McBride Marketing Paper

McBride Marketing Paper

McBride Financial Services wants to expand its customer base and needs ideas on what to put in its new marketing effort toward this goal. Currently McBride Financial is providing low cost mortgage services in five states area of Idaho, Montana, Wyoming, North Dakota, and South Dakota. The company caters to professionals and retirees purchasing either a primary or secondary residence, and families and/or individuals purchasing recreational properties. In this paper we will discuss a marketing plan for McBride Financial Services.

First, a marketing research is going to take place to make sure that the marketing campaign designed for them will be effective. Conducting consumer market research will allow the company to study the buying habits of their customers. This will give them the opportunity to market certain types of customers that are more likely to purchase their service instead of wasting money advertising in general region. To perform the marketing research McBride will use tracking systems data that would help them make marketing decisions based on the data collected.

The company will use Ad Tracking and Decision Processes systems. Ad Tracking will monitor the brand's performance and it will allow the company to see to see how individual's feel about their brand. Decision Processes will be used to determine what motivates customers to buy and what decision-making process they use. Combining the data collected from these two sources will help the company to target what type of consumer they should market their products more heavily to. Moreover, the company will perform a customer satisfaction research that will provide information and an understanding of how satisfied customers are with overall buying experience they had with the company. Customer satisfaction research will also show which business areas needs improvement and also where they strong.

"Choosing the right type of advertising media is very important for any business." (Rogers, 2010) McBride Financial Services targets professional, retirees, and families so it is important that they would choose the type of media that the target population focus on. "Studies show that retirees are most likely to trust newspaper advertisements, professionals spend a lot of time on internet for business and research, and families use more television and radio." (Rogers, 2010) So the recommended media outlets for the marketing will be television, Internet, newspaper and radio.

"Internet Marketing has become one of the most effective ways for businesses to get the word out, but it is also an easy way to spend a lot of money without getting any results." (Rogers, 2010) That is why it is recommended that McBride Financial will learn as much is possible about Internet Marketing before "venturing out in the world of advertising". It would be beneficial for the