Reality Based Marketing

The power of seeing the world as it really is.

You can only get where you want to go by first looking at the way things really are. In a recovering economy this is even more so. Reality-Based Marketing focuses your resources on the areas of highest impact. That’s one reason it works. We make the truth pay off for our clients.


THE 3 KEY REALITIES THAT IMPACT YOUR MARKETING PROGRAMS

		Your company’s strengths What you stand for that makes you different and better than other choices: rational and emotional factors. Your brand promise and personality. Value propositions for each segment. What your customers care about The unmet needs you fulfill. The main "pain" you fix and how important a solution is for each customer segment. How they see the competitive set. Where your solution fits in their lives. The competitive environment What your competitors are saying they do, and what they can actually deliver. What you do that they don’t. Windows of opportunity for you to "own" a position that hasn’t been staked out yet.

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.

Your budget
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.

Your message
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).

Your channels
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.