CORE PACKAGE: Strategy and branding under the Ries&Ries “NAIL AND HAMMER” system

  • Mapping of the mind market research.
  • Development of the “selling idea” (NAIL).
  • Development of the “visual HAMMER.”
  • Harmonization of all other aspects of the brand with the “NAIL & HAMMER” pair.
  • Prototypes of advertising and PR-communications.
  • Mediamix and media plan recommendations.
  • Marketing for distribution channels (trade-marketing) including merchandizing (where relevant).
  • Presentations and training sessions for the client’s staff to support implementation of the strategy and branding.

Additional services

1. Test advertising. Application of the developed strategy and branding on live prospects.

  • Development of an advertising copy that includes both the “nail” and the “hammer” of the brand.
  • Placement of the copy in relevant mass media.
  • Our call-center collects calls from interested prospects.
  • Statistical data report and recorded telephone conversations submitted to client.

2. Test sales. Sales strategy. Managing Doubts, Refusals and Objections.

  • Development of an advertising copy that includes both the “NAIL” and the “HAMMER” of the brand.
  • Placement of the copy in relevant mass media.
  • Our call-center collects phone calls from interested prospects and convinces those to make orders by using the Sales Strategy (see description in the Our Methodology Page).
  • Delivery service covering the whole Russia and CIS that exchanges “goods for money” at the customer’s doorstep or signs service agreements.
  • Statistical data report and recorded telephone conversations submitted to client.

3. Building the brand in the real market.

  • Development of an advertising copy that includes both the “NAIL” and the “HAMMER” of the brand.
  • Placement of the copy in relevant mass media.
  • Our call-center collects phone calls from interested prospects and convinces those to make orders by using the Sales Strategy (see description in the Our Methodology Page).
  • Delivery service covering the whole Russia and CIS that exchanges “goods for money” at the customer’s doorstep or signs service agreements.
  • Statistical data reports and recorded telephone conversations submitted to client.
  • Brand awareness is measured by polls to enable the client to make the decision as to whether the brand is ready for roll-out in the national distribution.