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Far beyond the shortsighted concept and design services offered by the average ad agency, GodwinGroup boasts an entire menu of unique, highly strategic services designed to gather useful information, crystallize brand messages and focus communications efforts for maximum resonance in the marketplace – and maximum return on your investment.
Consulting Services
GodwinGroup’s consulting services are the result of more than 70 years of advertising and marketing experience. The following research analysis tools, strategic development and training programs were all developed to help our clients make their brands as strong as they can – and ensure that they remain vital and relevant to their consumers for the foreseeable future.
BrandQuest™ and BrandRevitalization™
BrandQuest is a proprietary process that has brought positive change to a wide variety of past and present clients, including Louisville Slugger, Piccadilly Cafeterias and many others. As a proponent of Evolutionary Marketing, GodwinGroup believes nothing is static. Brands must evolve with consumer perception, as well as changes in the marketplace with regard to mass media, competition and a host of other factors. The BrandQuest process was created to help brands find their true essence, so they can maintain their relevance and vitality for continued success.
BrandImmersion™
At GodwinGroup, we believe a brand is more than a mask. It’s more than the sum of your advertising messages. It’s the true, collective personality of your company – from the way you communicate in your advertising to the way you service your customers. Brand Immersion is beyond branding. It’s about discovering what it is about your company that will make you successful, and motivating each and every person in your organization to live it, every minute of every day. Have you every heard of a branding effort that brought tears to the eyes of company personnel? We have. More than once. Branding defines a company in the minds of consumers. Brand Immersion is a strategic way of becoming the brand you need to be.
Saviuum® Brand Leadership Training
A brand is only as strong as the people behind it. That’s why GodwinGroup offers a comprehensive suite of leadership training services designed to build the skills people need to manage great brands. Together with Saviuum’s Ty Warren, author of White Hat Leadership, GodwinGroup can provide training in marketing management, sales, customer service, public speaking, proactive leadership and more – to individuals at every level of an organization, from CEO to customer service representative.
Web Marketing
The Web has become an extraordinarily powerful marketing tool over the last 15 years. But it’s one with many pitfalls. The Web gives consumers more power and control than ever before over the way they interact with brands, as well as other consumers. And knowing how to negotiate this minefield of perception, opinion and viral information is key to utilizing the Web to its fullest extent.
Web Branding Sites
GodwinGroup doesn’t do Web sites. We do Branding Sites. Because we recognize that a presence on the Web is an unprecedented gateway to the entirety of a brand. The Web allows a company to showcase a brand with words and pictures, audio and video – with no 30- or 60-second time constraints. But it also offers consumers an unprecedented level of control. That’s why we take great pains to develop Web content that’s as engaging to consumers as it is useful.
For examples of our Web branding capabilities, visit www.slugger.com, www.deltapride.com, www.medjet.com and trinitymedicalonline.com.
Web Microsites
Information that used to be spread out among ads and collateral such as brochures and sales sheets can now be consolidated efficiently on the Web. But if you’re going to get your customers to pay attention to your information, it must be engaging. That’s why GodwinGroup brings to bear the full power of Web-based marketing to create useful, user-friendly, engaging Microsites that showcase products and further build brands.
See www.groen100.com, www.myklunker.com and www.hancockbankal.com for recent examples of our Web Microsites.
Custom Software Development
GodwinGroup’s strategic alliance with INFOCUS allows us to provide custom software and business applications to our clients – from online marketing tools such as widgets or gadgets to custom applications for a variety of business and marketing functions.
Consumer & Audience Intelligence
Information is the currency of the Information Age. That’s why GodwinGroup integrates a mixture of primary, secondary or media research components into everything we do. From in-depth surveys and focus groups to insightful analysis of data from leading sources such as Scarborough, Nielson, Arbitron and many others – research is the key to knowing your consumer, your competition and the atmosphere of your marketplace.
BrandMap™
GodwinGroup’s BrandMap analysis is a proprietary means of interpreting research data that yields insights into the often complicated relationship between consumers and a given brand. The process uncovers how a brand’s customers prioritize key factors for making purchase decisions, then ranks those factors in relation to the competition. The results provide us with keen insights for crafting extremely precise marketing messages – and making strategic cosmetic and operational changes to improve brand strength.
TouchPoint™ Audit
GodwinGroup examines every instance in which your brand “touches” consumers – everything from the way you answer the phone to your bills and invoices, building and vehicle graphics, ads, brochures, company uniforms…the list goes on. Each represents a touch point with your customer, and each must be consistent with the brand image you want to portray. Audit results provide a wealth of information that can be used in the positioning of your brand in the marketplace, and the creation of effective marketing and public relations initiatives.
C3 Intelligence™
GodwinGroup’s proprietary C3 Intelligence product is an in-depth, ongoing analysis of the “Three C’s” of brand development: Category, Customers and Competition. We believe that no project can be responsibly undertaken without up-to-date information in these three key areas of a brand’s influence.
Focus Groups
GodwinGroup maintains state-of-the art focus group facilities on-site to more readily gather qualitative information about consumers – their wants, their needs, their opinions and their differing approaches to decision making. Information yielded from focus groups is an invaluable supplement to quantitative research, and has proven especially valuable in campaigns for a wide variety of GodwinGroup clients across many categories.
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