How We Work
Generally, brand managers set the strategy based on quite a bit of analysis. The brand manager will then work with a team of experts, researchers, graphic designers, promotions folks, advertising agencies, and lead and guide the team along a unified path to achieve the desired tactics. Most companies, organizations and non-profits do not have the financial ability to have such diverse capabilities on staff. So from that perspective, it makes sense to hire an agency. In order to be able to cover their own costs, it is necessary for agencies to pass their overhead through to their clients in their fees.
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Maximize Your Return on Investment
In an effort to provide the most talented skill sets at the lowest price, Pillar Marketing outsources that work to vetted consultants whom we identify as most suited to your needs. This eliminates the overhead that comes with a large staff and therefore, reduces your costs.
Do the Work Right the First Time
We work as the brand manager on the project. Learning about your business, setting strategy, identifying the appropriate tactics, and then evaluating the success of those tactics. The process establishes guardrails for your marketing path and increases the efficiency of current and future marketing campaigns.
Focus on Your Expertise
Pillar Marketing ensures quality results and the lowest price by leading and aligning the work of consultants to your projects in as affordable manner as possible. This allows us to bring you the excellence of brand management found in large organizations at a cost that makes sense and allows you to focus on your operations while we manage the execution.
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Understand
Many people do market research, learn from it, try to apply it to their business, and see no results. As incredibly frustrating as this can be, the reality is that gaining understanding is not quite as basic as that. There is so much data out there. Many of which seems to be contradicting. How do you know what data to use and even more importantly, how do you use it correctly? While numbers are a science, the use of those numbers, the gleaning insights and understanding from them that can enhance your business, that is an art. It takes experience, training, and even intuition. The knowledge gained from this will set the direction for your strategy so it is critical to do it correctly. This is a vital component of brand management - and why the companies that utilize brand managers are so successful.
Plan
Where will your organization be in a year? In five years? How do you know that is the right goal? What does your organization need to look like for that to be achieved? Laying out the key insights you learned in an action manner that creates a clear road map for everyone in your organization is critical. It is critical for efficiency, for clarity to your consumers/customers/clients, and for your organizational culture. Strategy is a long term commitment. If it changes every few months or every year, your organization will always be functioning from one transaction to the next. A strong strategy is a guiding light that keeps everyone moving along the same path. And just as importantly, a strong strategy makes sure your path and that of those you serve, are intertwined.
Execute
Things often go amuck here. It is so easy to get excited about the number of impressions or views. Or to fall in love with an idea, look or design. It is so difficult to stay true to the plan and execute in a way that reinforces it. When executing your tactics, there are so many elements to manage and also so many individuals involved, whether it is a graphic designer, volunteers, advertising agency, and the list goes on... You can end up spending all your time managing the mix while the fundamentals of your business fall by the wayside. Guiding and leading execution is exactly what brand managers are good at, because we create strategy, understand the numbers and the why of the strategy, and know what needs to be done to keep everything in line.