When developing an integrated marketing and advertising strategy, a targeted media mix is important in reaching a company’s key demographics. But if the creative messaging doesn’t resonate with customers and prospects, the biggest and best media buy won’t incite action or impact sales.

A View from the Field™, or informal market research, produces qualitative data about how your brand is perceived in the marketplace. Interviewing customers and prospects and asking questions about your brand values, products and/or services reveals what is or isn’t working, consumer behaviors and hidden benefits about your products and/or services that were previously unknown.

With real time responses and authentic language, commonly used words or phrases describing the benefits are identified and can be used to creatively position the emotional selling message. The result is a powerful creative execution with imagery and messaging that reaches the right people and motivates them to take action, such that sales increase, profits grow and market share is gained. This feedback also provides insights into areas of your business or organization that can be managed before it’s too late (such as resources or budget), or provides opportunity to enhance or evolve a product/service to increase its competitive edge.

Want to learn how a View from the Field™ can increase your bottom line? Contact Orange Label today.

It is the mission of Orange Label to empower our clients such that they become THRIVING BRAND LEADERS. As part of this philosophy, we believe that our job is to help our clients become successful, resulting in powerful and growing demand for their product or service. One sign of a THRIVING BRAND LEADER is recognition by the outside world and we want to congratulate two of our clients that recently received recognitions of high honor in their industry.

 Orange Label client Greenwell Farms, a gourmet coffee producer located in Hawaii, was recently announced as the first place winner for their 100% Kona Coffee in the “Kona Division” during the Hawaii Coffee Association’s 2011 cupping contest! It is clear to see that Greenwell’s commitment to “proudly offering Kona Coffee to discerning gourmet coffee drinkers around the world” is not going unnoticed! For more information about Greenwell Farm’s award winning coffee, click here. To read more about the 2011 cupping contest, click here.

 The second congrats goes to Orange Label client, Daughters of Charity Health System, for being recognized by U.S. News and World Report Best Hospital Rankings for two Los Angeles hospitals! This ranking recognizes the stand that the Daughters of Charity Health System has made for providing the utmost quality of compassionate health care through its people and practices. To read more about the U.S. News and World Report Hospital Rankings, click here.

At Orange Label, we believe that exploring, comprehending and aligning on short-term and long-term goals is the first step to establishing and developing a successful marketing strategy. This insight is gained through addressing eight points that comprise an exploration process that we call the Orange Exploration™.

We invite you to use this as an opportunity to determine if your team is aligned at the “big picture” level. We invite you to address each point below and share your responses with your Leadership Team. Then, let us know how this process worked for you here on our blog or on our Facebook page. By sharing, you will be entered into a drawing to win a $25 American Express gift card!

The Orange Exploration™ Challenge:  Write your insights on the following areas…

- The Core Business Objectives
- The Key Marketing Objectives
- Marketing Limitations/Problems
- Salient Historical Contextual Facts
- Each Constituency to be Impacted
- Market Research Findings
- Business Sensitivities
- Competitive Landscape