Public Relations
Earned Media.
In today's digital marketing world, various methods can be used to establish trust, gain new customers, and boost business growth. One practical approach is earned media—acquiring publicity or exposure without monetary investment. You can achieve it through word of mouth, social media shares, news coverage, and online mentions.
Media Relations: Effective media relations are crucial for the success of any business, as they allow leaders and decision-makers to enhance their visibility, cultivate connections with influential individuals, and ultimately expand their reach to promote brand recognition.
Bloggers: Being a blogger is similar to being a freelance artist, as it allows you to share your expertise on a specific topic or subject matter with a dedicated audience. Whether you specialize in journalism, photography, or information curation, your blog serves as a platform for an up-close view of your chosen niche.
Influencers: This is a promotional strategy that enables businesses to partner with individuals who have a significant following to boost brand visibility. These companies can request the assistance of an influencer with a large audience to share social media posts endorsing their offerings.
Investors: It is a promotional strategy that enables businesses to partner with individuals who have a significant following to boost brand visibility. These companies can request the assistance of an influencer with a large audience to share social media posts endorsing their offerings.
Paid Media.
Paid media consists of content promoted through paid placements, such as video ads, PPC ads, pop-ups, and sponsored social media posts. Such campaigns can grant businesses immediate access to leads, increasing visibility, engagement, and revenue.
Sponsor post: A sponsored post is content a brand pays to showcase on social media, blogs, videos, or traditional media platforms to reach their desired audience online. Similar to native ads, the goal is for these sponsored posts to blend in with existing content and be less disruptive compared to a typical advertisement.
Tweets: A Twitter marketing strategy involves developing, sharing, and delivering targeted content to your buyer personas, audience, and followers on Twitter. This approach aims to gain more followers and leads, enhance conversions, elevate brand awareness, and generate higher sales.
Twitter cards: By implementing a Twitter advertising strategy, you can connect with your target audience more immediately than relying solely on organic reach. Promoted Tweets can accelerate the expansion of your reach, allowing individuals to come across your profile, regardless of their current follow status towards your brand or use of relevant hashtags.
Fan acquisition: Social media campaigns start with gaining fans through various methods such as display advertisements, News Feed posts, and page pop-ups. The goal is to draw individuals to your Facebook page, Instagram profile, or other platforms like a website.
Lead generation: Lead generation creates consumer interest in a product or service to convert it into a sale. Online marketing typically involves gathering a visitor's contact details (known as a "lead") through a web form.
Engagement.
Engagement marketing is an effective method for fostering customer connections and establishing strong brand loyalty. This approach involves utilizing various channels, such as email, content, and social media, to engage with potential customers meaningfully and authentically.
Partnerships: Partnership marketing is a strategic collaboration between firms to support each party in achieving their business objectives. These objectives include enhancing brand recognition and expanding online presence through increased website and social media traffic.
Co-branding: Also referred to as brand partnership or "co-branding," is a marketing tactic that involves using multiple brand names in a strategic alliance for a product or service. This type of branding collaboration often involves at least two companies.
Community: Community marketing is a technique that involves cultivating and nurturing strong connections with existing customers within a community setting. This is primarily done through online platforms such as message boards and social media. These communities allow customers to interact and share their thoughts and opinions about a brand's products, services, and support. There are two types of community marketing: organic and sponsored. In the organic approach, customers form their community independent of the brand, where they can communicate with each other. This allows for the creation of an overall perception of the brand. On the other hand, in sponsored community marketing, brands establish their community and encourage discussions while monitoring activity. The brand may have representatives who act as both members and moderators, responding to inquiries and comments and providing updates to members.
Detractors into loyalists: Your Loyalists or Apostles are your biggest advocates, content with your product or service, and highly likely to remain loyal and refer others. Your priority is to maintain the satisfaction of these customers and attract more like them. Defectors, on the other hand, are your critics. They express discontent with your product or service and are at risk of leaving.
Loyalist into advocates: To transform loyal customers into brand advocates, web-based retailers should establish thoughtfully crafted loyalty programs that surpass monetary rewards and provide benefits like early product access, exclusive deals, complimentary shipping, and point-based purchases. Adding referral elements to these programs can attract fresh customers while also rewarding current ones. Moreover, linking the loyalty program with email marketing and promoting participation through actions such as leaving reviews or engaging on social media can strengthen the bond between the brand and its customers, securing the program's enduring achievement and positive influence.
Social Media.
It is the platform where individuals connect, share, and trade thoughts and information in online communities and networks. The Office of Communications and Marketing manages the main Facebook, X/Twitter, Instagram, LinkedIn, and YouTube accounts.
Owned Media: refers to any digital platform that a brand owns and controls, including, but not limited to, blogs, websites, and social media channels. As a business expands its range of owned media channels, it also expands its digital footprint, resulting in an increased potential reach to customers and followers.
Blog content: Blog marketing utilizes blogs to directly connect with and retain potential customers, resulting in brand loyalty. Through viral marketing techniques, this approach creates a community of followers centered around the blog's niche.
Employee story: Your employees' personal stories serve as the true reflection of your brand. These stories offer a glimpse into the human side of your company, allowing your audience to connect on a deeper level. After all, a company comprises individuals coming together for a shared goal, so sharing their stories is essentially the story of the entire company.
Customer stories: Sharing success stories from satisfied customers serves as concrete evidence of the effectiveness of your product or service. This evidence can significantly influence the decision-making process for many buyers. Thus, it is essential to utilize customer success stories to establish credibility and trust with potential customers.
User generated content: (UGC) is a term that encompasses unique material produced by real product users, such as images, videos, reviews, and testimonials. This differs from traditional marketing materials created by the company's team.
Reviews: Effective review marketing involves aligning your digital image with the opinions of your actual customers. Prioritizing exceptional customer service and creating a smooth experience will ensure that your online feedback will be predominantly favorable.
Brand journalism: involves creating content that focuses on storytelling and establishing a brand voice rather than solely promoting sales. In most cases, brands will utilize external platforms to share their content. This approach centers on cultivating connections, although it may require some patience.
Webinars: Webinar marketing is a cost-effective approach to connecting with a targeted audience for your online product or service. By engaging with the landing page used to promote the webinar, individuals can seamlessly integrate into your marketing automation and CRM platforms.
Videos: Video marketing involves incorporating video content to advertise or educate people about your brand and offerings. These videos can be utilized through different online platforms and formats, such as a brand's website, social media campaigns, programmatic ads, etc.
Podcast: Podcast marketing is a powerful approach to promoting and selling your product or service through audio content. This strategy helps you expand your reach, share your brand's narrative, establish credibility, and encourage word-of-mouth.
Affiliates: Affiliate marketing involves earning a commission by promoting and selling products for another person or company. This can be done by finding a product the affiliate enjoys and promoting to earn a percentage of the profits from each sale.
Brand ambassadors: A brand ambassador serves as the face and voice of a company, promoting its offerings and embodying its corporate identity through Communication and behavior.
Sponsor content: Sponsored content, also known as premium content, involves sponsors paying publishers to produce and disseminate material. This type of native advertising seamlessly blends in with the other content present on a webpage.
Native advertising: is a type of paid promotion that blends with the visual style and functionality of the media platform it appears on. It is designed to flow organically on the webpage rather than stand out as traditional ads, thus avoiding interrupting the user's experience.
Authority.
Possessing brand authority entails being widely recognized as an expert in your specific niche, prompting individuals to seek out your brand actively.
Optimized concept: The key to marketing optimization is effectively reaching your business's objectives. This involves using gathered data to make adjustments in your marketing approach. Utilizing the tools and tactics outlined in your marketing strategy can aid these refinements.
Sharable content: As content creators, our ultimate goal is to have our material easily shared by others. The most shareable pieces allow us to engage with our audience and prompt them to discuss it with others actively. When someone shares our content, it demonstrates their enjoyment of it and their willingness to associate themselves with it.
Engaging content: Engagement has become a crucial term in marketing, particularly Digital Marketing. It encompasses the direct interactions between consumers and brands through various actions, including clicks, likes, comments, and shares.
Google authorship: In the realm of SEO, authorship pertains to Google's interest in identifying the creator of a particular piece of content. This may serve as a way to establish the content's reliability and credibility.
Crisis Management.
It is developing and executing a well-organized strategy to handle and minimize potential crises that could negatively impact a company's image, consumer confidence, or market position.
Effective crisis management: To effectively handle both routine and crisis emergencies, a response team must have a solid grasp of four essential elements: a clearly defined team structure with designated roles and responsibilities, a well-established incident assessment process and team, a documented incident action plan (IAP), and efficient and timely communication methods. The team can be organized according to the usual reporting structure or by implementing the Incident Command System (ICS). The incident assessment team evaluates the situation and determines when to activate the plan. The IAP outlines objectives, strategies, tasks, and reassessment timelines. Effective Communication involves identifying all those involved, utilizing appropriate communication tools, and crafting initial messages. These key components work together to ensure a coordinated and effective response to any emergency.
The primary goal of crisis management: is to ensure the safety and well-being of employees, customers, and other stakeholders. This involves implementing emergency response plans, providing timely and accurate information, and taking necessary actions to mitigate hazards and risks and protect individuals from harm.
Global crisis management: The process of crisis management involves five distinct phases. These include Early Warning and Signal Detection, Preparation and Prevention, Damage Containment, Recovery, and Learning and Reflection. Each phase entails specific abilities and proactive management. The initial step is to identify early warning signs to anticipate potential crises. A company must take precautions to prevent or lessen the impact of a crisis during the preparation stage. In the face of a crisis, it is crucial to contain damage to minimize harm and lay the groundwork for recovery. The focus during the recovery phase is on regaining losses and strengthening resilience. Lastly, learning from past crises is essential in preventing future incidents. Effective leadership in times of crisis, also known as "Prepared Leadership," requires addressing threats head-on and utilizing crises as opportunities for positive growth. This skill set goes beyond routine management techniques.
Strategic Communication.
Strategic Communication encompasses various mediums, both traditional and digital, and encompasses advertising, promotion, and ad synchronization. By projecting our message in all corners, we influence decisions and attract audiences to standout events.
Media and Connections.
As experts in forging Connections, we collaborate with the media to achieve our advertising goals and create compelling and meaningful stories.
Online Public Relations.
In the digital era, our online strategies transcend borders. From social media campaigns to crisis management, we shape your brand's digital perception.
Strategic Planning.
Every step is within a master plan. We develop strategies to achieve our goals and guide organizations toward sustainable success.
Internal Relations.
In addition to connecting with the external environment, cultivating solid internal relationships is crucial. Effective Communication within the organization is essential to maintaining a cohesive and efficient team. We handle crises calmly and elegantly under challenging situations, seizing the opportunity to strengthen our relationships and build resilience
Crisis Communications.
We know how to handle difficult situations gracefully. Crisis management allows us to strengthen bonds and develop resilience.
Influencers and Global Database.
We have an extensive database of influencers, meticulously segmented according to relevant criteria. This global diversity allows us to precisely select influencers aligned with your business strategy.
Every influencer undergoes comprehensive analysis, evaluating crucial elements such as published content (owned and earned), mentioned keywords, actual reach, engagement, target audience, and particular interests.
In today's rapidly evolving marketing world, familiarity with a wide range of services is essential for achieving success. From Digital Marketing and SEO to Content Creation and Local SEO, each component plays a pivotal role in constructing a powerful online presence. Traditional Marketing and Public Relations complement digital strategies, while Earned, Paid, and Owned Media tactics help amplify your message. Web Design & Development, Social Media, and Influencer Marketing are crucial for engaging your audience, while specialized services such as Rebranding, Restaurant and Hospitality Marketing, OTA Management, Revenue Management, and Marketing Merchandising ensure that your brand stands out in a competitive market. This guide will walk you through these vital marketing concepts to assist you in making informed decisions that will elevate your brand.
Digital Marketing
Design.
Design plays a crucial role in marketing, encompassing various dimensions. It visually conveys a brand's message, values, and identity while also maintaining consistency across multiple platforms and enhancing the user experience. Understanding the significance of design in marketing allows brands to stand out and establish their unique identity.
Content.
Through content marketing, businesses can effectively attract, connect with, and maintain a loyal following by producing and distributing valuable written pieces, visual content, audio recordings, and other forms of media. This method not only positions the company as an authority in its field but also increases brand recognition and ensures that customers think of it first when ready to make a purchase.
SEO.
SEO, or search engine optimization, is the strategic approach of optimizing your website to improve its ranking on a search engine results page (SERP), ultimately leading to increased traffic. The goal is typically to achieve a top ranking on Google's first page for key search terms relevant to your target audience.
Local SEO.
Local SEO is valuable for enhancing your online presence in local Google search results. This technique improves visibility for businesses with a physical location or serving a specific geographic region.
Paid Marketing.
Paid marketing, also known as paid advertising, is a strategy that utilizes various channels to reach potential customers on the Internet. It relies on running sponsored advertisements across multiple platforms in order to generate direct sales, rather than simply increasing visibility online.
Social Content.
Social media content is material distributed on various social media platforms. It can be something other than specifically produced for social media and can also be incorporated into a marketing strategy to enhance brand recognition or drive business engagement.
Data Analysis.
Marketing data analytics involves assessing and comprehending information from marketing campaigns to evaluate their impact. It enables the recognition of successful strategies and those that may need adjustment. Such analysis's necessary for one to assume the success of their efforts.
Brand.
Effective branding creates a positive consumer experience and fosters an emotional connection. Branding cultivates advocacy and loyalty among customers in the long run.
Category Improvement.
Implementing product category marketing can enhance the overall customer experience by simplifying the process of finding and comprehending products. Business can effectively showcase how their products address specific customer needs.
Metasearch Engines.
Metasearch is a valuable marketing tool that brings targeted visitors to your site. Consider popular sites such as Trivago, Kayak, Tripadvisor, and Google Hotel Ads. These engines gather information from various sources and generate a comprehensive result list.
OTA's.
With increasing number of travelers utilizing online travel agencies (OTAs) for trip bookings, these platforms are becoming vital channels for tour, activity, and attraction operators to market, advertise, and distribute their offerings. You can use OTA marketing strategies, you can enhance your visibility, attract more bookings, and boost your revenue streams.
Google Search.
Users can easily find information online through Google Search by simply typing in keywords or phrases. This search engine evaluates and ranks websites according to their relevance to the search terms using specialized algorithms. Undeniably, it is the most widely used search engine globally.
Google Paid Strategy.
Paid search marketing utilizes advertisements on search engine results pages (SERPs) to reach potential customers who are actively searching for relevant products or services. When a user conducts a search, these ads will appear at the top of the SERP, labeled as "sponsored."
On-Site Content.
Onsite marketing is a highly effective method for boosting conversions and driving sales. Unlike conventional approaches, it integrates onsite tools, such as website popups, bars, signup forms, and live chat, into a unified strategy.
Web Marketing.
Web marketing encompasses various techniques for promoting a business on the Internet. It enables businesses to showcase their products and services on their own websites, as well as through social media and other online platforms.
Voice Content.
Utilizing voice marketing means incorporating humanized interactions between your brand and customers, similar to conversational marketing. This approach should also prioritize intuitive communication and anticipated inquiries from your target audience in content and search results.
Traditional Marketing
E-mail Marketing.
Email marketing is a valuable tool for building brand recognition and driving sales. It can significantly impact a company's marketing strategy by fostering customer connections and maintaining engagement outside purchase interactions.
Broadcasting.
Broadcast marketing, also known as broadcast advertising, is a promotional technique that uses television and radio broadcasts to capture the attention of potential customers.
Print Advertising.
Print advertising involves using tangible printed materials to promote products or services to broad audience. Ads can be found in various physical forms, including newspapers, magazines, brochures, and direct mail.
Collateral.
Marketing collateral encompasses various forms of media used to advertise a company's offerings. These can range from traditional print materials such as posters and flyers to modern digital content like catalogs and magazines. In short, marketing collateral serves as a means to convey a company's brand message.
Billboards.
Billboards play a crucial role in marketing strategies. They are a powerful tool for boosting brand recognition and reaching a broad audience quickly. They are treasured for showcasing location-specific offerings and attracting interest to businesses or events.
Cold Calling.
Cold calling typically involves sales outreach to customers who have not previously engaged with the salesperson. It includes phone conversations, hence the term "cold calling," and in-person interactions such as door-to-door visits.
Sales Representation.
In addition to selling products, a sales representative plays a crucial role in gathering market insights and feedback. It involves communicating customer preferences, pain points, and demands to the company, allowing for the improvement of marketing strategies, products or services, and overall business direction.
Telemarketing.
Telemarketing is used in various industries, including sales, political campaigns, and market research. It involves contacting clients or potential customers through the phone to promote a product or service. These calls can cover product marketing, sales, surveys, and research.
Referrals.
Referral marketing is a method in which a brand incentivizes its existing customers to refer others to join its customer base. This strategy enables the brand to expand its reach and improve customer retention, engagement, and reputation by rewarding new clients who enter.
Additional Services
Re-Branding.
Re-branding involves altering a company's public image. Re-branding includes introducing a new name, logo, or refreshed design for a well-known brand. This strategy aims to set the brand apart from competitors in the market and create a distinct identity
OTA Management.
The OTA channel manager is a convenient tool for hotel sales and revenue managers to manage multiple online travel agents (OTAs) simultaneously. This platform allows them to quickly make real-time updates to their rooms and rates
Sales Representation.
A sales representative is crucial in promoting and selling products for a company or organization. They actively pitch products to potential customers, introduce new offerings to existing clients, manage and nurture current customer accounts, and strive to ensure a seamless sales experience and customer contentment
Asset Management.
Asset management refers to the daily administration of a wealth portfolio, typically overseen by an investment manager. This entails constructing diverse investments while evaluating potential risks, uncovering potential opportunities, and devising an overall plan for achieving financial goals.
Revenue Management.
Utilizing systematic data analysis to maximize profitability by forecasting customer actions at the micro-market level refining product costs, adapting availability to optimize revenue.
Hospitality Audits.
Hospitality training is a holistic program that prepares individuals with the essential skills, knowledge, and competencies to thrive in the hospitality sector.
Hospitality Training.
Hospitality training is a holistic program that aims to prepare individuals with the essential skills, knowledge, and competencies needed to thrive in the hospitality sector.
