Strategic Planning and Execution

The terms market research and marketing research are two distinct terms. Both are critical to helping you make informed and data driven decisions of how, or if, you should amend or expand your product lines—ultimately shedding light on how you can grow your business.

Volker Marketing Services helps you identify new market segments, new target audience opportunities, competitive threats or opportunities, and assess accompanying risks and rewards. We bring in fresh eyes and honest, unbiased feedback to help you identify and leverage your differentiators. Our research culminates in your ability to confidently communicate your value proposition/s to prospects and clients.

How many times do you hear from your sales team, or have you said to your marketing team, ‘We just need more qualified leads!’? What many fail to realize is that brand demand (and trust) must be built before qualified leads can be gained. Building awareness, understanding, and belief that leads to action is equal parts art and science. Knowing when and how to strategically utilize demand over lead, or lead over demand generating activities can be the difference between sales stagnation or sales increase. VMS specializes in the assessment, creation, and implementation of marketing plans that balance demand and lead generation in a way that best spotlight your products and services to your defined audiences and personas.

Trade Show and Event participation often takes the prize for evoking the strongest emotional response to the perceived value of participation. Past experiences, costs to participate and the time involved to effectively plan and execute often appear to outweigh the benefits. VMS utilizes a quantitative and qualitative evaluation system to help you determine your most strategically advantageous scope of participation.

The pivot to virtual events presented new challenges for trade show marketing that are not for the faint of heart. And now, in many cases hybrid events are adding a new level of complexity. Attracting attendees, keeping the attention of those who attend, securing speakers, training to present in a virtual environment, utilizing technology…the list goes on. Volker Marketing Services, with our client side experience, will work with your exhibit company and show management to plan and execute an event that promises to exceed your goals and objectives.

As an Exhibitor Magazine All-Star Award winner and with more than 25 years helping organizations create exceptional events, Judy Volker can provide, from concept to completion, or component to full program, trade show and event support for your organization.

We’ve all seen the humorous, or not so humorous outtakes of people falling asleep in a video meeting. You’ve likely sat in a session where people leave the room, either literally or figuratively, because the presentation is so poorly delivered. Perhaps your normally well-attended webinars have waning attendance, or attendees drop off before the end time? And of course, you must find the time to prepare a call for presentation to even compete for a coveted speaking engagement.

The competition for mind share, for attaining and retaining audience attention, has never been greater. VMS gives your team the tools, skills and confidence to engage, attain and retain. And if requested, VMS will provide speakers to augment your team and present on your behalf.

Industry association and affiliation participation are strategic initiatives requiring thorough evaluation and an on-going time commitment to ensure the cost-to-benefit ratio makes sense for your short and long term goals. In many cases memberships can be primary demand and lead generating strategies.

VMS will perform organization, association and sponsorship evaluations. We’ll also work directly with the organization or association to secure your membership and manage membership benefits. Whether it be evaluation, or full scope involvement as your company’s liaison, we protect and leverage your investment.

With the growth and expansion of social media, media relations has taken on a new meaning. The term ‘Press Release’ is often just a name for how an announcement is formatted. The mediums and the methodologies for reaching editors and writers have changed. ‘Pay-to-play’ has frequently replaced true editorial content and the lines are blurred between editorial and advertorial.

Volker Marketing Services is poised to help you evaluate your best media relations and thought promotion strategy. We can work with your existing agency or develop a media relations/thought promotion strategy that works within your company’s strategic and budgetary objectives.