linx portfolio highlights and capabilities feb 2013

Linx Capabilities and Creative Portfolio Highlights

Linx Capabilities and Creative Portfolio Highlights

Linx Communications631‐361‐[email protected]

© 2013 Linx Communications Corp. All Rights Reserved

Creative Portfolio Highlights

(Please see our Capabilities Deck at the End of The Creative Portfolio)

Creative Portfolio Highlights

(Please see our Capabilities Deck at the End of The Creative Portfolio)

Portfolio ElementsPortfolio Elements

Branding Websites E‐Mail Campaigns Direct Mail Campaigns Social Networking/Misc E‐Marketing Collateral Trade Advertising Consumer Advertising

3

BrandingBranding

WebsitesWebsites

Email CampaignsEmail Campaigns

Direct Mail CampaignsDirect Mail Campaigns

Social Networking/ Misc E‐MarketingSocial Networking/ Misc E‐Marketing

CollateralCollateral

B2B AdvertisingB2B Advertising

Consumer AdvertisingConsumer Advertising

For Video Work

Clickhttp://www.youtube.com/user/linxcommunications

For Video Work

Clickhttp://www.youtube.com/user/linxcommunications

Linx Capabilities SummaryLinx Capabilities Summary

Our VisionOur Vision

The Linx ModelThe Linx Model

• Linx is a Hybrid Model Which Unifies World Class Strategic Consulting with Cutting Edge Design and Marketing Communications

• The Results are Unique “Market Driven Business Strategies” that Look at Needs from Prospects’ Viewpoints, Leveraging Existing Capabilities and Assets

• Linx Combines Decades of Real World Experience Serving Over a Thousand Organizations, with Continuing Executive Education from Harvard Business School and Yale School of Management to Deliver Best‐of‐Breed Skills and Unique Solutions to Small and Mid‐Market Organizations… Giving them a True Competitive Edge

The Result?The Result?

• New Opportunities – New Sales to Existing Customers– Leveraging Existing Customers into New Products and Services– Taking Advantage of Customers’ Relationships and Spheres of Influence– Enabling Better Use of Assets Such as Facilities, People, Technologies,

Capital, Culture and Relationships– New and Better Usage of Distribution/Selling Channels– New Relationships and Alliances

• Lowered Overall Cost of Doing Business– An Important Factor in a Down Economy

• A More Robust and Permanent Profitability Model

How Linx is DifferentHow Linx is Different

• From an Advertising Agency:– They Rely on Traditional Advertising Executions Because it is What

They Know– The Reach/Frequency Equation as a Stand‐Alone Model Does Not

Work as a Foundation Strategy• From a Marketing Consultant

– We Can Implement our Strategies if Desired– We Can Test, Pull Back and Adjust– We Can Participate in Risk/Reward

• From a Design Company– Art for Art’s Sake? Never!– We are Grounded in Business First and Foremost

• Speak the Language of Management• Understand the Mindset and Culture of Companies and Industries

Strategy… the Best ROIStrategy… the Best ROI

Market Driven Business Strategy

Strategy1000X ROI

Marketing10X ROI

Technology100X ROI

A marketing element should provide 10X ROI. Add in the efficiencies of technology and you bring that number to 100X ROI. But begin with a sound strategy and your entire program can deliver 1000X ROI.

Metrics Based ObjectivesMetrics Based Objectives

• To Achieve Overall Revenues• For Year 1 of $____ Increasing ____ % per Year for Years 2 – 5

• To Achieve Overall Profitability• For Year 1 of $____ Increasing ____ % per year for Years 2 – 5

• To have CMF of• ___ Customers 0‐6 Months• ___ Customers 0‐12 Months • ___ Customers 24 Months

• To Have a Pipeline of ____Prospects• To Achieve a Cost per Lead of $___ for Year 1 Reducing ___% for Years 2 –5

Combining Business Silos to Create a Customized Program

Combining Business Silos to Create a Customized Program

Deliverables SynopsisDeliverables Synopsis

• Market Focused Business Strategy – The development of a research based model with clearly defined targets and low cost go‐to‐market strategies.

• Research – A comprehensive view of current and potential markets from a qualitative and quantitative viewpoint.

• Unique and Practical Strategic Tools – Segmentation Matrix, Value Chain, Competitive Positioning Quadrant, Marketing Efficiency Funnel, SWOT, Designed Experiment, Lifetime Referral Value

• Market/Channel Development – Identification of new markets and distribution options for existing and/or new products.

• Partnerships & Alliances ‐ Identification, assessment and negotiations to leverage the capabilities of existing organizations in new and potential markets and channels.

Deliverables SynopsisDeliverables Synopsis

• E‐Marketing Development – Interactive technologies that help build better business models, including keyword analysis, vertical landing page development, comprehensive analytics, e‐comm modeling, web site creation and back‐end integration.

• Branded Services – The development of proprietary services that add incremental value to current product and service offerings.

• Product/Service Design and Extensions – Intuitive conceptualization and approaches to creating product differentiation and brand building through design.

• Branding, Creative and Advertising – The tactical execution of our innovative communications strategies including Drive‐To‐Web tacticals through the innovative use of both offline and online properties.

• Media and Promotional Programs – Strategic planning to buying with a specialty on creating unique on and offline multi media, tie‐ins and trade programs.

ToolsTools

The Segmentation MatrixThe Segmentation Matrix

• Understand Your Market and It’s Motivations is Critical to the Success of Your Marketing/Sales Initiatives

• Segmentation Matrix Delivers The Who, What, Why, How and Where of Your Marketing Program

• Enables the Organization to Understand what Value it Delivers for Each Unique Customer Type and How/What to Communicate

• Defines the Value Propositions, Offers, Go‐To‐Market Strategies and Target Characteristics for Each Target/Sub‐Market

• Creates Buy‐in Across the Entire Organization and Allows for Consistent and Motivational Communications

• A Finely Crafted Segmentation Matrix is a Marketing Plan on a Page

The Segmentation MatrixThe Segmentation Matrix

Risk Mitigation

Go To Market Approach

Value Propositions

Pricing/Offers

Target 1 Target 2 Target 3 Target 4

Can Be Defined in Multiple Ways, Creating Multiple Matrices

Lifetime Referral ValueLifetime Referral Value

• Linx Develops Your Lifetime Referral Value… a Quantification Based on Appealing to Your Customers’ Spheres of Influence or Referral Network Rather than Spending to Resell the Same Customer Multiple Times

• Delivers a 8 to 10 Multiple ROI Compared with Traditional Lifetime Value Programs

• The Ultimate Retention Cultivation Tool… Leveraging Targets who Have Already Bought into Your Brand in a Revolutionary Way

• Proof of Concept from Harvard Business Review

Customer Master File AnalysisCustomer Master File Analysis• Your Customer Master File is the Single Most Important

Asset You Can Have in Your Business• Linx Examines, Analyzes and Communicates to Take Full

Advantage of the CMF’s Potential• Data Mining• Siloing/Grouping• Establishing Patterns• Comparing Behaviors to the Norm

• Examines Market to Match Past Successes and Potential Trending to Develop New Customer and Prospect List

• Integrates into Automated CRM Programs to Provide Actionable Programs

Messaging HierarchyMessaging Hierarchy• Three Levels of Messaging

– Marketing: allows the target to sift through the multitude of information and recognize your message… whether or not they need that particular service at that exact moment

– Selling: communicates the core competency of the company and the ability to meet the base needs of the client, and as a result develops an emotional reaction that says internally, “yes, they can do this for me.”

– Technical: the specs, features, benefits, etc. Of the product/service set that ensures delivery on the promise made… and closes the sale

• The Vast Majority of Businesses are Never Heard above the Din– The typical American experiences 6,500 marketing messaging

every day– Most businesses market using technical messaging

• Linx Defines and Strategizes the Correct Hierarchy of Messaging to Maximize your Success

Branded Services™Branded Services™

• Linx Helps Your De‐Commoditize Your Commodity Business…• Migrating Your Existing Service Set into Specificity in the

Marketplace and Barriers to Competition • Little to No Change or Additional Cost to Your Operational

Structure• Creates Talking Points and Differentiation for the Sales Force• Can Improve Closing Ratios

The Importance of AnalyticsThe Importance of Analytics• Today, World Class Fortune 500 Companies are Succeeding Based on

Developing Metrics and Understanding Analytics• SMB Companies That Take this Initiative will Invariably Beat Competitors

Who are Not Thinking and Planning on this Level• What Does it Take? Linx Helps You Develop a Comprehensive

Understanding of the Market, Trends and Your Place in it Through:• Primary Research Among Prospects, Current Customers, Old

Customers, Etc.• Secondary Research to Develop Benchmarks• A Deep Dive into Online Analytics that Yield Incredible Data• An Honest Assessment of the Culture and Attributes that Drive Your

Business and Provide Value

The Designed ExperimentThe Designed Experiment

• Direct Response is the Most Pinpointed Marketing Execution, but also the Most Expensive CPM

• Human Nature Makes Direct Marketing Programs Unpredictable• Targets are Inundated with Information and Mail

• Directed Response Allows Marketers the Ability to Test as Many Variables as They Need to at a Fraction of the Cost

• Testing Four Variables: List, Copy, Format, Frequency Would Necessitate 256 Splits (If You Even Had That Many Names)

• We Bring This Down to Eight Splits• Test any Medium (Print, Electronic, Broadcast)• 95% Accuracy

Partnerships & AffiliationsPartnerships & Affiliations

• Linx Helps You Expand Your Channel by Sourcing New:• Distribution Partners• Affiliate Companies• Sales Channels• Resellers• Allied Products and Services

• The Goal is to Achieve More:• Feet on the Street• Mindshare in the Market• Evangelists for the Brand

Search Engine Marketing: SEO/PPCSearch Engine Marketing: SEO/PPC

• The Optimal Methodology to Leverage Your Online Efforts• Industry and Competitive Analysis to See What is Being Searched• Long Tail Key Phase Methodology• Increased Relevant Key Phrases for Products and Services • A Cost Effective Approach to Search Advertising through Pay Per Click

Campaigns• Search Engine Optimization Based on the Latest Algorithms from Google

and Yahoo• Sophisticated and Comprehensive Back Link Strategies• Development of Simple, Effective Offline Strategies to Bring Targets to

Specific Pages and Content within the Website

MailLinx™ E‐MailMailLinx™ E‐Mail

• MailLinx E‐Mail Marketing System• Completely Automated System with Pre‐Designed Template• Client Controls the Data• E‐mails Can be Sent to As Many Predetermined Targets Siloed into

Multiple Lists• InstaClick™ Though Alert Feature Lets Rep Know when Target Clicks into

Site, Where They are Within the Site in Real Time via E‐mail• Contact Info is Also Sent in E‐mail for Immediate Sales Opportunities• Provide Full Reporting of Results• Complete Analytics Show Click Throughs and Defined Goals

The Sales FunnelThe Sales Funnel

Target Awareness Level

Inquiry/Lead

Facility Visit

SalesConversion

Reach/Impressions

Comprehensive PlanningA Strategic Marketing Planning Document for Management


• The Marketing Plan Details How Business Objectives are Met– Short Term Early Victories – Positioning to Win in the Long Term

• The Plan Serves as the Blueprint for Going Forward Detailing:

– Analysis– Recommendations– Communications Items– Implementation Calendar (Benchmarks For Completion: Resource,

Timing)– Financial Plan (Budget Recommendations, Allocations and Cash Flow)

• All Aspects of the Plan Should be Reviewed and Adjusted Periodically as Market Needs and Company Deliverables are Always in Flux



• The Plan Typically Includes:– Situation Analysis of Current Market/Customer Breakdown/Trends

Based on Research– Target Market Sizing and Analysis– Audit of Past Marketing Successes and Failures– Competitive Analysis– SWOT (Strengths/Weaknesses/Opportunities/Threats)– Objective/Goal Development with ROI and Timeframe Benchmarking – Strategic Development– Channel/Affiliation Opportunities– Brand Launch/Awareness/Positioning Strategies– Development of Unique Marketing Messages – Execution of Creative Approach– Communications Tactics– Promotional Programs

Example Tactical ElementsExample Tactical Elements

• E‐Mail and Keyword Strategies• Offline Drive to Web Programs• Branded Service Identification Systems• Vertical Marketing Programs• Vertical/Horizontal Web Landing Pages with Specific Content• Dimensional Direct Mail• Affinity/Loyalty Programs• Frequency Direct Response Programs• On‐Demand Printing of Collaterals with Variable Information• Trade Show Traffic Building Programs • Thought Leadership Public Relations Programs

These are Just a Few of Many Traditional and Non‐Traditional Tactical Vehicles Utilized by Linx… Based on Budget, Expected ROI and Adherence to an Overall Strategic Plan

• Annual Report Design • Brand Development • Broadcast Production • Business Plan Development • Collateral Materials

– Sales Kits – Catalogs – Capabilities Brochures– Press Kits

• Co‐op Programs • Consumer and Business‐to‐Business

Advertising – Design – Campaign Development – Execution

• Database Marketing • Direct Mail

– Frequency– Dimensional

• E‐Marketing Programs– Website Design– E‐Commerce– E‐Mail Programs– SEO/SEM– Web 2.0 Executions– Intranet – Online Marketing/Affiliations

• Event Marketing • Identification Programs

– Corporate – Product – Event

• Media – Research – Planning – Buying – Post Performance Analysis

• Presentation Design • Product Launch

– Identification – Packaging – Product Design – Point‐of‐Sale Displays/Materials

• Public Relations Tie‐Ins– Event Planning

• Sales Promotions and Tie‐ins • Seminar Programs • Branding • Positioning • Trade Show Programs

– Theme Development & Tie‐Ins– Booth Creation – Traffic Building

• Video Production

Overall Tactical CapabilitiesOverall Tactical Capabilities

For More Information, ContactAndy JacobsMichael Smith631‐361‐4400

For More Information, ContactAndy JacobsMichael Smith631‐361‐4400

linx portfolio highlights and capabilities feb 2013

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