PRODUCT AND COMPETITOR RESEARCH
Before Competitive Edge develops a media plan for a client, we review the current marketplace for what your competitors and complimentary products are doing. We take a look at your product and review it against a proprietary screening process we have developed to gauge the best media to utilize. We will look at demographics and our extensive media buying history to look for marketing niches we think you can exploit. We look at various media rates and options and begin to formulate a plan that we think will best achieve your goals.
For clients who want extra market intelligence, Competitive Edge offers two value added services: (a) IMS reports on actual competitor airings and (b) Specialized Focus Groups, where clients who need consumer clarification of their product’s perception in the marketplace, or are looking to test various appeals, marketing presentations, etc. prior to the advertising creative development.
MEDIA PLANNING AND PLACEMENT
Using our extensive database and wide ranging industry contacts, Competitive Edge formulates a multi channel media plan, while meeting client budget and timing guidelines. We recommend starting with a test budget that will yield critical data and sales results, to refine the campaign plan prior to full implementation.
Working with an enhanced plan, we believe in cautious aggression on rollout, balancing the financial risks to the client of over exposure with a strong belief that you must “strike while the iron is hot”. As the roll out continues, we are constantly evaluating results, seeking improvements and testing new ideas from the information gathered. We believe in a dynamic campaign where changes are expected based on results to maximize profitability.
MARKETING ENHANCEMENT PROGRAM
Buying Media is the beginning of our job, not the end. Our clients expect more than just paid media placement.Competitive Edge views it's job as delivering results and use several enhancments to maximize results.
- Guaranteed Media Program – For clients that qualify, Competitive Edge offers an incredible guaranteed media program in which a client is guaranteed a fixed volume of gross sales per dollar of media budget spent. The amount of guaranteed media budget varies based on your sales ratio and budget spend, but the program is a powerful enhancement to your standard media budget and allows a “pay as you go” approach.
- Free TV Listings – When TV viewers are “flipping” channels, they sometimes use the electronic TV listings as a source of what to watch. When Competitive Edge places media, most of our clients qualify for a “titled listing” instead of “Paid Programming”. As an example, instead of Paid Programming, it might say, “30 Minutes to better Health” by FIT Television.
- Email Blasts – For many clients, a low cost or no risk email marketing campaign can be initiated to enhance the sales results. Competitive Edge will use existing email creative or develop a piece for the client and then manage the distribution of the list to legitimate email lists whose demographics fit the client’s profile.
- Free TV Spots – For many clients who have 30 minute infomercials, Competitive Edge will negotiate free airings of a related 60 second spot to either enhance the show’s sales or to announce when the next airings will be to help boost viewership. Competitive Edge can even take the existing show and produce a 60 second spot at a low cost to clients.
- PR and Press – Competitive Edge will review exiting newspaper articles written on your product or develop a new article and submit to numerous papers for publication. Additionally, where applicable, we will create and distribute press releases announcing a new product rollout or related activity to improve exposures and help continue product branding.
- Additional Up-sell Offers – In addition to the primary product being sold in the creative and any client internal up-sells, Competitive Edge can recommend additional products or services that can be added to your telemarketing script on a revenue sharing basis to increase sales. Further, we will sometimes recommend your products to be sold as up-sells to other products, thus increasing your revenue opportunity.
RETAIL/E-TAIL PLACEMENT
Competitive Edge created its retail division after frustration over choices our client's faced in gaining presentation of their products into targeted retail chains. For our clients, we discuss their retail goals and provide blunt, direct feedback on the product, pricing, packaging, inventory, etc. and discuss which outlets and websites are realistic and appropriate. We will also discuss your marketing campaign and how to use those direct response dollars to help drive foot traffic and brand awareness to retail.
No one can promise that a retailer will purchase the product, but we can promise we will present your product to the appropriate buyers for consideration and will openly share feedback. We will follow-up and provide samples and work to have your product placed both in the appropriate “brick and mortar” retail stores, their websites and selected internet websites.
We accept purchase orders and transmit them to our clients. We invoice and collect from the retailers, deduct our commission, and remit the balance of monies to our clients, usually within two work days after receipt of the funds.
In addition to traditional retail, we maintain a master vendor relationship with GSI Commerce, an e-commerce company that manages websites as diverse as Dick’s Sporting Goods, Sports Authority, NASCAR, numerous golf sites, GNC, Elizabeth Arden, Ralph Lauren, Godiva and NFL.com. These electronic marketplaces represent high traffic, well known brands that work with Competitive Edge on a drop ship basis to increase our client’s bottom lines.
OUTBOUND TELEMARKETING
Most direct response clients are familiar with the purpose of an inbound telemarketing center, but for many clients, an outbound telemarketing campaign could pay huge dividends. For example, many high ticket products generate high numbers of “non sale” calls to the inbound center or inquiries on the website that offer an excellent revenue generating opportunity for our clients. From its large rolodex, Competitive Edge will recommend an outside telemarketing vendor, based on the product characteristics and client circumstances, to generate another income stream for our clients. There are numerous outbound telemarketing options; let the Competitive Edge team recommend the right choice for your success, and work with the telemarketers on offer, script and follow-up to maximize the value of each lead given to them.
SEARCH ENGINE OPTIMIZATION
To be successful marketing on the internet, you need both a friendly, easy to navigate website and potential customers need to know who you are and where you are. Most companies understand the value of online marketing, but are not always sure how to maximize their efforts. Competitive Edge works with an excellent outside web marketing group to maximize your traffic to your client site using search engine optimization techniques, as well as viral/guerilla techniques to raise awareness of your product and website.
Competitive Edge also takes a hands on approach to Pay Per Click marketing programs for clients, and can work to establish programs such as affiliate programs, online PR Campaigns, and other internet based initiatives to spur sales and brand recognition, as contracted with our clients.
