What Is Positioning in Marketing? Why Should You Care?

In plain English, positioning in marketing is the art (and science) of defining how your brand is perceived in the minds of your target customers relative to your competitors. It’s the answer to the question, “Why should anyone choose your company over all the others?” It’s not just a fancy term marketers throw around to sound smart. It’s carving out a distinct space in your customer’s mind for your business.

Why does this matter? Because if you don’t deliberately shape your position, the market will do it for you. A strong positioning gives your marketing direction and focus. It keeps you relevant to the people who matter (your customers) and differentiates you from that sea of lookalike competitors. In a crowded marketplace, standing out is your lifeline. Without clear positioning, you’re basically defaulting to “we’re just like everyone else, but hey, we exist!” That’s not a compelling pitch.

Positioning in Action: How a Little Razor Company Cut Down a Giant

Need proof that great positioning in marketing works? Look no further than Dollar Shave Club. Back in 2011, the razor market was dominated by Goliath brands like Gillette. The last thing the world needed was another razor company—until Dollar Shave Club showed up and positioned itself as the cheeky, no-BS underdog. Their viral video declaring “our blades are f***ing great” and their simple subscription model directly challenged the status quo.

Dollar Shave Club didn’t try to beat Gillette at its own game (endless blade technology jargon and celebrity endorsements). Instead, they reframed the conversation. They were the budget-friendly, convenient alternative for regular guys tired of overpaying for razors locked behind store cabinets. With a distinctive tone and clear value (decent razors delivered to your door for a dollar a month), they built a brand that stood out. The result? They grabbed a huge chunk of the market and got acquired by Unilever for $1 billion in just five years. Not bad for a little startup taking on a giant.

The lesson here is not that you should start swearing in your ads (please, don’t start yelling expletives in the boardroom on our account). It’s that a compelling, differentiated positioning can propel you from zero to hero. Even if you’re not in the razor biz, the principle holds: find an angle that sets you apart, and lean into it confidently.

The 5 Ps of Marketing Positioning (Your Building Blocks)

How do you actually develop your positioning? It helps to break it down into the classic 5 Ps: Product, Price, Place, Promotion, and People. Think of these as the levers you can pull to establish and reinforce your market position.

• Product: What you offer and how it’s different. Your product or service has to deliver on your positioning promise. If you position yourself as the quality leader, your product better not be held together with duct tape and wishful thinking. Consider features, design, and any unique benefits that set your offering apart.
• Price: What you charge and what it signals. Price isn’t just a number; it’s a message. Are you the affordable option or the premium choice? A low price can scream “great value” (or “cheap and low quality” if you’re not careful), while a high price can imply “top tier” (or “overpriced snobbery”). The key is to align price with the rest of your positioning. Don’t price a luxury service like a bargain bin special, or vice versa.
• Place: Where and how you sell. This is all about distribution and accessibility. Are you exclusive and hard to find (creating allure and scarcity), or everywhere and convenient? Think Apple Store vs. Amazon, or high-end boutiques vs. Costco. Your channels should support the image you want: a brand positioned on elite service probably isn’t sold at the gas station checkout.
• Promotion: How you communicate and connect. This covers your messaging, marketing channels, and brand voice. Are your ads buttoned-up and formal, or witty and irreverent? Promotion is the megaphone for your positioning, so make sure what you shout out loud matches who you say you are.
• People: Who you serve (and who represents you). “People” in the 5 P’s refers to both your target customers and your team. Know your audience so you can tailor everything to what they care about. And ensure your employees embody the experience you promise. If you position your brand as friendly and approachable, a grumpy customer service rep can torpedo that in seconds. People can make or break your positioning faster than you can say “one-star review.”

Each of these Ps needs to sing harmoniously in your marketing strategy. When they’re in tune, you create a coherent and powerful positioning. Miss a note, and customers get confused or, worse, lose interest.

Four Types of Positioning Strategies (Find Your Best Fit)

Not all positioning strategies are created equal. In fact, most winning approaches fall into a few broad categories. Here are four common types of positioning strategies with examples to help you figure out where you might fit:

1. Cost Leadership: “We’re the Best Deal” – This strategy is all about being the low-cost leader. You compete on price and aim to offer a similar (or acceptable) product at a lower cost than everyone else. Think Walmart’s “save money, live better” mantra or Spirit Airlines charging you for, well, everything (but the ticket is dirt cheap). If you can operate super efficiently and scale like crazy, cost leadership can win you a big slice of the market. Just remember, slashing prices without a plan is a race to the bottom—you still have to turn a profit.
2. Differentiation: “We’re Truly Unique” – Here you compete on uniqueness and superior value, not price. Maybe your product has exclusive features, the best quality, or a customer experience that makes clients feel like VIPs. Apple, for instance, positions itself on sleek design and an ecosystem that works well. They’re not the cheapest, and they don’t care. Their differentiation (and fanatical customer base) lets them charge a premium. For a mid-market example, think of a B2B software company that doesn’t try to be all things to all people, but instead offers one killer feature or service that nobody else does quite as well. Differentiation is your game if you can answer, “We’re the only ones who… [fill in the blank].”
3. Niche Focus: “We Serve These People Better Than Anyone” – Rather than going broad, you go deep. Focus on a specific segment of the market and become the undisputed champion of that niche. Imagine a company that makes software only for dental practices, or a bakery that’s all gluten-free, all the time. By specializing, you can tailor everything to that audience and often charge a premium because you fit like a glove. You’re basically saying, “We may not be for everyone, but for this group? We’re the best choice, hands down.” The risk: your niche has to be big enough to matter (and not fade away), and you need to know that segment inside-out. But when it works, it’s the marketing equivalent of being a hometown hero.
4. Product/Innovation Leadership: “We’re the Cutting Edge” – This is the strategy of being the innovator or quality leader. You position as the most advanced, most innovative option on the market. Think Tesla in its early days or Dyson in home appliances – brands that are always a step ahead. Customers come to you because they want the best or the latest and greatest, and they’re willing to pay for it. This strategy requires heavy investment in R&D and a tolerance for risk (today’s cutting edge can become tomorrow’s obsolete gadget if you’re not continually innovating). But if you can consistently leapfrog the competition, you earn a reputation as the market leader in innovation and set the standards others try to follow.

A cautionary note: you can’t be all things simultaneously. Trying to be the cheapest, most luxurious, and most innovative brand all at once will just make your head (and your customers’ heads) spin. Pick a lane, and execute it better than anyone else.

Stand Out or Fade Out: Your Move

Standing out isn’t a luxury, it’s a necessity. Positioning in marketing is the compass that guides all your branding, messaging, and strategy so you stay on course toward growth. Nail your positioning, and marketing becomes a whole lot easier (and more effective). Get it wrong, and you might as well be shouting underwater because nobody’s hearing you.

The reality is that defining and executing a strong positioning takes work and insight. It’s not a one-time task, and it’s certainly not something most over-scheduled leaders can whip up between back-to-back Zoom calls. This is where having some expert help in your corner can make all the difference.

Ready to sharpen your positioning and start claiming your spot in the market? At &Marketing, we offer a hands-on Messaging and Positioning Audit that will:

• Assess your current messaging and brand position – We’ll figure out where you stand in the marketplace and how you stack up against the competition.
• Identify your unique differentiators – Those magic ingredients that make your business special (and pinpoint where you might still be blending in with the crowd).
• Provide an action plan to sharpen your message – Think of it as a stress test for your brand message, with a blueprint to make it clearer, stronger, and more compelling.

Don’t let your business blend into the background. Reach out and let us help you carve out a market position that gets you noticed for all the right reasons. It’s time to stand up, stand out, and stay relevant, starting today.

The post Positioning in Marketing: How to Stand Out and Stay Relevant in a Crowded Market appeared first on &Marketing.

Audiences expect clarity and connection, but putting consistent and effective brand messaging into the market can be challenging. Our new eBook helps you understand the process of creating a strong and successful brand identity, walking you through:

• Aligning your voice across channels
• Standing out among the competition
• Using data to drive meaningful connections

Whether you’re new to branding or simply want to refine your strategy, this eBook helps you communicate your brand’s story with confidence.

The post 7 Steps to Creating a Powerful Brand Messaging Framework That Resonates appeared first on &Marketing.

You’re a marketer determined to cut through the noise, deliver your message, and have it land. But when you’re jockeying for position among an average of 4,000 to 10,000 ads that researchers estimate bombard us daily, how can you possibly compete?
Add the typical sales cycle of 6-12 months to close a deal, plus 60 calls sales reps average each day, and you can see the challenge of generating and converting leads into sales. One strategy that addresses these challenges? Referral partnerships.

Referral programs vs. referral partnerships

Referral programs (sometimes called referral partners) are individuals or businesses actively promoting your brand to their network. Unlike traditional referral programs incentivizing existing customers, referral partners often receive financial compensation for successful referrals.

These partnerships can include businesses in complementary industries or satisfied customers happy to advocate for your products or services. The partnerships often include a formal agreement outlining the relationship’s terms, like commission structures. 

Why invest in a referral partnership? Because your referral partner:

Should generate higher ROI because sales often have higher dollar value (though the initial lead may require more nurturing and time upfront)

Should attract higher-quality leads (even though the quantity may be less) that also lower financial risk because of their quality

Should offer greater accessibility for startups and small businesses

What is an example of a referral partner?

Referral partnerships are particularly effective for companies targeting highly specialized niches. The partners’ deep knowledge and connections within their respective fields can significantly enhance lead generation and conversion rates.

For example, a digital marketing agency could partner with an e-commerce platform to refer clients seeking online store development plus enhanced marketing services. Or a fitness studio might partner with a nutritionist to refer clients interested in more comprehensive health and wellness programs.

How to find a referral partner

IOne place to start looking for a referral partner is LinkedIn. You can source new partners like other agencies, fractional CMOs, and other professionals within your industry. If these potential partners are local, meet them in person, treating them to lunch or coffee. 

Another option? Attend trade shows or events, or ask for an introduction through a mutual acquaintance. Try participating in webinars, supporting their content, and offering to collaborate on events. Offer to guest-post where you can help with backlinks. 

Trust is essential, and building relationships is key to cultivating that trust. While it takes time, these relationships can become a powerful source of business.

What does a referral program do?

The best thing about partner referral programs is that they offer strategic advantages for businesses seeking growth and more effective customer acquisition. Businesses benefit by leveraging the power of word-of-mouth marketing and trusted relationships, as do their partners.

Increased visibility

Referral partners become brand ambassadors, promoting your business to their networks. This organic marketing approach is often more impactful than traditional marketing because it originates from trusted sources.

Targeted lead generation

Referral partners introduce pre-qualified leads who are more likely to convert—a targeted approach saving time and resources otherwise spent on prospecting and qualifying leads. Referrals often come with a built-in level of trust, increasing their receptiveness to a company’s offerings.

Shorter sales cycles

Leads introduced by a trusted referral partner tend to be more familiar with your brand. This familiarity can shorten the sales cycle, especially if potential customers already have a positive perception and general knowledge about your offerings, which may help encourage them to convert more quickly.

Enhanced customer loyalty

Referred customers often have stronger loyalty and higher lifetime value—16% higher than non-referred customers. They’re also 37% more likely to become repeat customers and brand advocates and make larger purchases.

Lower customer acquisition costs

The typical partner referral program contract includes compensation (referral fees) payable upon a successful referral—a much more cost-effective acquisition channel than traditional advertising and other marketing efforts. 

Access to new markets

Referral partners can introduce your business to new customer segments or markets you may have previously struggled to reach through traditional channels. Expanded access can help you grow your customer base and diversify revenue streams.

Enhanced reputation

The “trust factor” and brand reputation are a big deal. Positive referrals enhance your business’s credibility and reputation. When potential customers hear positive feedback from trusted sources, they’re more likely to perceive your business favorably. 

Stronger partnerships

Referral partners often introduce leads with pre-existing relationships, establishing a foundation of trust. By providing an exceptional customer experience, you can nurture these relationships, foster loyalty, and potentially turn these customers into new advocates. These partnerships can also create stronger industry connections, leading to collaborations, knowledge sharing, and other mutually beneficial opportunities.

How do you build a partner referral program?

When your customers already evangelize your product or service, giving it rave reviews and recommending others try it, it’s time to start a partner referral program.

1.Seek potential partners

Focus on businesses with whom you share a target audience—but who operate in a non-competitive sector. Consider companies whose customers would benefit from your offerings or whose products complement yours. Evaluate your existing customers who’ve expressed enthusiasm for your brand and have a solid professional network.

Public promotion may attract potential partners, too, but prioritize vetting candidates. Create a targeted email list and engage with prospects as you would with sales leads, and then:

• Introduce your referral program
• Provide relevant information
• Address their questions

2. Make the connection

After you create your list of potential partners, meet with them to discuss program details and demonstrate your products or services. While you expect value from a relationship, so will they—so think about how they will benefit. What else will they receive besides a commission and perhaps sending referrals to them?

Other incentives might include:

• Recognition programs like acknowledgment at industry events, awards, badges, certifications, or a featured spotlight on your company’s website
• Exclusive perks like VIP early access to a product or promotion—or a ticket to an exclusive event
• Priority access to customer service, support resources, or training programs

3.Write and sign the referral partner agreement

Formalize your relationship with a written agreement—a legal contract establishing the partnership that outlines the terms of the referral relationship, including referral fees and other incentives. While typically used in corporate settings, these agreements can also involve individuals and protect everyone involved.

Key elements of a well-crafted agreement should:

• Clearly define the types of leads your partner will refer
• Establish criteria for evaluating and qualifying leads
• Specify the compensation structure for successful referrals
• Delineate guidelines for maintaining brand integrity

4.Develop a smooth onboarding process

Position your referral partner for success with a well-structured onboarding system. Educate partners about your target customer profile, including their pain points and requirements and how your product or service addresses them.

Clearly communicate your process for handling referrals to show partners how you will care for leads they share. Provide comprehensive training on your brand message and representation, competitive differentiation, ideal client profile (ICP), product or service information, and selling points. Offer an essential onboarding kit that includes:

• Unique tracking links
• Landing pages or referral forms
• Promotional email templates
• Social media graphics and copy
• Other marketing collateral, if relevant

Providing a robust onboarding experience empowers your referral partners to effectively promote your brand and drive successful referrals.

5.Be responsive and communicative

Sometimes—especially in the beginning—your referral partner may need guidance on defining the proper target audiences or timing for sharing a referral. Or perhaps they’d appreciate support communicating your brand’s value proposition, selling points, or how your company’s products stand out from the competition. 

Proactive assistance can address challenges before they escalate (and frustrate) and increase the success of referrals. Reach out regularly to your partners to offer a helping hand and maintain open communication. Schedule periodic check-ins via email, Slack, Teams, Google Meet, or Zoom. 

At &Marketing we’ve found partner referral networks to be invaluable. Interested in learning more or joining ours? Contact us!

The post How to build a partner referral program appeared first on &Marketing.

While copywriting AI is a powerful tool for boosting productivity, it can’t replace the strategic and creative finesse that human copywriters bring to the table. The most effective copy comes from a balance of AI-driven efficiency and human expertise. In this blog, we’ll debunk some common myths we’ve seen floating around the Internet and explain how experts really use AI.

Reality Check: What Copywriting AI Can and Cannot Do

The capabilities of AI have evolved quickly, especially in automating some aspects of writing. However, while it’s true that AI can help you create better content faster, it cannot automate the entire process for you. Most importantly, it cannot do your thinking for you. Its primary value lies in brainstorming, generating rough drafts, and providing a foundation or inspiration that a human writer can build upon. If you want to use AI successfully, you should focus on areas where it can truly provide value:

Idea Generation

Every writer has days when the words don’t come easily. AI can combat writer’s block by suggesting blog topics, headlines, or alternative versions of existing copy to spot areas you can improve. For example, it can help brainstorm twenty potential blog titles for a new topic. You likely won’t want to use any of them verbatim, but you’re guaranteed to find a word or phrase that inspires you to create your own or a way to combine your chatbot’s ideas into something fresh and enticing to your audience. 

Fast Long-Form Drafts

Another way to combat writer’s block or just boost your efficiency is to use AI to generate drafts of long-form content. However, an experienced copywriter doesn’t stop there. The draft will need the application of an expert human eye, and not just for a cursory glance-over but to add essential elements like emotion, personality, voice, differentiators, readability, and deep understanding of the audience’s needs and desires. Plus, don’t forget the fact checking. AI loves to hallucinate.

Simple Short-Form Drafts

AI can handle basic, repetitive tasks like product descriptions or simple social media posts, allowing human copywriters to focus on higher-level, strategic content. But you still need to edit and polish. For example, when it comes to social posts, AI goes way overboard with emojis! 😁

In contrast, there are many critical elements of copywriting that AI isn’t advanced enough to replicate.

Brand Voice and Tone

AI-generated content often lacks the distinct brand voice or point of view that makes copy engaging. Because it is trained from existing content, it tends to sound generic or robotic, reusing the same words and phrases, which risks alienating your audience. It may even generate plagiarized copy. A few words that immediately identify a piece of content as AI-generated: 

• Unleash
• Unlock
• Revolutionize
• Transform
• Delve/dive
• Any reference to “today’s world” or “landscape.” 

Emotional Resonance

AI may understand language patterns, but it can’t understand human emotions. Copywriting often hinges on creating an emotional connection with your audience—a task that requires human empathy and insight. A chatbot doesn’t spend hours listening to your client or your brand leaders articulate their vision and values the way a copywriter does, plus its ability to comprehend empathy is limited to linguistic parameters — and it shows.

Strategic Thinking

Compelling copy isn’t just about putting words on a page. It’s about crafting a message that aligns with your brand’s values, speaks to your audience’s needs, and furthers your business goals. This level of strategic thought is beyond AI’s current capabilities. Instead of using AI to help you create a strategic marketing plan, create your own and try asking whether it can spot any inconsistencies or missed opportunities.

Factual Accuracy

AI is known to make up information (known as hallucination) and even cite articles or events that don’t exist, so a human writer must fact-check everything. ChatGPT, for example, can only access information from before September 2021, so it can’t alert you to new developments or trends.

The Danger of Over-Reliance on Copywriting AI

AI is an excellent tool for improving efficiency and productivity, but over-reliance on it can backfire. When we rely too heavily on technology, we may be unable to produce the same level of work if that tool becomes unavailable. Our expectations for high quality may also fall by the wayside if we focus too heavily on the benefits of efficiency. That’s when we risk losing control of our content’s quality, tone, and effectiveness.

From an SEO standpoint, AI-generated content poses risks as well. Websites that rely on generic or repetitive content may see their rankings suffer. AI’s tendency to generate content that lacks depth or originality, combined with some marketers’ willingness to use that content as a final product, could cause businesses damage to their brand’s reputation. That’s why experts always use AI as a copywriting assistant, not as a copywriter itself.

Is AI Replacing Copywriters?

By now, you’ve probably guessed that our answer to this question is Definitely Not! AI can assist with tasks that require speed and repetition, but it can’t replace the creativity, emotional intelligence, and strategic insight that human copywriters provide:

• Originality: AI repurposes existing data and patterns, but human copywriters create original content tailored to your brand’s identity and audience.
• Emotional Connection: Copywriting is about forming a connection with the reader. Only human writers can craft stories that resonate on a deep, emotional level.
• Strategic Thinking: AI might help with execution, but it can’t replace the strategic decisions involved in creating content that aligns with your business goals.

Ultimately, AI and human copywriters work best in tandem. AI can speed up the process and make brainstorming easier, but the final product still requires human creativity and insight to make it truly impactful.

Looking for Copywriting Experts Who Know How to Use AI the Right Way?

AI is a powerful tool that can enhance the copywriting process, but it’s not a replacement for human creativity. Businesses that combine AI’s efficiency with human expertise will have the competitive edge, producing content that is both efficient and deeply engaging. As you consider your next copywriting project, remember that AI can provide the draft, but it’s the human touch that turns it into something remarkable.

Stay future-proofed by learning about emerging technologies and evolving ethical practices in AI, and position your brand to thrive in the digital marketing landscape by embracing the AI revolution and using it the right way to your advantage. 

Want to chat with our team about where to lean into AI and where to get our help? Just reach out!

The post The Truth About Copywriting AI: Why Human Writers Are Still Essential appeared first on &Marketing.

This blog will explain why the Stanley Cup Quencher is so popular, how Stanley used the cup to expand into a totally new target market, and our top takeaways from the Stanley Cup marketing strategy.

Stanley Cup Marketing History: The Quencher Launch

More than a century old, Stanley was founded by William Stanley Jr. in 1913, who invented the steel vacuum insulated bottle technology that maintains hot or cold temperatures for hours. The brand has been popular with outdoor enthusiasts and the construction industry thanks to its durability and practicality, the focus of Stanley Cup marketing for decades.

The Quencher was launched in 2016 but didn’t find much success with Stanley’s mostly male audience, so it was close to being discontinued forever. However, that changed when a different type of consumer discovered the product — and loved it.

What Is the Target Market for Stanley Cups?

When a co-founder of shopping blog The Buy Guide discovered the Stanley Quencher, she found it offered several features that made it a better choice than any other cup she had. She recommended the cup on the site and included it in promotional curated boxes sent to influencers. When a Stanley employee saw Bachelorette star Emily Maynard promoting the cup on social media, she was surprised that the cup appealed to a market completely different from the outdoorsy males Stanley Cup marketing typically targeted.

Stanley executives began leaning into and embracing this new target market, creating cups with different color ways and finishes that consumers could coordinate with their outfit or mood. For the first time, Stanley wasn’t just useful — it became a trending status symbol. Paired with Stanley’s incredible durability and effectiveness, the Quencher is one trend that’s likely to stand the test of time.

Why Is the Stanley Quencher Cup So Popular?

What makes the story of the Stanley Quencher cup so unique is the way the brand was guided by consumers to tap into their desire for a sustainable, stylish, and practical travel cup option. This alignment with customer values didn’t happen by accident. It was the result of Stanley’s willingness to listen to its users and make updates to its product based on direct feedback. Here are some lessons growing businesses can take away from Stanley Cup marketing.

1. Listen to Your Customers
The first step in creating a product that resonates with your market is understanding where the true value lies for your customers. This goes beyond surface-level desires or the initial feedback loop and involves deep dives into customer behavior, preferences, and unmet needs. Stanley’s success with the Quencher was largely due to their ability to discern not just what customers said they wanted but to understand the underlying needs and preferences that drove those statements.

2. Test and Learn
Adopting a lean startup approach, characterized by the MVP (Minimum Viable Product) concept, is crucial. This method emphasizes the importance of rapid prototyping, testing, and iterating based on real user feedback. It’s about being agile enough to pivot when certain aspects of the product don’t meet customer expectations and doubling down on the features that do. For Stanley, this meant continuously refining the Quencher’s design, usability, and marketing approach to better align with consumer demands.

3. Devote Resources Wisely
When you hit on a product or service that gains traction, it’s essential to devote significant resources to scaling it. This doesn’t just mean financial investment but also dedicating time, talent, and technology to ensure that the product can grow without losing the quality or essence that made it popular. Recognizing the Quencher’s potential meant ramping up production, enhancing Stanley Cup marketing efforts, and ensuring supply chains were robust enough to meet the surging demand.

What Is the Stanley Cup Marketing Strategy Today?

Today, the Quencher story is more than just a tale of a product becoming a hit; it’s a blueprint for Stanley’s growth in the modern business landscape. By listening to customers, embracing a test-and-learn philosophy, and strategically allocating resources, companies can navigate the complexities of market demands and consumer preferences. As the Founder & CEO of a marketing agency, I see these principles as fundamental to guiding businesses through pivots and scaling efforts. The Quencher’s journey underscores the importance of agility, customer-centricity, and strategic investment in innovation.

A critical component of being able to pivot as quickly and effectively as Stanley has is the agility and open-mindedness of the members of the C-Suite. Stanley’s President through this successful blitz was recruited from Crocs, where he was the CMO, so had a marketing mind. While not all companies need a full-time CMO at the helm, it’s crucial to have one to turn to for marketing leadership and strategy.

A fractional CMO can help you choose the best strategies to grow your business. Download our overview to learn more about our fCMO services, our deep bench of specialized CMOs, and our unique matching process!

The post Lessons any growing business can learn from the Stanley quencher appeared first on &Marketing.

Who Can Benefit from a fCMO

You’re a Startup

with limited distribution and tight funding. One of your founders currently has the reins on your marketing strategy or your employees are on double duty — without the actual expertise to do it well.

You want to scale up

but don’t have the marketing team doesn’t have the leadership or strategy to do so. You need direction and cohesion — not a bunch of random agency services with no ROI.

You need to pivot

Your established business may be moving to a new category, channel, or consumer base, and need to identify the most effective and successful path to get there.

Get Paired with the Right fCMO to Lead Your Growth Strategy

If you’re interested in chatting with Mike about &Marketing’s process and connecting with a hand-selected fCMO to help take your business to the next level, schedule a call today.

CHAT WITH MIKE

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Premier Roofing Company leveraged fractional CMOs to rapidly establish a marketing department, generate significant leads and revenue, and transform company culture from door-to-door sales to a multi-channel marketing approach.

Business Challenge Summary

Premier Roofing, a PE-backed company, faced the challenge of increasing revenue quickly under new CEO Luke Marklin. The mandate was clear: achieve rapid growth and scale operations efficiently. The company needed to establish a strong internal marketing team. Transitioning from a traditional door-to-door sales strategy to a comprehensive multi-channel marketing approach was essential for achieving their ambitious goals.

Hiring a full-time Chief Marketing Officer (CMO) through a typical executive search process would take 4-5 months—time Premier Roofing didn’t have. They required immediate expertise to drive their marketing strategy and execution.

&Marketing’s Approach

After engaging with &Marketing, Premier Roofing realized fractional CMO services would provide a faster, lower-risk solution. This approach allowed them to quickly build a marketing team and start executing their new strategy through:

• A Quick Hiring Process: In less than four weeks, two fractional CMOs, Andrea and Bruce, joined Premier Roofing. Andrea took the lead in building the marketing team, while Bruce focused on developing their digital marketing foundation.
• Customer Research: Andrea and Bruce conducted extensive customer research to inform upcoming branding changes and ensure the new marketing strategies aligned with customer needs and preferences.
• Multi-Channel Marketing System: A robust multi-channel performance marketing system was developed from scratch, transitioning Premier Roofing from reliance on door-to-door sales to a diversified marketing approach that included digital, social, and traditional channels.

The Results

1. Integrated Seamlessly with the Leadership Team

Andrea and Bruce became integral members of Premier Roofing’s leadership team. They attended key meetings and collaborated closely with leadership and staff across the company, ensuring alignment and buy-in for the new marketing initiatives.

2. Increased Lead Generation and Revenue

The new multi-channel marketing strategy generated hundreds of new leads per month. Premier Roofing projected a significant revenue increase, estimated at $3-5 million for the year.

3. Experienced a Cultural Shift

The company experienced a cultural transformation. The sales and operations teams embraced marketing-generated leads, adapting to new processes and ensuring they could handle and convert the influx of new leads effectively.

The post Premier Roofing Company Transforms with Fractional CMOs appeared first on &Marketing.

Download our simple questionnaire to help you navigate the details of
taking a website live. 

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Download this ebook to learn how you can create content that converts and actually grows your customer base.

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In this eBook, you will learn:

• Why a business needs a Customer Advisory Council
• Why your customers should participate (What’s in it for them?)
• Where to Start: How to launch a Customer Advisory Council, including the format, invite lists, and setting an intriguing agenda.
• How a successful Customer Advisory Council works: dos and don’ts

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It’s provided us a great deal of perspective on both work and life. We hope you enjoy reading and can find a bit of yourself, your team, or your company in our words.

Download “The ABCs of &Marketing” to see what we’ve learned along the way.

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