Look Before You Leap
Before you can attract customers into your sales and marketing funnels, it’s critical that your brand, value proposition and communications strategy is optimized to engage those audiences most likely to drive your success.
ReadyAim is a marketing consultancy focused on these strategic tasks in order to ensure the successful launch of any new product, service or marketing campaign.
Explore ReadyAim
About ReadyAim
It can be difficult to make an impact when you’re bouncing ideas off multiple layers of bureaucracy. And it can be just as difficult to build a meaningful brand and value proposition when you’re inundated with the challenges of running a business.
Whether you’re working to optimize an existing product or service, or just getting ready to launch, ReadyAim helps businesses define a clear and focused position on who they really are, and importantly, what makes their business unique and desirable for those audiences most likely to drive success.
Driving qualified leads into your sales and marketing funnels requires a clearly defined strategic path and holistic understanding of your brand’s place in the market. ReadyAim works with businesses to help prioritize, discover and deliver such critical elements as:
- Brand inspiration, purpose, values and promise
- Product or service brand differentiators
- Optimal brand architecture
- Your brand’s most powerful rational and emotional benefits
Outputs include, but are not limited to, your:
- Product or service positioning statement,
- Brand story,
- Visual and operational branding guidelines,
- Brand strategy implementation plan.
Why ReadyAim?
ReadyAim will help you build a firm strategic foundation before proposing a series of marketing tactics aimed at achieving your goals. Working together, we will find a way to influence how your audiences view your brand in a way that renders your competition irrelevant, or at least a distant second.
ReadyAim will help you determine your highest payoff efforts and your most pressing objectives based on where you want to be in a year, in three years, in five years – of even in a few months.
ReadyAim will help your business clearly explain the value of your product or service in the context of competitive options and tailored to appeal to specific buyer personas and best customer groups.
Small- and mid-sized business leaders are accustomed to wearing many hats; it can be difficult to spot the areas that require outside help. You may be able to set up your newsletter or create header graphics for your social media profiles, but this work is robbing you from your focus on higher priorities.
Too many business leaders focus on traffic and “likes” when the highest priority should be conversion. ReadyAim will help you figure out how to get visitors to your website and prospects that respond to your sales presentations. We’ll get traffic moving quickly once we’ve fixed your conversion.
ReadyAim will ensure that the proper metrics are tied to sales and marketing objectives.
About Art Reid
Art is a strategic marketer with 30+ years specializing in brand and value proposition development, as well as integrated communications – advertising, public relations and direct marketing initiatives – across both traditional and digital channels.
Art brings decades of experience in delivering insights that help businesses succeed by engaging their customers as well as often-forgotten audiences — employees, sales, investment and distribution partners. Art helps bring focus to complex marketing messages, aligning these messages across multiple channels and audiences.
Marketing Campaign ManagementArnold Worldwide & J W T New York, NY |
Responsible for directing the marketing and advertising efforts for such brands as Tonka Toys, Chef-boyardee, Nytol, Scott Paper and VISA (promoting PLUS ATM services to member banks). |
Brand & Corporate CommunicationsBBDO, Atlanta, GA
|
Led consumer and corporate communications initiatives for such brands as ADT Security, Wachovia (Trust and Treasury Services), AT&T and Georgia-Pacific. Principle architect of the Georgia Natural Gas retail launch, attracting over half a million new customers to form the nation’s largest deregulated utility. |
Sales & AlliancesDatagistics Internet Software Atlanta, GA
|
Director of Sales & Alliances, targeting online brands to optimize download speeds. Helped the firm attract over $10 million in venture capital and forge software pilot programs with such online icons as Lycos and Amazon. |
Business Development & Brand Managementthree Atlanta, GA |
Agency Director, responsible for branding and strategic marketing activities for such brands as Children’s Healthcare of Atlanta, UPS Business Services, Beautyrest, Shaw Floors, AGL Resources, Baptist Health and Georgia Power. |
Online Testing & ResearchMECLABS Research Institute / Marketing Sherpa Atlanta/Jacksonville
|
Sr. Director of Partnerships working with leading brands, including Verizon, Aetna and McGraw Hill; overseeing activities including Research Management, Test Execution, Hypothesis Development and Analytics to help improve the financial performance of online sales and marketing funnels. |
Take a Look at Art Work
Marketing Campaign ManagementArnold Worldwide & J W T New York, NYResponsible for directing the marketing and advertising efforts for such brands as Tonka Toys, Chef-boyardee, Nytol, Scott Paper and VISA (promoting PLUS ATM services to member banks). |
Brand & Corporate CommunicationsBBDO, Atlanta, GA Led consumer and corporate communications initiatives for such brands as ADT Security, Wachovia (Trust and Treasury Services) and Georgia-Pacific. Principle architect of the Georgia Natural Gas retail launch, attracting over half a million new customers to form the nation’s largest deregulated utility. |
Sales & AlliancesDatagistics Internet Software Atlanta, GA Director of Sales & Alliances, targeting online brands to optimize download speeds. Helped the firm attract over $10 million in venture capital and forge software pilot programs with such online icons as Lycos and Amazon. |
Business Development & Brand Managementthree Atlanta, GA Agency Director, responsible for branding and strategic marketing activities for such brands as Children’s Healthcare of Atlanta, UPS Business Services, Beautyrest, Shaw Floors, AGL Resources, Baptist Health and Georgia Power. |
Online Testing & ResearchMECLABS Research Institute / Marketing Sherpa Atlanta/Jacksonville Sr. Director of Partnerships working with leading brands, including Verizon, Aetna and McGraw Hill; overseeing activities including Research Management, Test Execution, Hypothesis Development and Analytics to help improve the financial performance of online sales and marketing funnels. |
Take a Look at Art Work
Brand Experience
Process is Driven by Your Needs
Review Category & Competition
Review of the market conditions and alternative choices as seen by potential customers; study of relative brand offerings in the category.
Identify Target
Customer Segmentation Analysis to define the audience for which your brand is always the best choice -- defined in terms of demographics, geography, attitudes and values.
Gather Insights
A review of all we know about best audience groups and their functional and emotional needs.
Identify Key Benefits
Identify differentiating functional and emotional benefits that motivate trial and purchase among best audience groups.
Establish Values & Personality
Articulate what your brand stands for and believes in -- a filter through which brand decisions are made.
Develop Value Proposition
Identify and articulate the key driver for choosing your brand -- core value proposition as well as product- and process-based statements.
Confirm Reasons to Believe
Identify and catalogue the proof offered to substantiate your brand positioning
Develop Brand ID
Develop logo, imagery, typeface and look & feel as reflection of brand and value proposition.
Establish Brand Guidelines
Creation of a guide and standards to direct design and messaging of ongoing communications.
Ongoing Adjustments & Optimization
Services Include
Brand Audit & Research
A ReadyAim brand audit takes the time to asses your current reality; how employees and customers view your brand, how it’s positioned, what functional and emotional value it creates for your best audience groups, and what you are doing every day, across your business, to align around that position.
Messaging Strategy & Positioning
Based on audit findings, ReadyAim works toward identifying your ideal brand—a clear purpose beyond making a profit. This allows us to create the right value proposition for your target audience, expressed in your unique voice and tone. Captured in a single page -- your brand “cheat sheet,” these key components drive every brand decision going forward.
Brand Architecture
When launching a new brand or working through an acquisition or merger, it can be difficult to determine which corporate and product brands should take the lead. ReadyAim will help you evaluate the equity in each of your brands, business units and/or divisions, and organize the best way to present your brand to the market.
Brand Voice & Messaging
Owning a unique personality and brand voice is a great way to stand out. After developing your distinct voice, ReadyAim can help you communicate who you are and what you offer in clear, consistent and compelling ways.
Identity & Design
Your brand’s visual identity is a complete system of marks, colors, typography, and visual elements that represent your unique look and feel. The logo is the single most important mark in your identity, so ReadyAim will give it a lot of attention to make sure it’s on target.
Launch & Optimization
With your optimal value proposition and brand foundation in place, ReadyAim, in partnership with a trusted network of skilled resources, is equipped to launch your product or campaign, providing executional excellence and ongoing optimization to ensure your message remains meaningful and relevant to best audience groups.