As a marketing partner,
MillerWhite places a high value on planning, a vital contributor
to the success of any business. Planning is crucial to a company’s
decision to launch a new product or build brand awareness.
The Brand Building Formula
As part of its proprietary protected formulated processes, MillerWhite
uses MW Fusion® for
building product or company brand awareness. Once you have developed
an integrated plan and defined your "pledge" or
unique selling proposition, it is time to communicate to your varied
target audiences. MW Fusion® implements
the formula that: public relations is used to build a brand,
advertising is used to sustain
a brand and interactive media is used to push or pull a brand.
Public Relations – Building
a Brand
Public relations is the channel most often used to begin building
a brand – it is the planned process to influence opinion.
This service line develops strategies, reaches audiences and builds
relationships for clients through earned media, community and
consumer relations, grassroots campaigns and public affairs.
Advertising – Sustaining
a Brand
Advertising is the channel most often used to sustain a brand or
drive traffic for an established company. It persuades with convincing
communication and creative elements strategically placed in the
media to reach the targeted audiences. For radio and television
advertising, MillerWhite uses MRP Smart-Plus software, which analyzes
Arbitron and Nielsen ratings, to achieve maximum
reach and frequency.
Interactive Media – Pushing
or Pulling a Brand
The Internet offers businesses perhaps the most versatile channel
to support a business goal or marketing strategy. Company web
sites are being used as the first interview, to make direct sales
to consumers, to facilitate interaction between wholesalers and
retailers and much more. Interactive
media provides a cost-effective way to push your brand to the customer
or pull the customer to your brand, on a one-to-one basis not
normally achieved through other communication outlets.
Through MW Fusion®, we follow up implementation
with evaluation and fine-tuning of strategy and tactics as we progress
toward achievement of the client’s business goals.
|
