Better Your Odds of Success
Meet Your Competitive Advantage
Maranex, a nimble and contemporary research consultancy, will complement your marketing efforts with audience insights gleaned with tried-and-true methodologies and experience. Plan on development, execution and measurement of campaigns with sure-footedness, grounded in target validation. Look forward to repeatable successes and working with people who put you and your bottom line first.
RELEVANCE
Yes, it is possible to understand what’s most important to your organization, customers and prospects. It is also possible to know if what you are planning will engage and simultaneously satisfy your objectives. Maranex’ proprietary database, an on-going accumulation of customer reactions to diverse campaigns, allows us to give your campaign and messaging ideas a relevance reality check, before expensive executions.
Working consumer, client, patient and/or employee feedback into your developmental process, appropriately and affordably, will dramatically improve your odds of success. From quick testing of reaction to ideas, to ensuring your products are working as intended, to validating positioning or activation concepts, to defining proprietary and competitor reputations, to executive interviews, we’ll help you make decisions that add up to win after win.
Creative is the surest way to control your own destiny, certainly converting media/medium reach into message understanding and positive target engagement. But, creativity is not the exclusive domain of the creative or art director. Creativity starts with the marketing idea itself and continues through selection of the right tools in the marketing toolbox and then matching them with proven rules in message execution.
Underlying construct of a branding campaign is not the same as an activation message, whether promotion, sponsorship or event, and the success potential of each can be measured both before and after launch. Employee or product user communication is different yet again.
CREATIVE
Case Studies
Three Keys to Sponsorship Branding Success
Done Well, Sponsorships Can Positively Add to a Brand
Benefits of sponsorship can be many:
- a platform for brand advertising and activation;
- emotional connection;
- featured products racing off the shelves.
Three Keys to Sponsorship Success
In consideration of sponsorship, whether sports, cultural, charity or other, consider these three branding keys, all knowable with research: Legitimacy, Humility, Longevity.
Legitimacy
People should instantly feel a connection between the brand and the sponsorship entity, or at least readily accept one after an explanation.
Humility
The sponsor is not the hero; the sport or culture or cause is, or its participants and supporters.
Longevity
Successful sponsorships are seldom (if ever) one and done; they take time. If you ask someone to name an Olympic sponsor, chances are you will get Coca-Cola, a worldwide Olympic sponsor since 1928, or VISA (1986).
Legitimacy and humility are closely linked and so, as with all messaging, creative is a very important element to success.