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FOLSOM POINT OFFERS STRATEGIC THINKING FOR AREA BUSINESSES
September 28, 2001
(Boulder, CO) - In these days of economic uncertainty, companies around the country are required to do more with less: less in-house staff, less budget and less time to market. Traditionally, companies that wanted to bring an outside, objective viewpoint into their marketing and e-business efforts had only advertising or interactive agencies as an option. Now, Folsom Point, a Boulder-based strategic consulting firm, offers senior-level strategists to fill the gap between a company's marketing efforts and an agency's tactical implementation.
Folsom Point's managing partners have corporate-side and agency-side experience. "As a corporate marketing manager, my time was spent in internal meetings. I wanted outside help and strategic thinking, but agency account executives required too much direction. That's not a surprise. Working at an agency, I saw how intense, deadline-driven work led to double-digit turnover. Most agencies employ junior-level staff because they're willing to work long and hard. That's perfect for the agency model. But I couldn't find the level of thinking that I wanted as a client," said Nicky Lee, CEO of Folsom Point.
With backgrounds in management consulting, market research, and product and web site development, the firm's founding partners are helping companies maximize their customer interactions and minimize their marketing costs. "We're able to quickly assess the market and competitive environment and gain an understanding of what customers want from these companies," said Cathy Kramer, President of Folsom Point. "By leveraging our experience in online and offline marketing, we can provide strategic recommendations on how best to identify and reach targeted customers."
Carving a niche for itself, Folsom Point develops customer-centric strategies that support a company's marketing, Internet and product development initiatives. The firm integrates in-depth customer insight with technology to extend and improve a company's reach. Services include customer perspective analysis, competitive intelligence, web site development and program management. The firm has already helped several local companies determine the features and functions that should be included in new product development, create effective marketing programs that can be easily implemented and measured, and employ the web in a thoughtful and appropriate manner.
"A strategy is the heart and soul of a company's marketing efforts but rarely is there a well-defined plan in place," said Kramer. "It's ironic that a sports team wouldn't dream of stepping on the field without a strategy but businesses often compete every day without a solid game plan. If a company wants to impact the bottom-line, they need a solid strategy to help them implement tactics that generate customer retention and loyalty. Our strategic consulting service is about B2R - getting back to reality. Developing a strategy and game plan is a critical first step."
"Turning to an agency for marketing strategy and recommendations is like the tail wagging the dog. Creative agencies excel at creative strategy and implementation. Yet I've seen agencies inadvertently make recommendations based upon their expertise or what they would like to add to their portfolio versus what's best for the client. Our mission is to offer an objective, unbiased alternative. We work with our clients to understand their business, develop a customer perspective and then provide recommendations they can actually implement with the people and time they have in-house. It's tough, heavy-duty thinking, but it's a whole lot of fun," added Lee.
About Folsom Point
Folsom Point, Inc. is a consulting firm providing business-driven strategies that blend marketing insight and Internet technologies to help companies target new customers and foster long-term relationships. Folsom Point's services include business and marketing consulting, competitive and customer research, strategic planning, project management and program measurement. Folsom Point is a privately held company founded January 2001 and headquartered in Boulder, Colorado.
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