Identifying areas of highest impact
Our Reality-Based Triangle provides a framework for examining the three realities that must guide branding, marketing and positioning strategy. The areas of highest impact are wherever your strengths, customer priorities, competitive set, and potential return add up to the best opportunities.
Why is this so important?
You engage the full power of marketing when you say the right things to the right customer, differentiate clearly, capitalize on your strengths, and support the right business initiatives. All in the context of industry and economic trends. By focusing on areas of highest impact, we maximize results.
Integration with your business goals
Every marketing deliverable, from website to brochures to advertising program, needs to be aligned with your business goals. What are your top business initiatives this year? Companies usually need a combination of “fast win” efforts for quick results, and sustained programs that build your brand and competitive position over time.
Given your financial realities, what’s the best way to allocate resources? We’ll help you prioritize, and focus on the initiatives that will make the most difference. Without cutting the wrong corners. We’ll show you the best places to economize. If you have to cut, we help you do it in line with strategy, which will keep you competitive both today and tomorrow.
Under a consistent branding umbrella, we make sure you say the right things to the right people. From sections of your website to brochures, we adapt your value proposition for each segment as needed: industry, decision-maker, types of audience (OEM, “recommender”, purchaser, end user).
The media we use need to match the way people connect with you. For example: If you have a sales force, we develop support programs based on what we learn about realities in the field, to help acquire new customers and get more business from current ones. We put systems in place to ensure salespeople use and benefit from each program element: email blasts, lead-generating advertising, brochures, presentations, trade show booths.