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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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Lesson: How Social Media Organizations Market Themselves

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Having a social media strategy is essential. However, it is important to understand the role social media plays in an organizations marketing campaign in order to use it effectively. Social media is a valuable tool, not an inexpensive alternative to integrated marketing. Social Media companies themselves offer the best example.

A few months ago, we attended the LinkedIn Marketing Solutions seminar hosted by LinkedIn, at the Vancouver Convention Centre. This was a great event that shared insight into social media user behavior, how consumers use LinkedIn, as well as the products offered by the company to assist organizations in reaching these consumers.  The sales portion of the presentation was informative, direct and very effective in changing the perception that the platform should mostly be used for personal professional networking purposes and employment searches.  Linked In certainly offers many other valuable tools for organizations wanting to reach their valuable membership. The curious thing about LinkedIn’s brand awareness and sales strategy is that it transcends social media. That is, the tools were promoted via an event that allowed face to face communication, the event was marketed via BC Business (a business magazine and e-newsletter), and the collateral material distributed at the event was a hard copy report. This is a great example of an integrated marketing campaign.

Facebook also promotes product awareness via events. Brooke Oberwetter, associate manager for policy communications at Facebook, spoke at a Vancouver Board of Trade Event in June of this year. Furthermore,  Twitter is using traditional network building strategies in Canada by “developing partnerships with creators of TV and Web programming”, according to the Globe and Mail in an article that suggests they work with traditional media outlets to promote their public relations message.

This is an important lesson, as it showcases the fact that in order to build their valuable membership and customers, they draw on multiple marketing tools. Thus organizations must take advantage of what social media offers, as a tool to be used in a wider strategy.

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to find out how we can integrate social media in to your organization’s marketing strategy. www.sinclairandruiz.com

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Case Study: Strengths and Weaknesses Analysis

At the end of a 6 month events & promotions campaign for a developer client withImage

recreational developments in Puerto Vallarta and Mazatlan, Mexico we analyzed the

results of our client’s strategy to determine strengths and weaknesses. The objective of the analysis was to design a plan of action to improve the existing Return on Investment (ROI).  S&R evaluated results, and developed a series of recommendations to increase ROI by focusing time, effort and investment on the more successful and cost-efficient elements of the campaign. The modified campaign concluded with a significant increase in prospects and sales.

Contact Sinclair and Ruiz at info@sinclairandruiz.com to discuss how a review of marketing efforts can increase cost efficiency, effectiveness and sales results. Visit  http://www.sinclairandruiz.com today.


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Case Study: Tennis Sponsorship Campaign

Tennis Sponsorship CampaignSinclair and Ruiz designed and implemented a sports marketing sponsorship campaign to reach a niche market for a resort client. The client’s infrastructure encompasses 4 hotels, a marina, golf and country club, and a gated residential community. The multi-dimensional campaign included advertising, PR and event participation, which secured leads as desired.

Following the initial campaign and implementation of the subsequent inbound marketing strategy, leads purchased all-inclusive packages at our client’s resort to participate in a 4-day tennis tournament.

The tournament was incorporated into the sports marketing campaign in order to generate an immediate return on investment. In addition to the tournament participants, those leads provided referrals to spouses and other family members who also traveled to the resort on dates within the 4 months following the conclusion of the campaign. Therefore the encouragement of referrals as part of the campaign increased the client’s short-term return on investment.  Within the first 4 months following the conclusion of the campaign, our client registered a lead conversion rate of 11%, concluding the 12 month cycle with a conversion rate of 33%.

Contact info@sinclairandruiz.com to discuss how sponsorship campaigns and sports marketing can increase your organization’s brand awareness and sales. You may also visit www.sinclairandruiz.com.

 

 


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Case Study: Promoting Trade in a Foreign Market

Promoting Trade in a Foreign Market

A business organization hired the Sinclair and Ruiz team to develop a communication strategy directed to potential trade partners for their members. S&R prepared the speech and presentation for the client’s event in New York.

The goal was to present  business opportunities and competitive advantages in an effective manner.

Shortly after the communication strategy launch, the client received inquiries from buyers looking to be connected to

the members of the organization who could fulfill their demand for products. Thus, the persuasive communication strategy generated concrete results.

Contact us info@sinclairandruiz.com to discuss how we can assist with the design and execution of effective strategies to open new markets and strengthen relationships with existing clients.


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Case Study: Fly and Buy Discovery Week Campaign

Fly and Buy

Sinclair and Ruiz promoted and coordinated a Discovery Week trip for a developer client who was seeking to promote awareness of their new rental and property management service; along with the remaining units available for sale in their latest condominium project.  The campaign was designed to convert leads obtained through different marketing efforts into clients.

Our team assisted with the design and implementation of the Discovery Week invitation and travel logistics. In order to engage with the leads, we designed a communications strategy to speak to the needs and emotional wishes of the prospective clients. We delivered this communication strategy via inbound marketing efforts, and providing easy contact with our branded representatives for interested parties. Upon reaching the desired level of engagement we maintained frequent communication with the prospective clients to answer questions, assist with travel arrangements, collect any required fees, and increase excitement about the Discovery Week.

To support our developer client, assisted in the design of the Discovery Week Schedule, in order to optimize the possibility of obtaining successful fly and buy sales results.

At the campaign conclusion, our client obtained a 52% conversion rate of prospective clients that paid their own flight and a discounted condominium rental rate to spend a week at the units available for rent. In addition to earning new rental clients, our client sold condominium units by the end of the Discovery Week, thus generating a short term return on their investment.

 

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to learn how we can design and manage your successful Fly and Buy campaign. www.sinclairandruiz.com


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Rebranding.

rebrandingBranding refers to establishing a company’s identity. Branding includes determining a logo, name, and message that identify an entity. Establishing a brand and what it stands for in the minds of consumers, is the starting point on which to build a marketing strategy, and ultimately reach sales goals.  Rebranding can entail changing certain aspects of a brand, or completely changing a company’s identity.

Why Companies Rebrand

Companies may rebrand in order to refresh and update their image, communicate a change, or shed a negative image. In order to undertake a successful a rebranding campaign, it is important to understand that building an identity is far more complex than simply choosing a name and logo; and communication is essential to implementing a rebranding campaign. Two of the more complex reasons companies rebrand include shedding a negative image, and to consolidate mergers and acquisitions.

Sinclair and Ruiz has rebranded itself once before, and  will soon launch another rebranding campaign to update the scope of services provided – as we are proud to say they have increased over the past seven years. We have also worked with clients to improve their image after a cycle of crisis management, rebranding for mergers, as well as rebranding for the evolution of an organization’s identity.

Rebranding to Shed a Negative Image

In order to shed a negative image it is important to face the issue that is causing the negative image head-on. Organizations must decide how they want to be perceived, make the necessary changes and communicate them to the world. Organizations must be committed to the message, as shedding a negative image requires consistency, and often entails regaining the trust of existing clients as well as winning over new and weary markets. Rebranding campaigns must be tailored and highly targeted, depending on the entity requiring the update, and the reasons behind the need. In this case, the message is often more important than the name or logo.

Read an example of how what you say can damage your brand at http://www.entrepreneur.com/article/227164

Rebranding Due to a Merger

Mergers are challenging as a result of the uncertainty they can project to employees as clients.  Mergers are inherently a cause of change and it is important for companies to acknowledge and embrace this reality. Rebranding due to a merge is the perfect opportunity to focus on the improvements that change will bring, rather than how things will remain the same. Failure to acknowledge change may cause distrust within an organization, and failure to engage employees will project negatively onto clients. Effective rebranding is imperative to employee and client retention during and following a merger.

The breath of image change will vary for each case. Some mergers require complete structural change, while others keep the existing name, service and market it under an umbrella company.

Thus rebranding requires careful consideration of the most basic “branding” elements, as well as a clear message.  Among other Things, successful rebranding entails:

·         Determining exactly what your brand stands for.

·         Setting out a clear strategy and timeline for rebranding.

·         Communicating the new brand message to employees, partners, industry and clients. Successful rebranding will take place once all stakeholders know and accept the new message and image. Organizations that do not control a branding message risk projecting an image based on the voice of exterior forces (i.e. rumors).

·         Careful planning and measured execution of rebranding are key to consolidating the desired image, and avoiding collateral costs.

Contact Sinclair and Ruiz today to learn more about how we can plan and guide a successful rebranding campaign. info@sinclairandruiz.com


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Gaining an Edge through Partnership and Sponsorship Marketing

Marketing partnerships and event sponsorships are effective marketing tools.  The first refers to linking two or more different non-competing brands for marketing purposes. The second refers to brands that become supporters of charities, sporting events, trade shows, etc.  We highly recommend both options because they are cost-effective and – when implemented correctly- provide outstanding results. When S&R designs and implements such strategies for our clients, the efforts generate all or o most of the following (depending on the clients’ needs):

  • Exposure to new consumers
  • Partnerships  with brands that are prestigious and important to

the target market

  • Positive brand association
  •   Increased brand awareness and enhanced image
  •  Exposure in the media
  • Revenue

We rely on our networks and those of our clients to carefully seek-out and evaluate opportunities that will provide the best return on investment. When searching for the best opportunity for your brand it is important to know who the target market is and how you want to reach them. Some organizations are better set-up than others to provide the right value.  Annual events and sports organizations often have an established framework within which they work with partners and sponsors.  Others, who have access to your target market, may not have previously provided the service your company requires or are simply less efficient.  Therefore it is important for the marketer to be involved through every step of the campaign.

Partnership and Sponsorship Marketing initiatives Sinclair and Ruiz has coordinated on behalf of our clients include:

  • In-kind sponsorships for charity tournaments, cultural and business events. Benefits include brand exposure in printed materials; value added advertising; spoken acknowledgements; speaking opportunities, and activation at the events.

 

  • Coordination and implementation of advertising campaigns between different segments of the tourism industry (destination, country, airline, travel agents).

 

  • Sponsorship and partnership of sporting events and organizations. Benefits include media exposure, brand exposure in printed materials, spoken acknowledgements, speaking opportunities, activation at the events.

 

These marketing efforts work well for small businesses as well as large organizations.  In order to make the most of partnerships and sponsorships, companies should gain exposure through an integrated mix of advertising and PR.  As always there should be a consistent message directed towards a clear objective.

Related articles that may be of interest:

http://www.businessknowhow.com/marketing/marketing-partnership.htm

http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm

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