Engage Your Customer

So you have a great product or service to offer. That’s good, but it’s only part of your business. Now you need to have a great marketing plan to attract and engage your customers.

Without customer buy-in, it doesn’t matter how amazing your product or service is. Your prospective customers need to see how your business offers what they need and will somehow improve their lives.  Most companies also depend on repeat customers, so engaging your current customers to help them buy-in over and over again is another key to success.

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Client Spotlight: Abram’s Bed

Abram’s Bed – The Safety Sleeper is a fully enclosed & portable bed developed by a mom who saw a great need in the special needs market place. During her own struggles with keeping her autistic son safe an night time, as he was prone to night wandering and other sleep issues due to his diagnosis, Rose began developing solutions to protect her son and give she and her husband peace of mind in the night. From that need and great innovation, The Safety Sleeper was born.

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Address Customers’ Concerns Before They Ask

One of the most important aspects of successful marketing is positioning yourself as an expert in your industry. The key to doing this is providing consumers with information they need to address their concerns before they have to voice those concerns to you. This is a proactive form of marketing that will help ensure you are recognized as a reliable leader in your industry. Here are some key action steps to take to achieve and maintain your expert status:

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Uncovering Customers’ Fears

Think about the last time you set out to purchase a vehicle. How did you make that purchasing decision? You went through four distinct steps. First, you became aware that you needed a new vehicle. Second, you searched for information. Third, you evaluated the alternatives and lastly, you made a purchase decision.

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Understanding Your Competitors From Your Customers’ Perspective

Regardless of what your product or service is, understanding what your customers think of both you and your competitors is key.  While you may have an idea of who your competitors are and what they do, ultimately you aren’t the ones making the purchasing decisions.  Fortunately, there are many ways to scope out your customers’ views and one of the easiest ways is through the use of social media.

Social media is defined as the interaction of people through online networks and communities.  Facebook and Twitter are the two biggest examples of social media, and both can be used to see what your customers are really thinking.

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Building A Relationship With Your Customers

Building a relationship with your customers has several advantages. From increasing perceived value to enhancing the overall customer experience, building relationships with your customers is crucial to your business’s long-term success. Unfortunately for most businesses, they are neglecting to consider the impact that customer relationships have on their business and ultimately their bottom line. In an interesting study conducted in the 2013 Customer Satisfaction Report, clients of over 200 IT companies were questioned about their loyalty. The study showed that one in six clients were “at risk” of leaving or cancelling their contracts because of customer service issues.

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Why You?

Differentiating your brand can be a seemingly difficult task in a world that is quickly globalizing. Social media, blogs, email, and search engines in general have broken the barriers in the business world as we know it. Target markets now have access to millions of companies that offer the same services or products that you do. So how do you distinguish yourself and set your brand apart from your competitors?

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Client Spotlight: Parallax

Parallax Power Supply is an electrical supplier to the RV OEM (Original Equipment Manufacturer) market. This company is a great example of going above and beyond in their customer engagement and communication. Although RV Dealerships don’t buy directly from Parallax, they recognize the importance of building relationships and communicating with dealerships to strengthen their brand in their industry.

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Re-Sharpen Your Brand

We’ve all heard of how companies achieve high rankings and exceed annual goals but then reach their decline. Several have experience the “fall” in terms of decreased performance, lower customer satisfaction, and unhappy employees. It is a seemingly never ending push to get out of a long-term slump. So how do you avoid this fallout?

To maintain an active leadership position in your particular industry, your peak performance has to be sustained to maintain the competitive edge that set you in that position in the first place. Consider these three ways to avoid potential fallouts and stay on top of your game.

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Do You Know Your Brand Voice?

Previously, we talked about how to separate your business from others in an extremely competitive world. Part of this process starts with knowing your brand voice. By having a distinguished brand voice, you have successfully began the process of building your brand to a whole new level. But what exactly is a “brand voice”?

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Developing Your Unique Brand Voice

Previously, we defined what your brand voice is and how it can benefit you. From simply being consistent and clear to showing your personal spunk, your brand’s voice can be what sinks or saves your business. But the next question that comes to mind is, “How Do I Develop My Brand’s Voice?” Here is the step-by-step process of developing your brand’s voice and taking advantage of what it has to offer:

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Maintaining Your Brand Voice Across All Customer Touch-Points

As a business in the 21st century, you touch your customers in many ways and through many platforms. They’ll see your catalog, e-mails, postcards, social media posts, website and even press releases. So how are you supposed to maintain your brand’s voice while trying to reach your target market on so many different platforms? Here are three tips to maintain your brand voice through all of your touch-points.

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Thank You!

Thank you for considering Element212 to support your digital advertising needs. Please check your inbox for an email from Element212 and answer our discovery questionnaire to help us create the best advertising strategy for your business.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.