Marketing
No business can survive and last without selling its products, that is to say, without satisfying the needs of the customers it adresses.
At this point, the appeal to marketing is an imperative condition for success.
The role of the marketing function is basically to locate the needs and set up
the means of meeting them in a profitable way.
Synergy Business Development assists you in achieving this role through various activities:
• analysing the target market,
• adapting your marketing strategy, and
• mix-communication.
The marketing function fits into the adjustment of any organisation to its environment.
Analysing the Target Market
Synergy Business Development completes market research for its clients, by collecting and analysing the information relative to the markets the client depends on, with the purpose of establishing a basis for the marketing decisions to be taken according to the formal procedures built on the principle of using scientific methods in order to ensure the quality of this information.
Synergy Business Development places at your disposal all the sectorial information you need for your commercial prospecting:
• retail distribution services, franchise, VPC, etc.
• wholesale and middleman distribution services
• distribution equipment
• (transversal) services
• banking and finances, financial markets
• insurance
• tourism, hotel business, restaurants
• media and communication
• publicity, marketing, customer relations, sponsoring
• corporate and fiscal law, auditing, company consulting
• exploitation of the granted works or services
• real estate
• engineering
• education
• other services (research, mail services, etc.)
Synergy Business Development designs and helps you design your marketing strategy accordign to a sequential approach.
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Adapting your Marketing Strategy
When defined at company level, the marketing strategy requires the identification of the company's profession, followed by the strategic fields of activity (SFA) the company intends to work on.
• The marketing strategy at company level
Synergy Business Development helps you identify or close in on your profession before defining your marketing strategy with you.
The profession is defined as the know-how of a company, that is to say the distinctive skills it possesses and that give it a a special advantage
over the competition.
Identifying your profession does not imply you evaluate the competitive position of your company, nor detect the strategic choices you have to make.
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Therefore, Synergy Business Development will take into account, apart from your profession, the mix of your company's various activities or activity portfolio.
• The marketing strategy at activity level
Synergy Business Development will draw up an internal diagnosis for each field of activity by underlining its strong and weak points, both in an absolute way and in reference to the competition.
Then, Synergy Business Development will draw up an external diagnosis to allow you analyse the market of your company, in order to signal your opportunities and menaces, that is to say the success or failure factors that each activity is going to be confronted to.
After this double analysis and the conclusions that Synergy Business Development will come to, your company will be able to choose its development objectives for each field of activity.
• Identifying your competitive advantage
Before designing any strategic approach, Synergy Business Development will identify the competitive advantage of your business, which represents the basis of your competitiveness.
A competitive advantage appears every time you master a skill better than
your competition, and this skill is a decisive success factor in the considered field of activity.
Together with you, Synergy Business Development will define your strategic choice according to your ability to act upon the costs and/or differentiation from your competitors.
In order to identify your competitive advantage, Synergy Business Development will examine the various stages of your product and service planning, while underlining the line of values of your business and establishing how much your company manages to surpass the competition in creating an added value for the customer.
Marketing Planning
Planning is right downstream of the strategic process.
Resorting to a marketing plan allows you to provide the necessary coherence for the various designed actions, to follow their unfolding and to ensure that you have control over them.
Synergy Business Development helps you draw up your marketing plan.
• The notion of marketing plan
The marketing plan is a written document that resumes, for a given period of time, all the commercial decisions kept by the company. It represents the road to follow and respect for later action.
Thus, it facilitates the coherence and unfolding of activities that are relevant for marketing.
From this point of view, the plan is a reference point for all the people involved. It serves equally as a benchmark for assessing the results and accomplishments of the marketing function.
• The planning approach
Starting from the confrontation between the general business objectives, on the one hand, and the diagnosis of the company and its environment, on the other, the marketing objectives are formulated at the different levels mentioned above (the marketing function, the activity, the line of merchandise or the product).
For achieving these objectives, a strategy must be drawn up.
This strategy translates into means of action, lead times and provisional budgets.
• Monitoring the marketing plan
Monitoring is the final stage of any management decision.
It serves for measuring the possible variances between the intended objectives and the results obtained, to identifying the causes of these gaps, in order to carry out the necessary corrective actions.
Mix-Communication
Communication means the complex of signals that the company issues towards its partners in order to change their behaviour in a desirable way.
At this level, we can distinguish between the commercial objectives expressed as quantity of sales and the more qualifying objectives expressed as notoriety or image.
Choosing a communication policy demands determining, apart the objectives, the composition of mix-communication.
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An essential element of this mix-communication is publicity.
There are other means available to the company, as well: promotion of sales, direct marketing, sponsoring and patronage.
• The objectives of communication
These objectives correspond to the reactions expected from those individuals towards whom communication is directed.
These reactions were standardised with the help of various theoretical schemata based on the concept of hierarchy of effects.
• The levels of communication
Synergy Business Development helps you make your company the very object of your own communication.
Thus, we have come to the point of distinguishing four levels of communication:
• the product communication endeavours essentially to show the clients the
intrinsic features of the offered goods or services;
• the brand communication values rather the images and symbols that are linked to it;
• the company communication serves the purpose of describing, in an objective manner, the physical, socio-economic and financial features of an organisation, as well as its policy;
• the instiututional communication puts the accent on the system of values
of the company.
Synergy Business Development offers you the opportunity to define and redefine the complex of signals your company emits towards your partners, in order to transmit to them that information which is more likely to change their behaviour in a desirable way. |
Synergy Visual Identity
SBD takes consummate care of the entire domain of visual identity. We work to invent or discover symbols, typefaces, colours and styles that effectively translate your brand essence into visible, touchable reality.
What is it that you want to do?
How Synergy Business Development can help you?
- To renew your brand and corporate identity
- To develop your notoriety and to reinforce your image
- To promote your products and services
- To secure the loyalty of your clients
- To take part in a professional fair
- To find new customers or members
- To become a true trademark
- To motivate your collaborators
- Brand & Corporate Image Maker
The most visible symbol of the renovation of a company is the change of its logo.
Sometimes, a modest evolution of the logo is enough to make a considerable jump in time.
But generally, the rupture is necessary and imposes a radical change of the logo.
In addition, the appearance or the change of the signature also strongly accompanies modernization.
These decisions are not taken easily because the logotype is the most durable message
(5 years of life is a minimum) and more used by the company
At the time this to change your logo, think well of:
- to imply your collaborators (but attention, the consensus is the worst enemy of the audacity)
- to count all that carries your logo and to expect that your old logo will not have to cohabit with the new one more than 6 months.
- to replace your paper mill immediately (at the head and continuation of letter, chart of correspondence, telefax, documents administrative, calling cards…)
- as soon as you have your new logo, to communicate towards your customers (mail, booklets of explanation, gift marked with your new colours, cocktail, event…)
Our creation of a logo is quoted for that. You will have 3 preliminary drafts created specifically for you before choosing that which will be finalized and will become your logo.
You can also choose the option "3 logos + signature" and our team will seek the strongest words to differentiate you from your competitors.
We will provide technical assistance in order to:
- choose between the subtle evolution and the radical change;
- imagine an internal operation of communication;
- envisage the advertisement with your customers.
Synergy Business Development will be able to realize, if you wish, the production of your paper mill, the marking of your objects, the production of your clothing, and the creation of your booklets… in the best quality/price ratios.
Please contact us for more information.
Notoriety goes from "I do not know" with "I know very well"; the image extends from "I do not like" with "I like much".
To work the image and notoriety thus consists in implementing actions of communication in order to be known, understood, loved… and in order to encourage the target public to act positively towards your organization, your company, your products or your services.
Publicity, in the traditional meaning, i.e. exploiting the great media which are the press, the radio, television, posting and the cinema, remains the means more adapted to achieve these goals.
It is necessary however that your publicity makes the "ROI":
- “R” like Relevant, it must be adapted to your activity, your trade, your company and to reflect your personality ;
- “O” like Original, it must make it possible to differentiate you from others;
- “I” like Impacting; it must absolutely touch that which is aimed: customers, prospective customers, collaborators, partners…
Our offer "Publicity" is adapted to your need. It enables you to have in a few days a true publicity usable in varied contexts (press magazine, reviews professional, catalogue, directories…)
You fill the detailed brief constituting your schedule of conditions and we will propose a specific creation to you, with the messages adapted, completely to measure in its words and its images
We will help you to define the style which is appropriate best for the spirit than you wish to give and will advise you on the possible use of this publicity (variation of the messages, of the formats…).
Synergy Business Development will be able to realize, if you wish it, the technical production of this publicity, i.e. the manufacture of the offset films (films) and colour photographs, but also its reproduction in the shape of small posters or posters in the best quality/price ratios.
Please contact us for more information
You are the best ambassador of your products and services but you do not have the gift of ubiquity which would enable you to convince each one of your customers and prospective customers face to face.
The communication has this responsibility.
The exercise consists in building a speech of a coherent presentation, hooker from the start, simple, precise, articulated to go from your most tempting arguments to your most relevant information, accessible to all your interlocutors (in quantity and clearness).
The best of the supports is the printed document.
To build it, imagine that your reader will not read completely and of only one blow this document, it will be retained by hangs (the best argument) then it will sweep the titles and will return to the detail if it is interested by a first glance.
Thus think "levels of reading": what should say hangs it? Does it have to be followed of a prologue (text runs summarizing the speech)? Which would be the articulation and the titles of each chapter? What would contain each development?
Also think that in saying too much, one says nothing and that the quantity does not replace quality even if one is tempted all to explain.
Our edition offer contains the 5 supports which cover the near total of the needs for printed papers form.
Each one is sufficiently general-purpose to find in your communication several uses.
Our teams of originator-writers are not the authors of the content of the printed documents.
From your own texts, they will know - if you ask it to propose balanced texts, written in a sharp and clear style, and arranged so that the reader wants of all to read and… to know some more. If you did not still write anything, they will do it entirely for you.
Our graphic designers like to exploit this richness of the writing and to propose balances texts/images which animate each document perfectly and ensures the essential pleasure of the eye. They will also advise you on the possible choice of a photograph of animation which will cohabit perfectly with your own photographs.
Synergy Business Development will be able to realize, if you wish it, the manufacture of your documents printed by entrusting this spot to the one of its partner’s printers.
Please contact us for more information
All the organizations seek to transform their customers into faithful customers and to reach all the supplied energies that point are solicited.
But what is a faithful customer?
A customer can be described as faithful when it maintains his relation (commercial for a company, of adhesion for an association…) and better, when it increases it, without being encouraged there by compensation means of stimulation and while resisting the attempts of competition.
The immense field of the strategies of development of consumer loyalty itself it is not a question here to develop included in the inexhaustible subject of the client relationship.
More humbly, we will stick to two generating reports of simple actions and nevertheless powerful:
- Fidelity is a behaviour which deserves the recognition ;
- Fidelity, ever acquired, is acquired in time.
The recognition is visible when the statute of faithful customers is concretized by specific graphic elements: It can be interesting to that point reach to create an ad hoc logo or to arrange the existing logo to differentiate it.
The privileged, durable, regular relation is one of the engines of fidelity.
The tool of excellence to maintain this relation, apart from the meeting, is the mail, therefore in the professional framework, the mailing. It allows all the attentions: announce in preview, confidential information, offers privileged, invitation, etc.
If you launch out in a process of development of consumer loyalty, you will find at Synergy Business Development of the economic and very powerful tools such creation of logos, the design of supports of edition and well on the realization of mailings.
If you are already an expert of the development of consumer loyalty, Synergy Business Development places at your disposal a professional offer of an excellent ratio price/quality ratio.
In all the cases, you will profit from the talent of our artistic directors and of our originator-writers who know how much fidelity requires care, of implication and enthusiasm.
Please contact us for more information
- National & International Exhibitions
The participation in a professional fair is a tool of expensive communication (to the direct costs "the immobilization" of the collaborators is added) which can be very profitable if it is well prepared.
The shows in which one is present solely not to miss (presence undergone because of the practice) often lead to poor results.
On the other hand, studied well, it is one of rare opportunities which reverse the commercial initiative (it is the customer which returns visit and thus it is him the hero)
To make a success of your participation, think it in term of communication, like an event, i.e. consisted of 3 integrated stages: the effect of advertisement, behaviour itself (the presence) and exploitation.
The effect of advertisement concerns the collaborators (to fix a challenge, to describe the objectives, to envisage the attitudes to avoid the internal seminar on your stand) and the customers (invite in their giving a true reason to visit you).
The presence:
- static if one considers what makes "a good" stand: calm light, circulation, spaces, decoration (posters, logo, furniture, plants)
- dynamic when one assimilates the participation in a classical play (reception, presentation of the ones with the others, roles, attitudes, place of each one on the stand, in the alley or further…)
The exploitation is guided by the good direction: any visit leads to a business.
A contact on a stand must generate a contact after the exhibition. As in the life, a visit imposes later thanks.
Less obvious: think of the customers that you did not see (a simple mail deploring their absence and telling "your" fair is unforgettable). The spots are thus numerous. It is often effective to name a person in charge for the exploitation.
-à Many products of our catalogue meet your needs for participation in a professional exhibition, in particular all the products of edition (leaflets, document 3 shutters, plate) and our mailing offer (invitation, thanks)…
Our publicity offer is also an advisability more largely of communicating your presence, for example in your professional press. But also to exploit this publicity to draw from the small posters which will decorate your stand and will point out your message published out of press.
We thus propose you the perfect coherence of the supports of communication present on your "working" stand while them together.
Please contact us for more information
Those which today do not have relations with you tomorrow will become your customers or your members.
The road is long.
You will have stage after stage, to lead your new public to know you, to include/understand you, to appreciate you (you, your mark, your products, your services and your values) and finally, to act as you hope for it.
There are not absolute rules to reach that point, nor of universal tool.
It is judicious in all the cases to consider the whole of the supports at your disposal and to choose them according to their role.
Publicity (out of press, in the directories…) aims much more the seduction that information. The reader throws often only one glance there. Better is worth percussion being than talkative.
In complement, the supports of edition make it possible to be explained more amply. With each one of them correspond to a construction, a style, a particular rate/rhythm. A mailing is not identical to sale assistance or a booklet of presentation.
Nevertheless, to control the respective roles of these tools is not enough; it is also necessary to optimize the orchestration of the actions in time.
If you lay out of a sales force the sequence: publicity - > visit - > mailing of revival - > publicity is ideal.
If you do not have a sales force, more adapted sequence would be: publicity - > mailing - > publicity - > mailing of revival.
-à Our very competitive prices enable you to associate several actions to gain in effectiveness while respecting your budget, for example by carrying out publicity in addition to essential the mailing.
Our teams of originator-writers have a perfect command of all the registers of writing and will be able to adapt their feather to the various tools which you will have chosen by respecting their coherence.
You have the right to hesitate over the best arbitration of the actions to carry out. You can then benefit from the experiment of our directors of customers, during the telephone conversation included in each order.
Please contact us for more information
First of all, what is a trademark?
Very many definitions exist, but us will retain only one of them. A mark is a name or a symbol distinctive, intended to identify the products and services of a company and to differentiate these products and services from those of its competitors.
To be further summarizing it, a mark, it is a name which has the advantage to be recognized, appreciated, distinguished, preferred, and admired.
One does not become a trademark in one day.
This is a long process and which requires many efforts, perseverance and coherence in the choice of the actions of communication.
Indeed, a mark must express values and a personality.
It must have a territory which is quite ascribable for him, like Yves Rocher with nature, for example.
It must also create the conditions favourable to a relation of confidence, even of complicity with its customers.
It must finally make sure that all its forms of speech, whatever is the occasion, contribute to work a homogeneous and powerful image.
Attitude of its leaders to the telephone reception, of its plate of presentation to the conditioning of its products, all must support the expression of the trademark.
It is at this price that a name becomes a mark and can remain it.
The first characteristic of a trademark is to be identifiable. Its logo, its colours, its style must be immediately ascribable for him. Our offer of logo and graphic identity, matched with the possibility of having a signature to express your mission, your vision, your personality meets this need.
The second characteristic is to be known and recognized like expressing a benefit for your customers. Publicity, presses for example, is the ideal tool to speak and to express the personality of your mark. We know perfectly to do it. Our creations will be able to put forward original manner and impacting your values and your ambitions.
To go further and to detail on each occasion your way of exerting your trade, to make tempting your proposal by supporting you on a speech of mark built well, a support of edition as a document of 4 pages is impossible to circumvent.
Please contact us for more information
- Create synergy with partners
The subject so vast and is explored so much since the company exists that we will not have the madness to summarize it in some sentences here.
What we can affirm moreover is that the care taken to communicate towards his/her collaborators is essential to justify them. To succeed in this field, it is not necessary to resort to operations expensive, flashy, spectacular or terribly original.
The right tone holds into 4 S: Simple, Sober, Sincere and Sympathetic.
Consequently all the ideas are good if they pass successfully the test of the 4 S.
Please contact us for more information |
