign will have a clear message promoting a solution and spreading positive informative messages, thus educating its audience.
|
|
|
|
Product Public Relations is a management function which classifies public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance of a given brand's product
|
|
|
|
A news release, press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services are also used to distribute news releases.
|
|
|
|
A brochure is a leaflet advertisement. Brochures may advertise locations, events, places, brands, products, services, etc. They are usually succinct in language with eye-catching design. Direct mail and trade shows are common ways to distribute brochures to introduce a brand's product or service.
|
|
|
|
Great collateral design materials will grab your customer's attention while quickly explaining your company benefits. Our creative agency will develop a high-impact collateral system that is tightly integrated with your brand's corporate identity and sales process. This system will help your sales team communicate your company's expertise with greater clarity and focus, empower them to close new leads with greater confidence and provide excellent sales support.
|
|
|
|
The textual, visual or aural content that is encountered as part of the user experience on Web sites. It may include, among other things: text, images, sounds, videos and animations.
|
|
|
|
Strategic, agreed-upon words or statements that a client wants to convey to third parties, such as the media or shareholders.
|
|
|
|
Our Brand Design Agency understands that Event Management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. With these intricacies realized our creative agency can help to successfully manage events in a way that highlights your brand's key attributes.
|
|
|
|
MicroArts Creative Agency prepares strategic scripts to convey key messages by a client to target audiences centered on promoting your brand.
|
|
|
|
Effectively prepared and written speeches can be seamlessly delivered to capture attention and add value through key message points. Our Creative Agency speechwriter is able to work directly with senior executives to determine what points, themes, positions, or messages the executive would like to cover to strategically represent their brand.
|
|
|
|
MicroArts Creative Agency will develop a high-impact sales messaging and materials system that is tightly integrated with your company's corporate identity and sales process. This system will help your sales team communicate your company's expertise with greater clarity and focus, empower them to close new leads | | |
