What’s in a Name?

What’s in a Name?

A new name reflects a new vision.

Most companies come to a point when they look at their brand and wonder if it fits them anymore. Maybe a slogan is out-of-date, or an approach is out-of-touch. Or maybe new technology has changed the face of their industry. Whatever the reason(s), all brands need an occasional refresh, and we are no exception.

In November 2021, Clapp 360 followed the advice we often give to our clients—that it’s worth the time and money to update your brand—and we rebranded to C-360. But this move involved more than just a logo and website update. The new name reflects the agency’s evolution from a traditional PR firm to a full-service marketing agency.

 

Who are C-360’s clients?

In a job market that’s defined by massive employee turnover, it has become challenging for companies to hire a seasoned Chief Marketing Officer (CMO) or senior marketing professional. But that doesn’t mean they don’t need someone driving their marketing campaigns.

C-360 provides customers with access to a fractional CMO who is supported by an internal team of marketing professionals and small, specialized external teams. This combination allows us to be an affordable alternative to the traditional Mad Men-era agency.

 

What is C-360’s approach?

When working with clients, it’s important to have a plan. The C-360 Approach has four distinct stages.

1. We start by getting a 360 degree view of our client’s business. We sit down with clients, interviewing as many people as possible so we can understand their business and products. Additionally, we look at the competition and the market to find the missing pieces. Finally, to help clarify the picture, we analyze customer transaction data. 

2. Consumers are bombarded with messages. We look for ways to make a brand stand out, and provide copywriting and design that emphasize those features.

3. Marketing channels. We don’t come into a relationship with predetermined products and services. Our discovery process determines the best path to customers, and we follow that. Most often it’s a combination of different channels working together, and it’s different for every client. Once you understand your audience, you can meet them where they consume their information.

4. Public Relations. Many clients need help with more than just marketing products and services, so we also provide Crisis Communications, Press and Event Planning.

 

How does C-360 use data?

We love data! We often analyze years of customer transaction data and append consumer attributes (mostly using Experian and their Mosaic profiling). Then we run the appended data through our proprietary models to establish statically relevant personas. This helps distill the data down into actionable information.

It’s exciting to see the response from our customers when we do this work. Most company owners think they know all they need to about their customers and market. After running an analysis, our clients are amazed at what they didn’t’ know and how important it can be to their marketing ROI. Using data, we are often able to double response rates and reduce advertising spend by 15%.

 

Times are changing

The world of marketing is changing, and the days of features and benefit selling is over. C-360 is pivoting as well, and we­ believe that our data-driven approach will help our clients successfully reach new customers.

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