Increase Sales by Targeting the Right Customers.
More sales start with knowing what your customers are really buying.
The A.I.M.S. Analysis™ is Herman Garner’s proprietary method for identifying your product’s real value, determining who responds most strongly to it, finding where those customers can be reached and building a focused marketing strategy to get them to buy.
Created by Herman Garner, MBA — Bachelor of Accounting · 25+ years in business ownership, marketing, sales and strategy
Sales have slipped or stalled.
Something that used to work has stopped working. The analysis finds where the business has drifted from what customers actually buy, the way Starbucks and Nike did.
You’re ready to grow.
Things are working, but you want more from the same resources. The analysis shows which customers respond most strongly and where to find more of them.
Aim Your Resources. Focus Your Marketing. Increase Your Sales.
A.I.M.S. organizes marketing strategy around four connected decisions:
Attribute, Impact, Market and Strategy.
Instead of starting with advertising channels, the process starts with what you are selling and works step by step toward the customers, markets and actions that deserve your resources.
Attribute
What is the customer really buying?
Prestige, sex, convenience, health, vanity, safety, save time, save money, etc.
What are they really buying?
Prestige, sex, convenience, safety, save time or money
Impact
Who cares about the benefits of your product, and why?
The demographic and psychographic profile of the people impacted by your Attributes.
Who cares, and why?
The people your benefits move
Market
Where are your customers, and what kind of content are they consuming?
Walmart, Saks Fifth Avenue, Facebook, LinkedIn, suburbs, inner city, sporting events, movies, etc.
Where are they?
Stores, sites, neighborhoods, events
Strategy
Use the information developed to create a strategy aimed directly at your target market.
How do we reach them?
A strategy aimed at your target
The Attribute determines who is Impacted. The Impact determines the Market. All three shape the Strategy.
How an Engagement Works
The A.I.M.S. Analysis™ is the foundation of every engagement. It structures the discussion with your leadership, guides the review of your data, and shapes the recommendations that come out of it.
Initial conversation
A no-cost discussion of your business, your goals and whether an analysis makes sense.
Data review
Herman reviews relevant sales, customer, financial, product and marketing information before the stakeholder session.
Stakeholder session
A working session with ownership and leadership to test what the company believes about its customers.
Analysis and recommendations
A complete A.I.M.S. analysis with clear direction on what to continue, improve, stop and test.
Implementation
If you want help putting the strategy to work, Herman can build and manage it with you.
What You Walk Away With
Four working documents your company can use to make sales and marketing decisions.
Strategy You Can Actually Put to Work
An analysis is only valuable if it changes what the company does. When the findings call for it, Herman can build and manage the systems that carry the strategy out.
Digital Sales & Marketing SystemsWebsites, follow-up, review requests and customer reactivation built around the customers the analysis identified.
See the A.I.M.S. Analysis Applied
These analyses were built from public sources: interviews, filings and reporting where executives have already explained their decisions. For a private company, that information lives inside the business, so an engagement gathers it directly from your leadership and your own data.
The Secret Starbucks ForgotWhat happens when a company loses sight of what customers actually came for, and what it takes to win it back.
Why Nike Fell Off and How It’s Coming BackHow marketing drifted away from the benefit that built the brand, and the strategy that follows.
Android vs. iPhone: What Are They Really Selling?Two products with similar features, sold on very different benefits to very different buyers.
Speaking and Workshops
Herman brings the A.I.M.S. Analysis to conferences, chambers of commerce, business associations and corporate meetings, working through the method live so the audience leaves with a framework they can use. He also speaks on the economy, AI for small business, digital marketing and current events.
About Herman Garner
Herman Garner is a Strategic Business Analyst and the creator of the A.I.M.S. Analysis™. He holds an MBA and a Bachelor of Accounting and has more than 25 years of experience in business ownership, marketing, sales, strategy and business development.
His accounting background means he reads a company’s numbers as closely as its marketing, and his work focuses on what customers truly value, who values it most, and whether the company’s resources are aimed there.
Launching a new business? Start with the startup program
Find Out Where Your Business Should Be Aiming.
Start with a conversation about your business. If an analysis makes sense, Herman will explain exactly what it involves.
If you don’t see value in the analysis, you don’t pay for it.
Schedule a Strategy Consultation
Or call or text 216-798-6416