Question

Topic: Advertising/PR

Launching A Marketing Consulting Company

Posted by Anonymous on 8/27/2008 at 9:12 AM ET 250 Points
Hi. I am planning a launch campaign for my company, a marketing and business development firm for the biopharmaceutical industry.

My target groups are generally R&D groups, who have started-up companies and are not very familiar with marketing, or consolidated pharmaceutical companies who are looking for R&D partners to feed their pipeline. The services of my company include corporate and brand strategy, product management, partnership strategy, all the way to creative services and implementation.

I am putting together a launch campaign with the objective to get in front of the customer for a formal capabilities presentation. I am planning to put together an e-mail, a front and back corporate brochure, and a telephone follow-up campaign to schedule visits.

All comments and suggestions will be welcome. Also, I think I need to provide a hook to make my services appealing, something catchy, or a freebie (no price promotion), or an upgrade. Any ideas?

You can check out my website at www.tpgbio.com
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/27/2008 at 9:45 AM Accepted
    You need to ramp up the "trust factor" for your company. They've got something worth marketing. Why should they trust their business future to you?

    In your "About Us" page, add a professional photo of you. As part of Alcon, what specific measurable results can you showcase?

    If there's more just you in the company, list them as well. The more degrees, experience, and data listed, the more trust you'll build.

    Also, provide case studies. If you don't yet have the information from work you've done, then identify some best practices that have been done/documented in the industry, and showcase them.
  • Posted on 8/27/2008 at 10:14 AM Author
    Thanks Jay. You are absolutely right about the fact that building TRUST is the key thing in this business. Yes, I need to add specific accomplishments in the "about" section of the website, and also add a professional picture..it is on my calendar, right after a haircut!
  • Posted by CarolBlaha on 8/27/2008 at 2:33 PM Accepted
    If you are planning a call back program to a mail piece-- first-- I think its too passive. If you insist on this, call, send and then call again. Or at least plan on the common stall-- your caller asks if they got the piece-- the suspect says no-- and then what do you do.

    Good salespeople must have good brochures and marketing collatoral, but they don't rely on it as their main thrust. They know, it can hold them back. Just sending a brochure gives the suspect an out (besides the one above) to simply say, "I know what you do and will call if I need you." This isn't true. No single brochure can portray you as you can.

    I would get on the phone and start setting appointments. Bring the brochure as a leave behind piece, but don't rely on it to generate interest.

    Sell Well and Prosper tm
  • Posted on 8/31/2008 at 2:28 AM Author
    Thank you all!. Carol, your comments made me rethink my sales strategy and will save some dollars by not doing a massive corporate brochure shipment. Great insight!
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