Among my business partners is Arthur Germain, formerly executive editor of VARBusiness (a trade publication serving the value-added reseller world), director of internal communications and public relations for handheld device vendor Symbol Technologies and an award-winning strategist at Neale-May & Partners + GlobalFluency He is currently principal and chief brandteller of the Communication Strategy Group, a strategic communications and marketing agency in East Northport, N.Y.
Arthur’s specialty, which complements my own marketing writing services is “Brandtelling®,” which uses series of brand stories (about a company, its products or services, or the benefits those products or service provide) to make its brand relevant to its target market.
I’ve joined Arthur in several “Brandtelling®” exercises, which include interviews with customers, as well as analysis of both our client’s marketing as well as that of selected competitors. The aim is to understand the brand “story” our client thinks they’re telling; whether customers are hearing that same story and what about the client and its offerings they do and don’t like. We also analyze the Web sites, and marketing strategies, of selected competitors looking for messages to emulate or to avoid.
Our clients find this exercise valuable because in today’s cost-conscious, crowded market, they cannot afford not to know how they are performing, and what their customers really value (compared to what the vendor thinks they value.)
What I found interesting from one recent brand-telling for a regional IT services vendor is that, while we went looking primarily for marketing insights, we came away with a number of operational suggestions. Having experienced IT journalists interview customers uncovered*…
Customer Perceptions...
You are in an enviable position. Your customers love you, seriously. Some spoke of you as “family.” Most referred to you as “partners.” And like family or partners, they are brutally honest in their assessment of how you are performing. They recognize that you are experiencing growth and they are both excited for you and wary of what it might mean for them.
We were amazed at the depth of relationship your clients have with you. They spoke about your staff as trusted colleagues – especially meaningful when you consider that most of the customers are in health care, a typically choosy and demanding customer base. You are a welcome member of their club. And they named names. While your CEO was named most frequently, others in the organization were also praised – (“part of our team”), (“probably one of the smartest IT people I’ve ever spoken to”), (“experts”), and even your receptionist (“the gatekeeper”).
When asked what word best described the company, the CEO’s name was the most frequent answer, followed by “money” or “cost”. However, while most customers were quick to say you are expensive, they were just as quick to say that you were worth it.
...Competitive Analysis...
Today your Web site lists five “primary business sectors” followed by six client industries. This is confusing. Time to make some bold choices and list the Top Client Industries you serve front and center on your site. We know, you think this may scare off some prospective clients. But it’s not likely. What it will actually do is enable specific industry clients to recognize that you focuse on their needs. Consultants like to say that you can’t boil the ocean. We think a lack of focus may spread you thin, dilute any marketing messages you create, and make it difficult to profitably serve your clients. Potential Tactics ·Individual landing pages for each vertical with copy and applications specific to them ·Develop “special forces teams” focused on each key industry ·Develop feature articles/white papers on specific vertical industries to showcase exactly how you benefit a customer in these industries ·Develop premium services keyed to specific verticals or vertical applications, such as electronic health records (a stated customer need in health care.)
...and Operational Insights
Today your Web site lists five “primary business sectors” followed by six client industries. This is confusing. Time to make some bold choices and list the Top Client Industries you serve front and center on your site. We know, you think this may scare off some prospective clients. But it’s not likely. What it will actually do is enable specific industry clients to recognize that you focuse on their needs. Consultants like to say that you can’t boil the ocean. We think a lack of focus may spread you thin, dilute any marketing messages you create, and make it difficult to profitably serve your clients.
Potential Tactics ·Individual landing pages for each vertical with copy and applications specific to them ·Develop “special forces teams” focused on each key industry ·Develop feature articles/white papers on specific vertical industries to showcase exactly how you benefit a customer in these industries
·Develop premium services keyed to specific verticals or vertical applications, such as electronic health records (a stated customer need in health care.)
*Excerpts edited to preserve client anonymity.
Bob Scheier Associates Office: (781) 599-3262 39 Blaney St. Email: bob@scheierassociates.com Swampscott, MA 01907