Global Market Research & Consulting, Growth Strategies - One-to-One Marketing: RONIN Corporation

One-to-One Marketing

RONIN combines its intimate understanding of the marketing process with its technical capabilities to provide marketing programs that are unique in their ability to establish meaningful dialogs with the prospect.

One primary type of marketing campaign where RONIN has unique experience is one dealing with various interactive techniques; the

programs collect data about a prospect's needs, compares these with benchmarks of other comparable companies and then produces a customized report, recommendations, or proposals based upon that information.

Each custom-designed program has proven to be a tremendous tool in the development of new business.

The traditional approach to campaign marketing involves the development of a single, generic message intended to appeal to as many members of the target audience as possible. The message tends be bland because it is "speaking" to a variety of prospects with a varying set of needs. To achieve differentiation and mindshare, the marketing materials will resort to flashy, expensive graphics to garner attention, but these alone do not generate revenue.

In RONIN's approach to targeted marketing campaigns, we treat each prospect as a segment of one, with messages that are specifically tailored to his/her needs. The messages are contained in a consultative report that provides value to the prospect. While consultative, this report is designed with a complete understanding of the client's sales objectives so that the report can be used to advance the sales process.

RONIN's one-to-one marketing programs include the following elements:

Campaign design
We launch the engagement with a thorough understanding of our client's sales strategy for the product or service being offered as well as a complete understanding of the offering itself. We'll develop a strategy if one is not already available.
Prospect identification and data collection
The prospect list can be developed from any of a number of traditional sources, including names from existing databases, purchased lists, and banner ads. The offer of the free, customized, consultative report is extended to each prospect upon completion of a brief questionnaire consisting of 10-20 questions. These questions have been designed to collect enough information about the prospect's environment to provide the needed input to the report.

At this stage we will also collect benchmark or best-of-breed data to use as comparative data in the report.

Report preparation
The report must provide valuable information to the prospect to continue the dialog, while continuing to advance the sales process. One-to-one marketing campaigns can be large, so an efficient means is needed for producing the reports. We have developed the RONIN Fulfillment Engine™ to meet all of these requirements. This sophisticated software composes each unique report based on the answers collected from the prospect, the comparison data, and rules that have been established for the type of text and graphical display that are to be presented. The Engine can produce reports in any pre-determined language, including those using double-byte character sets.
Report fulfillment and prospect scoring
Due to the sophistication of the RONIN Fulfillment Engine™, the reports are produced and sent to the prospect rapidly. In addition, each individual prospect is evaluated and scored for probability of sale. The report and score sheet are passed along to the appropriate sales representative.
Sales force briefing and follow-up
It is fundamental to involve the sales force in these programs. They need to understand the objectives of the campaign and the way in which the report can be used in subsequent conversations with the prospect.

Prospect tracking and reports occurs throughout the process.

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	One-to-One Marketing RONIN combines its intimate understanding of the marketing process with its technical capabilities to provide marketing programs that are unique in their ability to establish meaningful dialogs with the prospect. One primary type of marketing campaign where RONIN has unique experience is one dealing with various interactive techniques; the
	programs collect data about a prospect's needs, compares these with benchmarks of other comparable companies and then produces a customized report, recommendations, or proposals based upon that information. Each custom-designed program has proven to be a tremendous tool in the development of new business. The traditional approach to campaign marketing involves the development of a single, generic message intended to appeal to as many members of the target audience as possible. The message tends be bland because it is "speaking" to a variety of prospects with a varying set of needs. To achieve differentiation and mindshare, the marketing materials will resort to flashy, expensive graphics to garner attention, but these alone do not generate revenue. In RONIN's approach to targeted marketing campaigns, we treat each prospect as a segment of one, with messages that are specifically tailored to his/her needs. The messages are contained in a consultative report that provides value to the prospect. While consultative, this report is designed with a complete understanding of the client's sales objectives so that the report can be used to advance the sales process. RONIN's one-to-one marketing programs include the following elements: Campaign design We launch the engagement with a thorough understanding of our client's sales strategy for the product or service being offered as well as a complete understanding of the offering itself. We'll develop a strategy if one is not already available. Prospect identification and data collection The prospect list can be developed from any of a number of traditional sources, including names from existing databases, purchased lists, and banner ads. The offer of the free, customized, consultative report is extended to each prospect upon completion of a brief questionnaire consisting of 10-20 questions. These questions have been designed to collect enough information about the prospect's environment to provide the needed input to the report. At this stage we will also collect benchmark or best-of-breed data to use as comparative data in the report. Report preparation The report must provide valuable information to the prospect to continue the dialog, while continuing to advance the sales process. One-to-one marketing campaigns can be large, so an efficient means is needed for producing the reports. We have developed the RONIN Fulfillment Engine™ to meet all of these requirements. This sophisticated software composes each unique report based on the answers collected from the prospect, the comparison data, and rules that have been established for the type of text and graphical display that are to be presented. The Engine can produce reports in any pre-determined language, including those using double-byte character sets. Report fulfillment and prospect scoring Due to the sophistication of the RONIN Fulfillment Engine™, the reports are produced and sent to the prospect rapidly. In addition, each individual prospect is evaluated and scored for probability of sale. The report and score sheet are passed along to the appropriate sales representative. Sales force briefing and follow-up It is fundamental to involve the sales force in these programs. They need to understand the objectives of the campaign and the way in which the report can be used in subsequent conversations with the prospect. Prospect tracking and reports occurs throughout the process. Privacy Statement
	About Us - Marketplace Insight - Global Data Collection - Full Service Research One-to-One Marketing - How We Are Different - Case Studies - Market Research Software Locations & Contact Us - Employment Opportunities - High-Tech Sector Pharmaceutical and Health Care Industry - Market Research Firms - News Spot - Home ©2002 by RONIN Corporation