Nation Ranch works with sales-driven organizations to deliver marketing communication support programs that are highly trackable, measurable, and deliver maximum return on investment.
We begin by analyzing our clients’ four key constituencies, and prioritize our marketing strategies from the top down to ensure that we’re making the best use of your resources:
Advocates
Advocates are like gold, as their endorsements of our products and services cost us nothing yet wield the greatest influence in the marketplace.
Advocates are the satisfied customers who write glowing letters to the editor; the housewife who recommends your products to her sister-in-law; the Facebook Fan who writes a positive message on your wall; the Twitter follower who “re-tweets” one of your promotional messages.
The more Advocates we can count, the more effective your entire marketing communications program will be. Satisfying this passionate core can have a positive ripple effect through other target audiences.
Customers
We believe in the 80/20 rule, and that to ignore the desires of your best customers will only beget a cycle in which you are always having to attract new customers at a rate that exceeds “old” customer defections.
We create marketing communications strategies designed to engage Customers, encourage them to expand the amount of money they spend with us, and improve your customer satisfaction scores.
Happy customers not only improve our bottom line, they also are likely to become Advocates.
Prospects
A Prospect is someone who’s taken a measurable action to learn more about your products and services with the intention of making a purchase decision one way or the other.
You may already own a database of prospective customers (e-mail addresses, cell phone numbers and other consumer contact information), or you may be able to compile a fairly accurate list by modeling your existing customer database.
Our team implements cost-effective program to cultivate lists of known prospects and creates direct response campaigns that specifically target Prospects and enable you to convert them into Customers.
Suspects
Suspects look a lot like your customers. They are the same age, make about the same amount of money, live in the same cities and towns and have purchasing habits that are similar to those of your current customers.
The only trouble is, they have never considered using your products or services. In fact, they may never have even heard of you.
Traditionally, clients and their agencies spend disproportionate amounts of time and money trying to raise awareness among Suspects for the features and benefits of a particular product or service.
These mass marketing advertising and publicity campaigns are both expensive and inefficient. Worse yet, these campaigns are difficult to track and measure. While most agree that a television commercial or a positive front page newspaper story deliver value, it is no longer acceptable for a client (or agency) to simply throw (expensive) messages into the marketplace and hope something sticks.
We develop campaigns targeting Suspects that are both measurable and trackable.
Meanwhile Back at the Ranch is written by Bill Patterson, president of Kansas City, Mo.-based Nation Ranch, a strategic consulting firm specializing in brand management, public relations and crisis communications.
