Like research, effective marketing starts with questions. Who are you trying to reach and why? What makes this audience tick? Where has your company been and where does it want to go? At Linden, we ask new clients lots of questions because a clear understanding at the outset is absolutely essential for everything that follows.
And new clients usually have questions for us, too. Like this one: “So, what is marketing, anyway?”
The term “marketing” covers all those things that you do to promote or sell your product or service. Successful marketing depends on a number of factors, including finding the right opportunity or medium, connecting with the right audience and “telling your story” in the right way. Not everyone with a great product or service has the time, skill or desire to effectively promote themselves—many rely on marketing professionals.
Marketing companies all have their own process. At Linden, our process is based on research and discovery. Once we get to know our clients inside and out, we determine the most effective way to tell their stories. Using what we learn from asking insightful questions, we begin narrowing the infinite universe of possibilities down to only the ones that will work.
Once we've nailed down the basics, Linden crafts strategies to reach—and captivate—your audience. Branding coalesces and protects your image while public relations tells your story. Your plan may also include direct mail, advertising, special events, point-of-purchase and a host of other creative techniques.