THINK SMART. ACT BOLD.A Digital Agency for CRE + AEC Firms
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + Interactive
Portals, Apps + Integrations
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Consulting
Branding + Identity
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization
CORE ELEMENTS OF YOUR BRAND
VALUE
PROPOSITIONS
Be different.
BRAND
VOICE
Sound different.
POSITIONING
STATEMENTS
Talk consistently.
BRAND
IDENTITY
Impress quickly.
VALUE PROPOSITIONS
An innovation, service, or feature intended to make a company or product attractive to customers.
MAKE THEM
UNIQUE
The real power of value
propositions is that set you apart
in the market from everyone else.
KEEP THEM
INTERNAL
These should really be a
foundation and barometer used
internally and less externally.
ALWAYS
LIVE THEM
Value propositions should be used
across marketing, sales, product
development and strategy.
VALUE PROPOSITIONS EXERCISE
Step 1: List Buying Factors
1
2
3
4
5
6
7
8
9
10
BENEFITSWhat your service or product does to make your customer’s life easier by increasing pleasure or decreasing pain.
FEATURESAttributes of your services, deliverable or product.
EXPERIENCES
How working with you or your product makes a customer feel.
Customer Service
Security
Ease Of Use
Integrations
Mobile Version
White Labeling
VALUE PROPOSITIONS EXERCISE
Customer
ServiceSecurity
Ease of Use
Integrations
Mobile White
Labeled
You
Comp Grp 1
Comp Grp 1
Step 2: Plot Strategy Canvas
VALUE PROPOSITIONS EXERCISE
Customer
Service Security
Ease of Use
Integrations
Mobile White
Labeled
You
Comp Grp 1
Comp Grp 1
Legal
Focused
Step 3: Raise, Reduce, Eliminate & Create
VALUE PROPOSITIONS EXERCISE
Step 4: Define & Detail Value Props
SECURITYWe provide the highest level of security through a 5-star industry rated program.
INTEGRATIONSWith over 30 integrations and more being launched each month, we provide ultimate flexibility.
LEGAL FOCUSWe’ve developed specialized features to help legal professionals and teams excel.
BRAND VOICE FRAMEWORK
PERSONA
PlayfulInspiringCasual
AuthoritativeWarm
Professional
TONE
AuthenticHonestHumblePersonal
DirectAcademic
Witty
LANGUAGE
SimpleSavvy
Jargon-filledFun
SeriousWhimsical
PURPOSE
InformEducateEngageAmuseImpress
MotivatePromoteEntertain
POSITIONING STATEMENTS
A positioning statement is an expression of how a given product, service or brand fills a particular consumer need
in a way that its competitors don’t.
CLEAR +
CONCISE
Keeping your positioning
statement clear and concise
ensures you have a message
everyone gets.
INTERNAL +
EXTERNAL
While they can be used externally,
the should really be a foundation
and barometer internally.
KEY
ELEMENTS
Utilizing your audience and value
propositions, your position brings
much of your brand together.
POSITIONING EXERCISE
For [target audiences / segments],
our [company / product]
is the [frame or reference / what we do]
that [rational / emotional benefit or promise]
because [reasons to believe promise].
Step 1: The Formulaic Statement.
For creative individuals, Apple Computers
is the technology product that allows you to
express your creativity because they look
and feel different, but are highly connected
and intuitive.
POSITIONING EXERCISE
Well, you know when [problem]?
Our [fix].
As a result [outcome].
Step 2: Problem-Fix-Outcome Statement.
Well, you know when you need to get a ride somewhere and you call a taxi, it always ends up costing more than you thought it would?
Our app lets regular people bid against one another to give you a ride at a fixed price in their own car.
As a result, you know right up front exactly how much it will cost and that you're getting the best possible deal.
POSITIONING EXERCISE
Step 3: Simplicity + A Little VoiceIn the end, just look at it and ask yourself, “Does this sound like us?”
The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and “macho wannabes”) mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom.
BRAND IDENTITY
Where your value propositions, voice and positioning meet the world.
IDENTITY
The visual feel - fonts, colors,
images, logos and other visuals
that exemplify the position and
voice.
SLOGANS
Slogans are not just what goes
under the logo, they often are the
main messages that catch
attention across marketing &
sales.
MESSAGES
Messaging is the deeper content
that provides information. Often
there is a separation between
marketing messages and sales
messages.
KEY MESSAGES
Value propositions and positioning statements utilize your voice to create key messages.
Key messages are utilized across all aspects of marketing - from website and advertising headlines to emails and proposals.
Developing key messages for the organization give all external communications consistency.
First, key messages provide the nuance for your team to expand value propositions and positioning statements.
Second, they provide examples of how your voice is utilized to create a sound to your brand.
And lastly, they help make creation of materials quick and consistent for everyone.
MARKETING + SALES BIBLE
Create A Brand GuideA great tool to hand out to new employees or even share with potential customers, your brand book creates the narrative, guidelines and nuance for everything about your company.
MARKETING STRATEGY VS MARKETING PLAN
Marketing StrategyBridging your core brand elements such as
value props, positioning, voice and identity to
your narrowed target audiences.
Marketing PlanA detailed tactical guide that describes
channels, actions, integrations and KPIs over
a determined period of time.
FUNNEL STAGES
Close
Nurture
Conversion
Engagement
AwarenessA lead is transitioned from a Marketing Qualified Lead to a Sales Qualified Lead.
Marketing Qualified LeadAnyone within your marketing ecosystem - connected to you on social platforms, on mailing lists or in automation segments.
Sales Qualified LeadA prospect that has graduated from a MQL and has not yet become a client.
CONVERSION
Landing pages and conversion are the center point of a successful campaign.
Low Commitment ConversionsNewsletters and downloads are low commitment.
Medium Commitment ConversionsWebinars and tools are great mid-level conversions.
High Commitment ConversionsForms and calls are high commitment for visitors.
Include a multiple levels of commitment to be successful.
PAINS + ACQUISITION MOMENTS
Pains
Understanding your customer’s pains (part of
your persona), is a key to developing quality
conversion points.
Acquisition Moments
Look for the drivers and moments when a
target customer is looking to research or
select your services.
Conversion hinges of providing value and with low commitment and high engagement.
KPIs
Metrics define our success and bad metrics provide misinformation to hurt our campaigns.
HARDKPIs
Metrics that are the end result of
marketing campaigns before sales
and revenue.
Contact Form
Call
Purchase
SOFTKPIs
Metrics that describe your
audience reach and total
marketing ecosystem.
E-Mail List Size
Social Followers
Segment Size
LEADINGINDICATORS
Metrics that provide indication
towards soft and hard KPIs and
their change impacts the others.
Visits
Bounce Rate
Open Rate
Cost Per Lead Curve
OptimizeOur amazing team of marketers, designers and developers work to make impactful improvements.
Test & MeasureReal data ensures smart decisions to improve selected Key Performance Indicators.
Drive ROIOur retainer allows the time to optimize CPL. The longer the campaign runs, the greater the ROI.
STRATEGY IMPLEMENTATION OPTIMIZATION
Your Marketing Ecosystem
Define what makes you different
Evangelize your brand
Narrow your focus
Create an end-to-end funnel
Always deliver value
Make your your conversion is right first
Measure, test and optimize
WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?
Andy Halko@andyhalko
Insivia@insivia
Get the slides at insivia.com/the-brand-gap-presentation