Marketing has never been so complex. Today it is not just a matter of having better products and services than our competitors or even securing effective availability via distributors and/or resellers. The Internet has completely changed the essence of marketing, further complicated by the health and financial constraints imposed by the COVID19 crisis. Even if the customer can physically travel to a bricks-and-mortar outlet, there is no guarantee that any guidance provided there will be accurate and tailored to the buyer's needs. Increasingly, all of the fundamental issue like recommendations, specifications, availability and even prices will probably have been investigated by the buyer in advance and the purchase decision will mostly have been made.
As integral elements of strategic planning, our job is to challenge the logic and effectiveness of the steps taken to help the prospective buyers arrive at a purchase decision and provide clear and actionable solutions to get them there. Our core strength lies in our understanding of how stakeholders think and how they will react to the messages and value propositions communicated to them. We provide explicit and actionable solutions to achieve this.
About the ASPAC group
ASPAC was launched in 2004 as a joint venture between three consultancies. It was predominately a strategic planning firm, incorporating Value Search and Balanced Scorecard methodology. It also provided a range of marketing support services like visual design, product photography, content development, promotion and point-of-sale materials. Today, virtually all of our work is done online and/or by phone and this makes the entire processs simpler and less costly than most comparable methods.
How we work
We utilise a combination of broad business marketing experience, expertise in information management and content development.
Because the ASPAC Consulting Group covers all aspects of strategic planning, information content development and communication, we will be more able than many service providers to commence a new client project with a minimum of briefing and research. Our principals have worked in FMCG, OTC pharmaceuticals, cosmetics & toiletries. hardware, pipelines, industrial tools, welding, adhesives, audio equipment, automotive and marine categories, so we bring a wealth of knowledge that is also a major factor in developing effective communication outcomes for our clients.
Our first task is frequently to question and evaluate how realistic and communicable our client's VALUE PROPOSITIONS are, relative to the target market (and indeed if the latter has been defined for optimum targeting). This establishes what information is important, how it should be expressed and how it should be structured to answer the needs of the targeted stakeholders in a direct and empathic way. We evaluate the relevance of the information, modify and enhance it accordingly.
We routinely create a "relationship" map that links the needs of the target audience to the available information. These must be relevant for the client, but also to the needs of key players throughout the stakeholder chain. This provides a firm foundation for development that is usually formalised in a "scope of work" that defines the time frame and costs.
As the process evolves, the client will be consulted on all recommendations prior to implementation. The actual process may cover many aspects of the marketing mix and depending on what already exists, potentially include development and/or modification of product selection guides. performance comparisons, POS material, trade and end-user communications and promotion materials.
Content remains king
Mostly, it will be a combination of how information is structured and the quality of message content that are most critical. The structure must present the information not just in a logical manner but it must reflect the mindset of the site user who should be immediately engaged and persuaded to "drill down" for greater detail and a call to action. Techniques will vary according to the market category and user profiles, but page text, illustrations, links to resources, a blog and/or a newsletter will all contribute to the effectiveness of the website.
We provide a specialist content-creation service through our newly formed business unit- click here for further details: CONTENTWIZARDS. .
These are just a few of the business categories and campaigns completed in recent years
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