Services
Brand Strategy
Every great brand has a personality. And like a real person, a brand builds relationships based on its characteristics and reputation. Defining the elements of your brand is essential. It’s the basis of communicating who you are. At Dana, a brand is not a logo, a symbol or a tagline. It is a living entity—a collection of perceptions and beliefs that live in the hearts and minds of your customers.
Brand Analysis
Branding begins with our strategic marketing process, the Dana GPS (Global Planning Session). Our philosophy for strategic development and concept development involves the initial steps of completing a market assessment, reviewing marketing objectives and strategies and then using tracking to follow through and evaluate those strategies.
Competitive Analysis
Understanding what is available in the marketplace and potential consumer desire is essential to brand positioning. During the Dana GPS, we compile a list of your competitors, areas of benefit not currently claimed by them, any possible weak positions and ways in which your product shows superiority over the competition. Dana’s competitive analysis puts you at a distinct advantage in developing plans and creative concepts that garner results.
Quantitative & Qualitative Results
From pre-planning research to post-campaign evaluation, all aspects of Dana’s marketing communications are based on quantifiable data, benchmarks and analytics. Dana is consistently involved with results—tracking generated inquiries, leads, sites, events and other direct sales activity, as well as gaining feedback on conversion ratios to better retool our efforts.
Development & Clustering
We developed Dana Brand Clustering as a systematic yet right-brained creative approach to building a powerful brand. It enables us to define the elements of your brand, evaluate them analytically and categorize them into clusters that become the basis of your creative theme and communications strategy. We involve our clients, seeking their input and reactions as the process unfolds.
Positioning & Planning
Dana believes that to be effective, a company’s position in the marketplace must be unique, important, believable, deliverable and desirable. We work to establish successful brand positioning based on these criteria in order to develop successful marketing plans. We then draw on our experience with a wide range of travel accounts and all media types. We’re not afraid to push our creative teams and media reps to put together plans that deliver.
Profiling & Targeting
In our world, it’s defining and redefining the targets. Dana’s innovative data mining tool, Bulls-Eye, precisely defines and targets your customers so we can send a message that speaks directly to them. Our reps have been extensively trained to mine the most accurate data and identify the high-quality sources that provide the best-qualified leads.
Sales Training & Support
We can improve your sales productivity and performance while increasing profitability through our experienced hospitality sales consultant approach. Dana exceeds client expectations by providing a comprehensive analysis of the sales team structure, alignment and processes. We guide our clients in the practical sales programs and solutions needed to achieve their strategic sales objectives and generate revenue.
Testing & Analysis
We believe that the only way to create effective marketing strategies is to continually evaluate the efficiency of marketing campaigns. As early in the brand development process as the Brand Clustering segment, we test concepts with current customers and target audiences. This allows us to evaluate which creative campaigns will be most effective in achieving our objectives.