Why subscription marketing?

With the advent of new marketing tools, the role of a marketer has become more complex. Insights derived from analytics provide guidance with generating effective campaigns which result in higher quality leads, but the workload is increasing. Marketing tools are changing rapidly which adds to the workload as marketers struggle to keep abreast of new technologies and methods.  Are you still developing personas to reach your target audience, or have you transitioned to personification using artificial intelligence and machine learning? What is the difference?  What is the impact of personification on reaching your target audience? Do you analyze industry trends and benchmark yourself against the competition? How often do you review SEO/SEM performance? Marketing has become quite scientific.

Understanding marketing effectiveness is very complex as more channels are incorporated into the mix. A successful campaign should integrate traditional marketing with digital but what is the right balance?  How can you be sure the channels used are effective? Are you focusing on social media and neglecting important sales tools? Studies show that marketing departments spend 60% of their time managing digital tasks.  

Is content development always on your list of objectives but product launches, conferences, sales tools and training take precedence ? Does your team commit to writing blogs and developing social media posts but lose the momentum after a few months as they wonder if anyone is viewing the content?  How do you know the material is relevant to your audience and in the right format? Is it impactful? Does your company need a dedicated digital specialist but cannot justify the additional headcount?

Subscription-based marketing enables your company to access the skills of an experienced marketer without the cost of a full-time employee. Kinetogram, is a neutral party, providing unbiased opinions and recommendations. Kinetogram offers three levels of subscription-based marketing support. Content is delivered, at defined intervals, ready to be posted to your accounts.  It’s that simple! Additionally, full-service marketing support is available on a per-project basis. We cover everything from campaign strategy through to tactical implementation. Whether you need an avant-garde product launch or extraordinary booth presence at a conference, Kinetogram has a team to support you. We provide the capability to develop integrated campaigns ensuring you stay on track with your marketing needs.  

Subscription levels

ENA

Content is king

Sign up to receive timely social media feed and blog content, relevant to your audience, at industry recommended frequencies.

Insights & analytics

Understanding audience behavior provides better opportunities for personification. 

Kinetic marketing

Keep moving with trends and audience behavior to ensure they are hearing your messages above the noise.

Full marketing services are available to complement and enhance subscription levels. 

  • Specializing in product launches from genomics to proteomics.  
  • Experienced in areas of agrigenomics, translational research, and clinical diagnostics.
  • Managing conferences, seminars, and roadshows from concept to tactical implementation.

Kinetogram Marketing provides access to a suite of designers, technical writers and event planners to ensure you achieve your marketing goals without the cost of a full headcount.

Marketing expertise

Digital marketing comprises 60% of the marketing mix and continues to grow.  Through a plethora of analytics, it is possible to gain deep market intelligence. It is now easier to discern campaign effectiveness, gain insights and compile analytics which results in better quality sales-ready leads.

Kinetogram marketing specializes in life sciences and has experience collaborating with key stakeholders to ensure campaigns are aligned with company goals.  This combined with integrated marketing channels and an understanding of the key performance indicators (KPI) ensures exceptional growth and performance.  Monitoring customer engagement, campaign effectiveness and incorporating competitive evaluations provide a deeper audience understanding along with the ability to rapidly adjust campaigns for maximum effectiveness.

Situation: Start-up company trying to enter the agrigenomics arena. Going up against Thermo Fisher Scientific and Illumina.

Objectives: Drive awareness and generate quality leads for the small sales team.

Results: Achieved sales-ready leads.  Two pilot projects initiated within 4 weeks of the conference with a potential of USD $1,000,000 in annual revenue.  Conference expenses were recuperated through pilot projects. A member of the sales team said in their entire 30 year career, a customer had never followed up with them after a conference until now.  Watch the video

Situation: Launch a “me too” support product against the flow cytometry leader

Objectives: Steal market share by creating awareness in addition to generating quality leads for the sales team through an integrated marketing campaign.

Results: Sales exceeded plan by 1000 % in the first year, rapidly becoming a top selling product and annihilating the competitor’s market share.  Effects of the campaign were seen across the entire support product portfolio which began growing at 25% quarter over quarter. Learn more

Situation: Start-up company trying to gain an online presence

Objectives: Rank on the first page organically during a Google search

Results: Through the initial use of paid search marketing and subsequent quality content generation, the company rapidly appeared organically on the first page of Google searches. Competitive evaluations confirmed two of the companies had a high spend on paid searches.  Once Adwords budget is reached the campaign is halted and traffic will drop off until next billing cycle.  Organic searches have greater credibility and longer lasting results. View the results

Testimonials

"Working with Joanne first hand, I had an opportunity to see her marketing methods in action. The comprehensive strategies made our marketing an engaging customer experience, both in content and in novelty. The professionalism put forth by her marketing communicated the strength of our products to scientists and helped us to tell our story effectively. A number of our customers remarked how our company’s marketing presence caught their eye, during a conference, for consideration in their technical workflow, and this led to a significant number of high-quality leads that have empowered our sales numbers and strengthened our relationships with a number of key industry clients. To not incorporate a strong, holistic marketing approach similar to Joanne's to complement a knowledgeable sales team is a fallacy no company can afford to make."
"As a Channel Manager at Affymetrix, I covered Latin America which meant extensive travel and long hours on planes. Joanne supported my efforts through localized campaigns and conferences. She worked directly with our Colombian distributor to prepare our presence at ImmunoColombia. Materials were shipped directly to the conference from USA however; the collateral was stuck in customs and did not arrive at the booth. Very quickly Joanne put together a backup plan to generate promotions and collateral relevant to the audience. She discovered the booth location was next door to a major competitor but that did not daunt her as the planned booth activity drew such a large crowd. By the end of the conference most of the attendees had visited the booth multiple times, bringing colleagues with them. The conference organizers ended up tweeting about the activity at our booth which generated further interest. As a result of Joanne’s initiative, we developed a good rapport with the attendees and obtained a large number of leads."

Behind Kinetogram

There should always be a story and theme behind good marketing. Therefore, to understand the logic behind the Kinetogram company name, it is necessary to delve into some history and linguistics. 

On May 24, 1844, the first telegram was sent by Samuel Morse between Washington and Baltimore. Technology has advanced dramatically since then. Over the past 20 years, we have seen the advent of the internet and smart devices.  We are now able to transmit a message globally to friends and family via our mobile devices in real time. 

The Greek word for mobile is κινητό which, when translated into the Latin alphabet, becomes “Kineto”. Our first instinct is to use a mobile device to send messages, lookup information or find resources, hence the name Kinetogram Marketing.

According to a 2017 Nielsen report, 81% of people consume digital content, with 83% accessing content via mobile devices.  Kinetogram focuses on digital marketing with an emphasis on mobile devices. How do you access content? 

Kinetogram making marketing affordable through subscription-based plans.

Contact  us to learn more

 Email: joanne@kinetogramm.com 

Telephone: 415-723-2867

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