Serfwerks is pleased to announce that it will be co-hosting the Marketing Tools v. Strategy webinar on with Griffin Hill on Friday, September 16 at 10 a.m. MDT. You can register for the webinar
The webinar reviews one problem small- to medium-sized businesses face when engaging in marketing activities. Almost ubiquitously, organizations that don’t have highly sophisticated marketing departments skip the strategic development side of their marketing and go straight the development of tools.
In this webinar, Nate Gibby, Serfwerks’ principal and co-founder, will break down some of the problems that are created when jumping straight to collateral development. He also provides several solutions as to how to avoid it, including a case study of one brand that implemented those strategies to achieve great success in a very crowded marketplace.
Webinar co-host and Griffin Hill COO Cameron Baird will also share several sales strategies to help organizations make significant improvements in their sales processes.
To participate in the webinar, you may register at GoToWebinar. The recording of the webinar will be made available online if you’re unable to attend live.
Both sections of the webinar feature a sample of the content both companies will be presenting at SMARTcon, a sales, marketing and technology convention to be held in Provo, Utah on September 29th, 2016.
Serfwerks’ principal Nate Gibby will be presenting at SMARTcon 2016 (#smartcon) on September 29, 2016 at the Utah Valley Convention Center in Provo Utah from 2-3 p.m.
Mr. Gibby’s presentation, titled Marketing De-mystified will focus on achieving significantly improved marketing results while avoiding the common pitfalls that so many companies fall into when developing out their marketing strategy. Where so many companies don’t know how to measure their marketing performance, or have a marketing strategy that consists solely of how to implement various marketing tools (not really a strategy), Gibby will present the “Measure. Create. Affect.” methodology to help you know how your marketing is performing quantitatively while developing salient strategies to make measurable improvements to marketing performance. By taking a case studies approach to strategic marketing development, attendees will learn lessons from local and national companies and learn the proper method to quantitatively evaluate marketing performance while developing a concise and salient marketing strategy.
SMARTcon stands for, Sales, MARketing, & Technology. SMARTcon presentations provide information to companies become more effective marketers while developing leads and creating loyal customers. Attendees will receive actionable information to increase brand awareness and gain market share. The convention also features networking opportunities, executive coaching and the SMARTAWARDS. In addition to Mr. Gibby, speakers for the 2016 iteration include Stephen M.R. Covey of Covey Leadership Center, Darin Adams of Infusionsoft, Bruce Rowe of Sebo Marketing and several others.
More information about SMARTcon can be found at http://smartcon.griffinhill.com.
For tickets, please visit http://smartcon.griffinhill.com/buy-tickets/. Those a part of the Serfwerks network can use promo code “Griffin Hill Friends & Family” for a discounted admission price.
The articulation of differentiation
As a Utah-based dance company, Salt Dance’s innovative approach to contemporary dance have attracted dancers and choreographers from around the globe. However, despite some of its groundbreaking methodologies, Salt lacked a clear articulation of its strategy and vision, which became a problem in courting potential donors/sponsors, choreographers and dancers.
“Serfwerks helped us develop a strategy that is key to helping us achieve our goals. It’s already transformed how we think about ourselves and how we present our vision to sponsors and the dance community.”
—Michelle Nielson, founder Salt Dance
Cover of Salt’s Donor Solicitation Proposal
Redefine the Category
When you compete in a mature marketplace, the key to standing out is to re-define the category. As such, Serfwerks developed a marketing strategy that positioned Salt in a new class of contemporary dance that clearly articulated the innovations in dance for which Salt strove. That strategy helped Salt transform an art form into a lifestyle that inspires choreographers, audience members and aspiring dancers to “emerge” into some new, innovative and better.
“Salt’s mission is now something that all of our stakeholders believe in.”
—Michelle Nielson, founder Salt Dance
Interior Spread of the Donor Solicitation Proposal
Articulate Your Key Differentiators
Serfwerks developed a corporate solicitation proposal that relied upon breathtaking visuals of dancers in some of Utah’s most iconic places. The minimalist elements reinforce the notions of evolution, change and emergence that are essential to Salt’s positioning strategy. The strategy was taken even further by a token stakeholders were excited to wear to promote the concept.
Another Interior Spread
“You know you’ve hit the mark when a key benefactor sees the proposal and the performance and tells us that we’ve nailed it.”
—Michelle Nielson, founder Salt Dance
Help Your Audience Understand The Key Difference You Make
As a provider of outdoor, man-made lakes, streams, natural pools and water features, Waters Edge’s primary marketing vehicle was an outdated web site that was difficult to navigate and featured great photography of its portfolio projects, but were presented in a way that didn’t do them justice.
Sometimes going to the lake isn’t enough. It’s then that the lake comes to you.
Landing Page of Waters Edge Site Featuring a Carousel of Portfolio Images and Vivid Project Categorization
Once engaged to develop a new web site, Serfwerks’ primary objective was to develop a site that adequately portrayed the serenity and beauty of Waters Edge’s work. With a foundational reliance upon portfolio photography, the design uses minimalist copy only to reinforce the message of the photography. The portfolio of the projects headlines the site, becoming a treat to explore.
Secondary Page of Waters Edge Web Site
The secondary pages let the work speak for itself by featuring a visual listing of projects that open to a gallery of the Waters Edge projects. Headlines communicate the communion with nature found when experiencing the water feature.
Gallery of Water Projects as Shown on Web Site
The web site’s galleries create a rich visual experience.
Starting from Scratch
Any time a company evaluates whether to become an exhibitor at a trade show, its primary concern is to be able to connect with their target audience. While well-established trade shows are a de facto line item of an exhibitor’s marketing budget, committing to a show with no history is a lot more risky. That created a bit of a dilemma for the first-year Endurance Sports Show as it needed to convince exhibitors to participate, even though it had no history. The Endurance Sports Show needed to prove to vendors that its event was sure to attract enough attendees that exhibitors couldn’t forego the opportunity.
“Serfwerks perfectly communicated our message and told the story about our industry perfectly.” —Shawn Snow, co-founder
Implementation of Marketing Strategy in Branding
Final Solicitation Proposal featured a Stitch Binding
Act Like You’ve Been There Before
The Endurance Sports Show contracted with Serfwerks to develop its branding and vendor marketing strategy. Instead of simply touting the benefits of exhibiting at the show, the marketing strategy we developed harnessed the passion of the athletes who participate in endurance sports. Runners don’t just like running—they practice it as religion. Triathletes don’t train for fun, for them a triathlon is a vehicle to defy the limits of human performance.
Not only did Serfwerks develop the branding for the event featuring, but also developed a vendor solicitation proposal that was used to solicit participation from prospective exhibitors.
“The marketing material Serfwerks created helped open doors and lead to new sponsorships and sales that we would not have had otherwise.”—Shawn Snow, co-founder
Interior Spread in the Proposal
Another Interior Spread in the Proposal
Attendees Viewing Demonstration
When needing to do something to fix a diseased tooth, patients are forced to make treatment decisions that could impact the rest of their life. With many complicated and technical variables to take into consideration, patients are frequently ill prepared to make the best decision for their unique needs.
“For there was never yet philosopher that could endure a toothache patiently.” -Shakespeare
Consequently, this infographic simplifies the various dental treatment options by visualizing the alternatives and their respective variables in an easy-to-follow, aesthetically pleasing flow chart. The strategy enables the endodontist to build value for the referring dentist by allowing customization of the infographic’s branding to match that of the referring dental office.
Front of Infographic Displaying Treatment Options
Back of Infographic Displaying Treatment Costs & Considerations
Even highly trained medical and dental specialists, such as an endodontist, have to compete for a scarce number of referrals from general dentists. However, when competing in something as highly technical as a complicated root canal surgery, how does one specialist create differentiation from other competing specialists?
Cover of Treasure Valley Endodontics Patient Education Brochure
Where many endodontists simply try to stay in front of dentists, Serfwerks helped Treasure Valley Endodontics develop strategies and tools to create meaningful differentiation. Rather than just claiming to partner with dentists in providing excellent care, Serfwerks’ marketing strategy went further. Treasure Valley Endodontics provided tools and strategies to both help dentists grow their practice and provide educational materials to help patients make better decisions about their dental care. Going further to actually help the dentists goes a lot further than simply sending gifts.
Interior Spread of Treasure Valley Endodontics Patient Education Brochure
As real as any medical emergency
Did that deadline escape you? Did you forget about the brochure you’re going to need for next week’s trade show? Never fear—Serfwerks offers its Emergency Marketing Service. We turn around your marketing project within 24-48 hours*. Our marketing and design specialists will attend to your marketing emergency and make sure that you have what you need when you need it.
Our emergency marketing services include:
- Marketing/Positioning Strategy
- Logos/Corporate Identity
- Brochures, Collateral (up to eight pages)
- Web Site (up to three pages)
- HTML Email
- Print Advertisements
- Press Releases
- Invitations & Announcements
- Point-of-Purchase (POP) Signage
- Expo/Tradeshow Graphics
- Copy Writing
- Creative Consultation
Your life may not be at risk, but your career may be.
*Restrictions and rush charges apply.
Yes, even obstetricians need to grow their practices, as finding pregnant women to patronize your clinic can be a difficult and expensive endeavor. Where previously marketing efforts had been limited to grass-roots efforts that simply touted, the clinic’s location and services, Canyon View Women’s Care contracted with Serfwerks to evolve its marketing sophistication and help the clinic present itself as the most desirable option in the area to have a baby.
The Product Life Cycle Applied to Obstetric Marketing
Understand Your Audience
Serfwerks began by researching the preferences and perceptions of women regarding their patronage of an obstetrician. The study found that approximately 80% of patients found their obstetrician based on a recommendation from a trusted friend of family member. Although the most effective at driving behavior, word-of-mouth is also the most difficult marketing vehicle to affect.
The study also found that 60% of the patients surveyed had switched obstetricians at least once. The most frequently cited reason for switching was a negative interaction with the obstetrician.
Findings from Patient Study Revealing Method of Selecting Obstetrician
Redefine the Category
When you compete in a very mature and established industry, you must find ways of differentiating yourself by re-inventing the category (see the Product Life Cycle image above). Where so many patients get treated as though they were just another number, Serfwerks’ strategy was based on creating an exceptional experience for the expectant mother. Juxtaposed to the way so many doctors treat their patients, Canyon View Women’s Care would deliver an exceptional experience by showing proper appreciation and respect for their role in one of the most important events in the life of a mother. They would also go the extra mile to celebrate the baby’s life in a way that would allow the mother to share her experience at Canyon View Women’s Care on her terms. That included a Canyon View-branded gender reveal card, complimentary photographs of the newborn baby, a photo time lapse showing the bump and more. These items provide unmatched opportunities for the patient to introduce Canyon View Women’s care to friends and family without awkward conversations or shameless sales pitches.
Scratch-off Gender Reveal Card Given to Patients to Share with Family & Friends
A Significant Difference
Preliminary reports indicate that the expectant mothers were delighted by not only the newfound approach of the medical personnel, but the photographs and the gender reveal cards were a huge hit.
Notecard Obstetricians Use to Write a Note to Patient After Preliminary Visit
You have an important story to tell, with a compelling rationale to back up your story. However, telling that story can get a bit complicated. Data Visualization (graphically demonstrating your data or process) is one of the most engaging ways to tell your complicated story.
Treasure Valley Endodontics’ Tooth Treatment Options Infographic
With Serfwerks’ infographic development service, we help you map out your story and/or process and represent it visually in a way that not only captures the attention of your target audience, but do it in a way that entertains them. From the whimsical to the scientific, Serfwerks can help you develop out an infographic that brings new life and interest to your story.
Marketer’s Milieu Infographic
Torch LMS Purchase Process Infographic