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OUR APPROACH


Do you need a new marketing approach that generates attention, speaks to your customer at the right moment, earns customer loyalty and proves the value of your marketing investment? That’s where we come in.

ClearMotive will position your business to generate the biggest return on your marketing investment. Then we’ll find people who are in need of your offering and help convert them into paying customers.

Guided by a deep understanding of ‘why’ and ‘how’ people buy, we use a marketing framework to generate demand - and sales growth - for today's connected customer.


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RESEARCH & BRAND<br/>STRATEGY

RESEARCH & BRAND
STRATEGY

At ClearMotive, crafting successful marketing campaigns starts with truly understanding your business.

You’ll notice we offer value at the first meeting by asking the right questions unique to your business. This requires existing expertise and our commitment to performing our due diligence ahead of time to understand your industry and the unique advantages your product or service provides.

The right strategy for your company will never be a turnkey template that worked for a similar client; it will be a comprehensive strategy that supports and aligns with your unique culture, values and specific, business-focused goals.

ClearMotive takes the time to understand your business by immersing ourselves in your culture and researching and interviewing your team members. The interviews we perform will be with your employees and may include:

  • Executive Team Members
  • Heads of Marketing and PR
  • Appropriate Sales Personnel
  • Appropriate Product Managers
  • Frontline Staff
  • Competitors and or Customers

ClearMotive believes every brand or marketing strategy requires a comprehensive overview of your business’ marketplace competition. When competition exists, it means there is a market for your business and that one or more companies or individuals have identified their own unique offering to serve it.

At this stage we’ll evaluate your competition and determine the strengths and weaknesses of each. The competitive landscape will shed light on new opportunities or identify mindshare already owned by a competitor that you might not be able to win. 

Your brand is comprised of a series of customer moments and interactions, therefore it is important to regularly analyze how your market feels about that experience and how it resonates across all touch points. This enables you to understand whether you’re communicating effectively, and whether or not you’re living your brand promise.

ClearMotive will assess how your brand is implemented into your current marketing programs to identify issues and weaknesses that are preventing you from generating more high-quality leads that become sales opportunities. 
Rather than focusing on marketing tactics like ads, channels, and conversions, it's most effective to start with the customer in mind. First, it's necessary to define the metrics that characterize a good customer: customer engagement, purchase history, sentiment and brand advocacy. Once these attributes have been defined, the customer lifecycle can be created to drive these metrics.

ClearMotive's first step in creating a customer lifecycle is to orient a business around a group of core concepts that build a measurable data framework. Customers will engage with the business on their own terms, and when they do, their digital and physical interactions must drive the attribution process. The customer lifecycle provides a framework for organizing these interactions to understand the behaviours across all customer journeys.

Our strategy team's best practice in designing customer journeys is to identify and define the "moments that matter". We will segment your market and create moments in order for your business to address the specific opportunities or challenges your customers face along their decision-making journey. These are significant moments that drive customer engagement, make customers want to shout brand praises from the rooftops, and create the desire to purchase your product.

Also known as core values, brand attributes represent the essence of your brand. They are a set of characteristics that identify the physical, character and personality traits of your brand. A strong brand will have the following attributes: relevancy, consistency, uniqueness, and proper positioning. In this phase, ClearMotive will document your brand attributes which convey the emotional benefit to your customer.

A strong brand should be positioned so that it makes a place in target audience mind and they prefer it over other brands. The value proposition and positioning strategy clearly articulates how you are different from the competition and that how you do business is what sets you apart. A strong brand should be positioned so that it makes a place in your target audiences mind and they prefer it over other brands. ClearMotive will validate your claims through a compelling story and separate you from the generic statements made by your competitors.
CREATIVE<br/>PLATFORM

CREATIVE
PLATFORM

Many businesses (and agencies) start their process here. It’s an easy mistake to make because humans love pretty pictures and excitement. Many believe these are enough to attract loyal customers. Don’t be mistaken: we really (really) enjoy the creative stage, but the businesses we serve understand the value of strategy and planning and how much more effective their investment is when they approach creativity with strategic intention.

Only after we’ve defined your goals, crafted a strategy and composed an irresistible message, will we roll up our sleeves and put on our artistic hats to create a series of powerful creative options.
A logo is for...identification

In today's world, logo design is totally underrated. Your logo is the first impression your customer has of your business. A company's logo is intended for immediate recognition, inspiring trust, loyalty and an implied credibility. Your logo is one aspect of your brand or economic entity, and its shapes, colours, fonts and images differentiate you from your competitors. 

Our creative team will work directly with you to create a unique and memorable logo that emotionally connects with your targeted audience. 
The sum of the parts equals the whole.

A brand's identity is the overall look and feel of all its marketing and communications material. Identity design is based around visual elements used within a business, usually assembled within a set of guidelines. The guidelines that make up an identity will administer how the identity is applied throughout the variety of marketing tactics and mediums, using approved colour palettes, fonts, layouts and measurements. These guidelines ensure that the identity of the company is kept consistent allowing the brand, as a whole, to be recognizable.

ClearMotive can redesign or refresh your existing brand and document it in a detailed Identity Guideline. All files and digital templates are delivered along with printed copies of the identity guideline. We can also create a digital brand guideline in the form of an online Wiki to improve collaboration and streamline brand management. 
Creating 'wow' creative.

ClearMotive has a team of highly skilled designers that support the design needs of your ongoing marketing efforts, ensuring consistency and quality with every piece. There is no B-team. We know that senior, experienced, subject matter experts is what is needed to ideate, create and deliver wow solutions to grow your business. 

We will facilitate any type of printing your business needs, from corporate stationary, product catalogues, brochures to annual reports and more. We work with local printers and well as trade printers to bring you the best quality products.
Great web design isn’t just about creating pretty websites. It’s a careful balance that starts with user experience, and ends in sales. 

Your website is the digital window for your brand. If your brand doesn't have a presence, or if it's not meeting best practice usability standards, you're letting your potential customers down and they won't hesitate to go elsewhere. A user-driven website is essential to remain competitive online but that's often not enough. The user experience goes much deeper than interaction; with web design, branding, layout, content, navigation and visibility forming important factors that could all affect conversion. 

ClearMotive creates effective websites with customers, conversions and search in mind. We strive for the perfect balance of aesthetic appeal, emotive content and usability, so your website drives conversion and represents the values of your brand. 

From eCommerce websites to landing page design, from responsive websites to mobile-only websites, our design team works closely with our SEO, content and technical experts to deliver custom web design solutions that work for you and your potential customers.
This is where our insights and planning come to life! As an agency focused on business growth, it is critical to write content that connects with your audience and evokes emotion and action. The most successful campaigns are not ones that generate creative awards; they’re the ones that achieve a carefully defined goal. Your goal may be to increase sales, generate awareness, or to attract a strategic partnership. Writing irresistible content is a deliberate process of hierarchy – and we’ve got it dialed in.

ClearMotive can handle all your content marketing needs including blogging, website and landing page copy, brochure copy, videos, email content, social media and more.
A brand's values linked to business strategy explain how and why a business can lay claim to its brand promise. These brand values also provide a framework that can be used to design and implement integrated systems, processes, measurements and rewards that align employee behaviors to the service culture that underpins your brand. This influences staff from the inside to adopt the skills, attitudes and standard necessary to meet customers' needs within a consistent delivery space, for example, "guaranteed overnight delivery". 

If your brand has strength and excitement, it gives employees a sense of identity, a feeling of belonging and makes them feel positive about coming to work. It provides a clear sense of common purpose and a strong customer focus. This becomes the movement to pull on-brand behaviour so they can perform in the best way they can for their customers. 

People who work in strongly branded companies understand what the company is promising, because the promise is actively promoted internally. Then, every time employees see their brand presented in ads and other marketing material, it builds their self-esteem and reminds them of the promises they are making to the public. It helps build commitment. 

ClearMotive can assist with building the communication and internal branding strategies needed to support the change required to fully meet your brand promise and values. 
CUSTOMER<br/>ACQUISITION

CUSTOMER
ACQUISITION

Contrary to what many believe, customer acquisition is not an art, but a science. People buy in certain ways, react to certain triggers and are happy to spend whatever it takes to satisfy certain needs and values they hold dear. Without a solid, effective sales conversion strategy – on and offline – your marketing activity will start to resemble the undesirable task of ‘trying to fill a bucket with a hole in the bottom’.

ClearMotive can create acquisition strategies, sales funnels and effective triggers for purchase that will have a profound effect on your bottom line.

By combining traditional advertising with a more digital centric, lead generative approach and adjusting your marketing to align with how people now buy in this social-digital age - we will ensure you maximize your return on investment (ROI).

We can manage every aspect of your marketing campaign - or just part of it such as print procurement, direct mail or search engine marketing – to provide strategies and creative which are guaranteed to maximize your lead generation and sales opportunities.
Traditional marketing defines a large category of tactics that incorporate the most recognizable types of marketing. Traditional media focused on a broad audience and became popular before the world was introduced to the Internet. While this category has been drastically affected by the invention and worldwide adoption of online tools such as computers and smartphones, it still provides an undeniably influential platform for those looking to reach out to a mass audience.

Generally speaking, traditional marketing tactics fall within one of these four main categories:

Print: These are hardcopy advertisements found in newspapers, reports, company newsletters, magazines, brochures, posters, billboards and other printed materials for distribution. 

Broadcast: The classic means of broadcasting include radio, television and movie theatre (or other large screen A/V) advertising.

Direct mail: This includes flyers, postcards, brochures, letters, catalogues, door hangers and anything else that can be printed and mailed directly to the homes or offices of consumers.

Telephone: This can include requested service or sales calls, as well as cold calling consumers over the phone.

ClearMotive can help you achieve success in a modern world using traditional advertising methods; but only after we work with you to identify which tactics hold the best potential for putting you in touch with - and eventually into the hearts and minds of - your identified audience.
What is this thing called ‘digital marketing’?
 

Digital marketing is the practice of using a broad range of specialized, electronic-based media to promote, advertise and sell a business' product or service offering. It includes:

  • Paid media (all digital paid channels including PPC and banner advertising)
  • Owned media (all owned digital properties, including websites and social media accounts)
  • Earned media (all user-generated content that references your brand positively on external social accounts via comments, ratings and reviews)
The digital space is massive. It needs to be dissected strategically in order to assess where, when, how and to whom you should test your marketing message.

ClearMotive will maximize your effective reach, engagement and conversion numbers through strategic audience targeting, and real time analysis across a mix of paid, owned and earned channels to reach your optimal mix.

At ClearMotive we know how to listen to your customers, AND we know how to use what we hear to deliver world-class, end-to-end user experiences with a seamlessly integrated marketing approach.

We do this by:

  • Ensuring that your brand message is always consistently integrated and delivered cross-channel
  • Engaging with, and listening to, the voice of the customer in order to answer them via the brand
  • Proactively changing the brand value proposition to fit what the customer is telling us they need
ClearMotive can help make the most of your technology investment. We can help you evaluate and select the right technologies from marketing and sales force automation platforms to data and content management systems -- focusing on building a business model that works for your business requirements. Then we'll help you implement and integrate them with your existing technologies and processes so that your marketing and salespeople can fast-track to doing their jobs better.
MARKETING<br/>ANALYTICS

MARKETING
ANALYTICS

Return on investment is a key metric for businesses. It is therefore, a business requirement for marketing leaders and budget approvers to understand which key performance indicators (KPI) their agency values, reports on and why, along with how they will mitigate against poorly performing initiatives.

It’s true that marketing agencies have the professional capacity to develop a marketing plan. It’s also true that few have the expertise and foresight to develop, run and manage a strategy that includes regular testing to facilitate quick mitigation and change. Fewer still have the ability to provide tangible forecasts against which to measure performance on agreed upon KPIs from the start of any campaign. We do.

Welcome to the new age of digital marketing: where strategy and data interpretation deliver measured and proven results across the various touch-points on your customer's decision-making journey.

Data is the foundation of sound business decision-making. But data alone is relatively useless. For data to be an effective tool that drives investment, ROI and profitability, it needs to be:

  • Analyzed in reference to your business objectives
  • Extrapolated by an expert who fits the facts to the data, not the data to the forecasts
  • Interpreted effectively to provide valuable and tangible insights

ClearMotive will audit your current marketing activity and include performance statistics on all, or some, of the following areas:

  • Brand stability
  • Lead conversion & quality
  • Website performance
  • Social media positioning & activity
  • Search engine and keyword ranking
We often speak to new clients who are discouraged by ambiguous or ineffective agency experiences where monthly costs far outweighed the value received. Marketing efforts fail when creative marketers lean on their own understanding or opinion to create art for their clients, instead of using data-driven insights to deliver strategically engaging content that inspires action. Every step of the purchase funnel, from awareness to post-sales service, needs to be measured regularly. The 'why' is simple: measurement allows us to constantly improve the consumer's experience, end-to-end, all the time.

At ClearMotive we use best-in-class industry analytic tools to gather robust yet detailed data, AND we know how to interpret it to provide you with actionable, data-driven insights for your business. 

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