Nowadays with the maturation of the digital revolution, marketing has changed dramatically and is in continual flux. We can do more with less, but now there’s more “noise,” with competition coming from all sides. Marketing your professional services or products effectively and knowing how well campaigns are performing is paramount to executive management.
In 2007, marketing was one of the largest industries, 1/10th of the US GDP at just over 1 trillion dollars. For such a large expenditure Pricewaterhouse Coopers found that “over 60% of companies’ value is comprised of intangible assets,” and there was little measurement reported. Brand value and brand equity are considered intangible assets, yet have the ability to influence customers to make purchase decisions. Now more than before, management asks CMOs and agencies like ours to report how successful marketing initiatives influence revenue and long-term brand equity.
Four Seasons Residence Club
With many of our clients we collaborate with the CMO and marketing managers. We had a long-term relationship with Four Season Residences Club whose offices were in Carlsbad. Over the course of our contract, we provided marketing, design and digital services for their residence properties, with special projects for their Carlsbad (Aviara), Costa Rica at Peninsula Papagayo and Punta Mita, Mexico locations. They hired us due to our extensive experience working in the hospitality and shared-ownership industries.
With a sell-out of the vacation residences, our work enhanced their return of marketing investment (ROMI) meeting both short-term and long-term revenue goals. The Four Seasons Residence Club brand continues to expand their properties with locations in Vail, Florence and Bora Bora.
AERO Group Lands Largest Contract
The AERO Group website is proof that professional services benefits from a comprehensive brand strategy. The proof is in AERO’s ROMI as we recently learned that they were awarded their largest contract in the company’s history.
With an 82% increase in site traffic and non-branded organic search up 60%, the website is boosting their brand awareness, adding value to their company today and for the long term. Howard Paige, VP of Business Development for AERO Systems Engineering, told us “…the website supports our sales cycle and I use the site as a business development tool every chance I get.”
Hope-Amundson Structural Engineers
Following the launch of their new brand and content-rich, SEO-friendly site in early 2013, Hope-Amundson dominates in organic search results. In one quarter, their site traffic increased by 76%, along with an increase in online inquires. Also, H-A’s rebranding and website campaigns were finalists for the 2013 SMPS San Diego Marketing Rockstars Awards. “We’re thrilled that the new website and branding elevates the position of the firm within the building industry,” said Jim Amundson, Principal. Also,
Leader in Hospitality PR Ahead of the Pack
One of our business partners, GBG & Associates, recently engaged us to redesign their website. With a 83% increase in site traffic since its launch, Georgi Bohrod’s company is now positioned as a leading shared-ownership hospitality PR firm in the country. She works with such prestigious clients as ResortCom International and Grand Pacific Resorts and has won many marketing and PR awards from American Resort Development Association (ARDA). “Comet Creative did a fabulous job with our website. They listened, they communicated, they made suggestions and took suggestions. They are great team players with a fabulous design style,” stated Georgi.
Other resources: Marketing Models by Gary Lilien and Philip Kotler; Return on Marketing Investment by Guy Powell; Marketing ROI by James Lenskold; branding_roi by eNumerys.com
