Marketing Strategy

Services

• Positioning workshops
• Qualitative & quantitative research 
• Creative brief development
  
• Creative teams management

Positioning Workshops   Once you have a handle on this, it's critical to develop a positioning statement; a carefully crafted statement where you explain how a product, service or brand fills a particular consumer need in a way that its competitors don't.   We believe it needs to answer the core 

• We start any positioning statement with "<your product/brand name> is a <what it is>. We are straightforward and clear in this beginning, we don't try to be cute or too smart.
• Continue with "designed for <customer description>".  We describe the customers in demographic and behavioral terms so we can find them online; their age, their likes, their location.
• Continue with "While other <same category products> <what they do that you have improved>, <your product/brand name> <what you do differently>"
• Next add a benefit statement. "In this way <your product/brand name>gives customer <benefit(s)>". This element is key because it contains the competitive concept that is the foundation of any effective positioning.
  

We use the positioning statement as the benchmark for any online marketing activity. Does it communicate the positioning statement effectively? If the answer is "yes" do it, if it is "no" see how you can change it.

Most employees within an organization have such a statement floating in their head.  However too often they differ slightly from one another and those differences can sometimes make a big difference in the tactical choices each employee makes.  Driving to consistency is the key to success.

We organize workshops where clients and their teams come together to write a collective positioning statement.  Underlining assumptions are revealed and differences are explored in a collaborative environment.  Soon the collective wisdom reveals the essential truths and the process becomes a team-building exercise.

Qualitative & Quantitative Research   Sometimes assumptions need to validated and a focus group is the only way to get feedback.  A focus group is the meeting of a small group of individuals who are guided through a discussion by a trained moderator. The goal of the focus group is to get beyond superficial answers and uncover insights on consumer attitudes and behavior.

Creative Briefs

• positioning workshops for clients
• organize focus groups by partnering with leading qualitative research companies