Our Upside Down Marketing Approach
Helps You See The Difference Between Better And Different

All companies want better marketing. Too many end up with nothing but different advertising (or promotion, or direct, etc.). The real business problems are ignored.

It's easier to create different marketing communications than to deal with real business issues. So the campaign creative may change, but business goes on as usual.

Robinson & Maites' Upside Down approach helps you deal with real business issues. You get measurably better marketing, something you can take to the bank, or your boss, or the shareholders' meeting, or even your customers.

Our Better Way Starts With A Blank Page

Robinson & Maites is a unique combination of marketing consultant and creative program developer, with no vested interest in any one marketing discipline. We start with a blank page, open minds and broader vision. We identify the real problems, then develop better ways to change the target market's behavior to improve results.

Your situation determines the scope: Bold new concept or better tactical execution, alternative campaign or distribution channel improvement...or a strategic plan for enterprise-wide change.

Two Heads Are Better Than One

Are we marketing strategists? Or are we creative program developers?

We choose to be both, because the dynamic tension between the two roles helps us see differently.

1. We ask the kind of questions that other agencies don't even think of. You might think they're rude and intrusive, because they go beyond the scope of the assignment and challenge business as usual. We do it to understand all facets of your business, not just the marketing. Then we can deal with the real issues and opportunities, not just the symptoms.
   
2. We recommend strategy for three "macro" marketing components, to help you align marketing strategy with business strategy. Insights from step one drive:
   
   • Marketing planning, positioning, and guidelines for executional alignment
   • Go-to-market planning and channel optimization
   • Identification, acquisition, retention and growth of the right customers
     
3. We develop tactics that directly drive behavior change, delivered by creative that could be way outside your company's "comfort zone." The right strategies inspire the right tactics and flawless creative executions in:
   
   • Promotion
   • Direct Marketing
   • Digital Marketing
   • Event/Experiential Marketing
   • Employee Communications and Interactive Training

We Bridge The Gap Between Strategy and Execution

Too many marketing initiatives fail because there's a gap between strategy and execution.

Strategic direction is misunderstood and compromised, as it trickles down to different people with different agendas. A strategic breakthrough ends up as second-best marketing communications that miss the point.

Our Upside Down approach helps us bridge that gap. Our people's visions go beyond their job titles. Our skill sets overlap. And our strategic and creative thinking reinforce each other, so the strategy you approve in the office directly drives the creative communications that go into the marketplace. At Robinson & Maites, creative is an attitude, not a department. Image and awareness are important, but building action is essential. And the only standard for marketing success is measurable improvement.

You End Up With Better Results

• Better marketing, not just better marketing communications
• Better performance by key people-behavior change among company sales force, distributors, retailers, purchase decision makers and influencers, and end users
• Better return on your company's investments in marketing