PAY AS YOU GO - cmo

OUTSOURCED CMO SERVICES

GIVE your marketing purpose, STRUCTURE and THE energy TO SUCCED.

SENIOR MARKETING LEADERSHIP - ON DEMAND

WHY?

CMO experience, seniority and clarity - without the full time salary cost

No internal politics holding the right plan back

As much or as little as you want - pay by the hour

Showing prospects you mean business

Ability to compete with the bigger budgeted competitors with less financial commitment

If you find you don’t like it…you can let it go! No process or drama

AI HAS CHANGED THE LANDSCAPE

From brand recall to brand relevance

Smart brands will always remain laser focused on their customers, striving to make their interactions simpler and to provide a more rewarding experience. This might be providing some entertainment, access, some form of utility, or value. Or maybe just acknowledgements or a simple thank-you – but all things designed to drive brand relevance.

Why?

With an increasing number of searches starting in AI, the concept of brand recall simplifying choice is eroding with AI doing all the comparison work and providing a tailored recommendation you can further shape. Advertising reels or websites where brands frame their own usefulness are not AI’s first or only port of call.

Relevance now trumps recall

For the past few decades, brand advertising has followed a clear rule - create distinctive assets, deliver, repeat and stay mentally available so that when the buying moment arrives, your brand comes to mind first. But with almost 40% of searches already starting in AI, the role of brand recall is reduced – and that whole model is on thin ice. When memory matters less, the role of brand changes - from recall to relevance.

OUTSOURCED CMO WILL GIVE YOU CLARITY

ON YOUR BRAND

What business are you in, what are you on a mission to do? What you are selling? Who buys your product and why? What the benefits and are ensuring they communicated clearly.

ON YOUR CREATIVE ASSETS

What have you got? Is your branding clear and consistent? Is your messaging clear? Does it ladder up to your overall strategy and integrate across formats? Awareness, response, or somewhere in the middle? Are they optimised for each platform?

ON YOUR CUSTOMER JOURNEYS

What determines your channel plan? Robust evaluation, gut feel? Do your call to actions and user journeys all progress towards a defined outcome - acquisition, cross sell, upsell, data capture? Is there a plan beyond immediate selling; rewards, customer growth, thank you’s……

OUTSOUIRCED CMO WILL CREATE TANGIBLE OUTPUTS

THE RIGHT PROCESS

Legacy process is never ideal. There may be something that works to be built on, or out might be a new one completely. All a lot easier to identify, assess and recommend from the outside looking in.

THE TEAM, CULTURE AND STRUCTURE

Departments, individuals… specialists, all rounders. Everyone has different requirements and it’s not one size that fits all. Building, motivating, stretching, developing, training and balancing.

THE PLAN YOU CAN RUN WITH

Written down, in logical sections. The brand vision, the elevator pitch and positioning. The objectives, the audiences, the product and services, the insight and rank order of priority. The comms model, the contact plan, quarter by quarter. The roles and responsibilities, the budget and the measurement process. All designed to be picked up and ran with.