RESEARCH
Our client has the most accurate information about their business. This is why we begin every project by listening to the client very carefully. We ask questions and demand for additional information to point out the exact business circumstance at the time. We scrutinize branding and business related materials. Our team analyses each marketing, communication and branding decision – even in terms of social media. Once we understand our client’s business, we start looking at things from their target’s perspective. Then it’s time to ask for the target’s opinion. It is important to see how well balanced the two perspectives are. The customers tell us what their expectations are and also what is their perception of the brand in the communication and direct interaction context. Competition is also very carefully analyzed. Now we have coherent information and we are aware of our client’s position related to their customers’ expectations, and how much of a threat are our competitors. We add the client, the public, the market and the competition to the equation in order to obtain the winning marketing, communication and online strategy.
STRATEGIC PLANNING
Research triggers the planning process. The objectives set by the research become distinct business perspectives that must be achieved by following a set of perfectly synchronized processes. Using our deep experience and analyzing the consumers’ buying habits we develop the consumer’s profile followed by all the consumer scenarios that can later be interpreted and studied by our team. These scenarios, in which we identify the most valuable consumer typology, help defining the overall vision of marketing, communication and digital strategies. To bring our strategic vision to life, we design a work plan. Planning requires connecting all the elements. Our teams are involved in different levels as we complete our goal. Budgets are outlined, connections to the mass media are established. Media planning is based on the media consumers’ demographic segmentation. We negotiate the best possible prices with media owners and we outline the production plan. The secret of success lies in the Bizmart philosophy – a plan must be consistent, it must contain specific terms, all the necessary resources and procedures which turn every project into a success story.
CREATIVE CONCEPT
Bizmart identifies creative concepts as a representation of strategic planning. Creative teams consist of carefully selected individuals and are constantly in touch with marketing concepts. The purpose of creative concept is to develop an emotional bond with a brand and merge with the sales process. We have a comprehensive approach to the creative process. We make huge efforts to achieve exceptional goals. Every creative concept is analyzed and reanalyzed. We reach the “wow” factor after much effort and constant improvement. Innovation is the starting point of every creative project. Our clients are special and need an approach to differentiate them from the competition. The creative process transforms insight into direct interaction with the target audience. Firstly, we define USP – Unique Selling Proposition – and then we continue with the art direction. The ideas leading to the creative concept can come from anywhere. Bizmart always bases their creative concept on strategy. The creative ideas are subject to testing in brainstorming sessions. Creative teams are working closely with the strategy teams to achieve their goals. We often fully implement an idea, right up to the advertisement or even a microsite, with the purpose of verifying the impact it produces on the public. In the end, the final idea shines like a diamond, it is based on understanding our client and its market, and its communication power will have a strong impact.
IMPLEMENTATION
Implementing communication concepts require dynamic capabilities throughout the organization. The implementation of a concept – sometimes consisting of many communication channels – requires careful planning. The implementation includes a wide range of activities and products. For example, implementing a creative concept for print may require layout adaptations for magazines, newspapers, flyers or OOH – varying in sizes to hundreds of square meters. Implementation may include graphic design, digital design, web design, microsites, complex e-commerce websites, photo shootings, company presentation films, and interviews to capture vox populi. Web banners, Facebook tabs, content for interaction and growing the fan base are also a part of the implementation process. The main directions for the implementation of the creative concept: 1. Graphic design or website design Organizing events and other activities may also be part of the process.
2. Film production, photo sessions, web banners and content development
3. Media buying, managing relationships with bloggers, social channels and other influential opinions in PR campaigns.
MEASUREMENT AND ANALYSIS
With the start of every advertising campaign, we define performance indicators. We must be able to measure the success of all the marketing and communication initiatives we undertake. Bizmart has distinct tools for analyzing indicators revealed by advertising campaigns. Thus we can analyze customer behavior related to the actions we have taken. When it comes to web and social media, we use the best analyzing tools. We use data derived from consumer behavior to fully understand the relationship between the brand and the customer. This information leads to the development of new communication strategies to increase the potential for success.
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