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This presentation provides an introduction to Madhouse Associates. Madhouse is an Integrated Marketing Communications agency based in Manchester providing a full range of online and offline marketing services to clients such as Toyota, Motorola and Interflora
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An Introduction to Madhouse Associates
Chris KershawNew Business Manager [email protected] +44 (0) 161 819 6600
Immersion into our target audience(s)
The positioning session
Immersion into the product, its features
and benefits Immersions into the competitor set and the
wider market place
The gap identifier; why our target audience would
choose to buy our products instead of our competitors
The big idea session – generating lots of ideas that could all be ways in which
we communicate our offering to customers
Selecting the proposition – through a process of refining
we select one or two propositions that capture a new
and exciting way to communicate our offering to
our audience(s)
Setting objectives – both business and communications
The strategy session
Segmenting our target audience – using the profiles
established in the positioning session and
segmenting down further into niche groups
Take the proposition from the positioning session
Tactics – how we are going to bring our strategy to life. This part of the session includes all aspects of rolling out messages
to audience (s)
Measurement – set key performance indicators (KPI) that reflect the objectives of
the strategy statement
The big plan – our plan of actions in rolling out our
tactical activity
Engagement – our strategy statement on how we intend to engage with our
customers
Learn about users – we create personas and
scenarios of our users
Website development approach
Create a task analysis – what are our business goals and how will
website support these. What are our users goals, what
tasks must they complete in order to achieve these goals
Create content inventory – categorise and describe the information on site
offered to our users
Conversion Optimisation and Usability testing – carried out post build to watch and monitor user
activity
Prototype testing – carried out pre-build to check user
journey
Write copy – taking into account how users read content online
Agree requirements – what are the features, functions and content of the site that will optimise conversion of goals set in task analysis
Create Information Architecture (IA) – so that users can quickly
scan the navigation links on homepage as an indicator of the
site content
Define navigation – to make sure we inform our users
quickly of what and where information is located on the
site
Create site map – a visual representation of
the IA of our site
Create a wireframe – a visual illustration of one webpage or
the full site to show where each item should appear on
page
Client Case Studies
Interflora
Toyota Europe
TGMO
Seasonal campaignsAutumn 2010
Winter 2010
Spring 2011
Summer 2011
Reebok
Motorola
Capital One
Yardley London&
Woods of Windsor
Redrow Homes
The Place Group
SW19
Calypso
CovaTec Inc
Maximising impact of the communications
Marketing collateral extensions could include:
• Customer Relationship Management activity– Email– Direct Mail
• Sales/information support– Brochure hard copy– PDF brochure download– Website landing page
AstraZeneca
K3 Business Technology Group
Nanoco Technologies
Pochin
Vosene
Thank you
Chris KershawNew Business Manager [email protected] +44 (0) 161 819 6600