JUMPSTART 2018 STEP 1: Defining And Prioritizing Annual 2018 MARKETING GOALS – So, What Are You Actually Looking to Accomplish This Year?

Value Proposition & Brand Positioning

JUMPSTART STEP 6: VALUE PROPOSITION & BRAND POSITIONING

How to Create a B2B Value Proposition that Rocks

Up until now, every step of the JumpStart plan has been all about discovery. Discovery of what you want to accomplish, who you should be talking to, how your past efforts are working, what your competition is up to and how your internal teams think you’re doing. Now we start to bring all of that together with your value proposition. So let’s talk about how to create a B2B value proposition and what exactly that is.

A value proposition tells your prospective customers why they should choose your business over your competitors, and what makes your services unique and better than other options.

By thinking about all of the factors you’ve been evaluating, your value proposition should start to become obvious. Take everything you’ve discovered, and think about what stands out about your business.

  • JUMPSTART STEP 6: VALUE PROPOSITION & BRAND POSITIONING How to Create a B2B Value Proposition that RocksWhat did your sales people tell you about the competition?
  • What areas of differentiation did the competitive review highlight?
  • What does your target audience want to hear?
  • What has resonated and worked in the past?

Now, align that with what you know you do well, and it all starts to come together.

We’re not talking about creating one perfect statement that does it all. You’re going to want to edit and tweak it to different audiences, channels, etc. A value proposition can include a few pieces that you put together in multiple ways for different purposes. It can help to break those pieces down into core values and the brand promise.

Core values are the building blocks of your brand. Why do you do what you do? How do you do it? These are what you believe in as a company. By connecting them to each other (via everything you’ve already discovered about your business), you can come up with your brand promise. This simple statement should encompass your core values and easily say what makes you special.

Often, the trickiest part of defining core values and brand promise is getting consensus from the decision makers of your business. After all, your company can be something pretty different to all of the members of your C-suite, board or even marketing team. But by going back to the research and all you’ve discovered by following the JumpStart steps, you should be able to distill it into words and statements that make sense on a broader scale for your business.

By combining those pieces with great marketing writing, creativity and strategy, you will be able to communicate your value proposition in any situation and bring it to life. Whether it’s on your website, a trade show display, print materials, digital advertisements, social media or in a presentation to a prospect, your value proposition should be front and center, leading the way.

 

Want someone else to pull it all together for you? Our team of experts is happy to help!  Put POM On It >

Graphic Design That Is a Part of Overall Brand Strategy and Identity - Pomerantz Marketing

Marketing that Doesn’t Suck: Part 6

Example #6: Graphic Design That Is a Part of Overall Brand Strategy and Identity

Graphic Design That Is a Part of Overall Brand Strategy and Identity - Pomerantz Marketing

When you think about your company and how you present it to customers and potential customers, what stands out to you? If you’ve developed a good brand identity, this picture should develop clearly. Your brand should express what you provide to your customers, including their experience, your products or services, what makes your company unique and the values behind it. Now, think about the visual pieces you have to back this up – this is where graphic design strategy comes in. Do your presentations, your logo, your website and even your packaging fit in with that overall brand? For companies that really succeed with their branding, graphic design is an essential part of their overall strategy.

As an element of your branding, graphic design is the visual representation. Choices of colors and fonts can convey a playful image or a more serious one. A great logo can communicate so much about what you do and how you do it in an instant. Companies that appreciate this take it seriously and hire the right professionals to help produce the right designs.

An excellent graphic designer can take your brand identity and values into account and develop a visual representation that helps convey that message. You should be able to put into words what makes your company special – and a graphic designer can put that into imagery. The key distinction here? You’re not the designer, and the designer is not you. You must work together to understand each other’s knowledge base and skillset to come up with the ideal graphic design for your brand.

A professional designer who is part of your marketing team (whether in-house or part of an agency) that truly understands your brand is key to success. Hiring a freelancer for a one-off design may work in the short-term, but it’s not the best strategy for building and maintaining your brand identity. Here are a few of the main benefits of working with a great designer who understands your company:

  1. The right amount of push back = future brand success.  In this situation, the designer is comfortable enough with who you are to tell you you’re getting it wrong and to ask the right questions in order to get it right. They make sure they’re not just giving you what you want but that their designs fit in with your overall messaging.
  2. Long-term cost savings. By hitting the design nail on the head early on, you won’t waste time or money on designs that don’t pay off or fit into your brand strategy.
  3. Consistency. By working to develop the right graphic design for your brand from the beginning, you’ll have brand consistency well into the future. Of course individual designs will evolve, but with a strong base, your graphics will always represent who you are.

So instead of just hiring someone to fire off a new graphic for your company quick and dirty, think bigger. Think about how that design fits into your brand, and find the right marketing team and team members to execute that.

 

Don’t Let Your Company’s Marketing Suck.

Contact us to learn more about our Graphic Design Services >

Use an Outsourced Marketing Partner to work with your marketing director as an extension of your company without having to staff up.

Marketing that Doesn’t Suck: Part 4

Example #4: Companies that Utilize an Outsourced Marketing Partner as a Part of their Growth Strategy

I just had a call today with the Director of Marketing for a mid-size technology company that is looking for an outsourced marketing resource to help them update their company’s positioning in order to be more relevant in today’s market. She has been with the company for six years and felt they needed professionals that specialize in technology marketing to take a hard look at their company and competitive environment and provide them with insights and strategic guidance. She said they were too close to be unbiased. I asked her if they have an in-house marketing department and she said, “I am it.” She works with a variety of freelancers in order to make their marketing happen. I asked her if it was hard not having a dedicated team that was all working from the same sheet of music and she said “it’s exhausting.” I bet it is.

There is a way to utilize outsourced marketing services to support a company’s growth and there is a way not to. The modern, effective way is to have a Director of Marketing or Marketing Manager at the helm internally at your company and then an outsourced marketing partner that provides all of the possible talent needed to market efficiently and effectively. This partner is dialed into your company, offerings, target audiences, customers, competitive environment, team, business objectives and strategic marketing plan. They have one or two people that are your everyday points of contact and that orchestrate all of the initiatives that you have underway. This way, your Director of Marketing or Marketing Manager, can focus on wrangling what he/she needs internally to keep things moving without having to make heads or tails out of communication from an unintegrated team of freelancers. Ultimately, the dynamic between your internal marketing person and your outsourced marketing partner becomes yin and yang, where each is using their strengths to make your marketing machine hum while getting each other’s back.

The other, more “exhausting” way is to piece things together with a hodge podge of freelancers who don’t typically interact with one another and are task driven instead of strategy driven. Sure, many of the freelancers are talented individuals who do a good job but that’s just it, it’s a job, a project, not an integral component of your strategic marketing program that they are actively living every day.

It’s understandable that companies today don’t want to staff an entire marketing department with all of the talent that is really required. They don’t want the headaches or the overhead. So they find one person with a marketing background, give them some sort of budget for freelance talent and expect marketing miracles to happen. Piecing things together is penny wise and pound foolish. If you’re going to outsource your company’s marketing, find a partner who can become an extension of your company, a participant in your total success. Otherwise you’re just treading water. and limiting your company’s growth potential.

Companies that Utilize an Outsourced Marketing Partner as a Part of their Growth Strategy - Pomerantz Marketing

Don’t Let Your Company’s Marketing Suck (and stop being mean to your Marketing Manager).

Contact us to learn more about our Outsourced Marketing Services >

Companies that Make their Marketing Managers Carry Too Heavy a Load and that Should Really Consider Outsourced Marketing Services - Pomerantz Marketing

Marketing that Sucks: Part 4

If you’re a company that embraces marketing but doesn’t want to staff up, consider outsourced marketing services. - Pomerantz MarketingExample #4: Companies that Make their Marketing Managers Carry Too Heavy a Load and that Should Really Consider Outsourced Marketing Services

Companies outsource a whole lot of stuff today and this includes outsourced marketing services. But outsourced marketing services still haven’t caught on as much as they need to with small to mid-size businesses. The most common situation we see out there in Marketing Land today is small to mid-size companies that embrace marketing but terribly understaff this function in their business. They hire one Marketing Manager and expect them to function as their entire marketing department. Let me tell you, it isn’t pretty. These are some of the most stressed out people you will ever meet. They are wearing so many hats and are responsible for having more specialized skills than any human should be required to have in a lifetime.

On top of all of this, these very same Marketing Managers are expected to prove their worth by making sure their marketing efforts are producing ROI. Sounds like fun, huh? That’s why so many of these talented individuals last for a year or two and then find a healthier, more supportive work situation. But then there are the savvy Marketing Managers that seek out agencies like ours that provide outsourced marketing services to small to mid-size businesses. They work with us to help make the case to management that they can’t do it all on their own and that their company can have the benefit of a dedicated marketing department for significantly less than the cost of staffing one simply by retaining an outsourced marketing agency. Plus, this type of arrangement will up their company’s marketing game on every level, enabling them to achieve the results they are seeking.

The moral of this story is one person does not a marketing department make. Marketing in today’s complicated world requires a massive amount of different skills and talents to be done well and achieve results. If you’re a company that embraces marketing but doesn’t want to staff up, seriously consider outsourced marketing services so you don’t have a revolving door of marketing managers.

 

Don’t Let Your Company’s Marketing Suck (and stop being mean to your Marketing Manager).

Contact us to learn more about our Outsourced Marketing Services >

How to Keep Your Brand Up-to-Date in the Digital Age - Pomerantz Marketing

How to Keep Your Brand Up-to-Date in the Digital Age

How to Keep Your Brand Up-to-Date in the Digital Age

Whether you’re prepared or not, the Digital Age of marketing is upon us. To avoid getting lost in the crowd, it is imperative to transition your brand into the digital world. If you’re stuck in traditional marketing and haven’t yet opened your company up to the many ways to market yourself digitally, you’ll go nowhere fast.

Digiday, “The Authority on Digital Media, Marketing and Advertising,” has published an article that explored the battle of brands to stay relevant and embrace digital. They talked about five things companies do that takes them off track when it comes to moving forward with digital marketing. Here are our takeaways from their article:

1. BE CUSTOMER-FOCUSED

Building relationships and keeping the customer as your main focus has always been key in traditional marketing, and it continues to be true in digital brand marketing as well. Instead of going for the quick buck, look to the long-term. A loyal customer is worth much more over time than a dissatisfied one-time buyer.

2. BE OPEN TO CHANGE

Be flexible to try to new things. Don’t get lost in the printed collateral clutter, but open up to also sharing your company via social media, your website and digital advertising. Make your presence known both online and off. After all, many people now find companies online and first get to know them there. Don’t you want to give a good first impression?

3. TAKE RISKS

No one is ever remembered for “playing it safe.” Sure, it might be a risk to try something out-of-the-ordinary —but all press is good press, right? In the digital world, it’s much less costly to take a risk. If a social post or digital ad campaign isn’t performing, you can change strategies and messaging with the click of a button. So give it a shot!

4. ANALYTICS ARE YOUR FRIEND

Don’t just make reports, read and learn from them. Listen to customer complaints and suggestions, then make changes. One of the greatest benefits of digital marketing is the ability to see and hear almost immediate feedback. That may be scary at first, but truly listening to customer complaints and praise can help take your company in a new, stronger direction.

5. DIGITAL BRAND FOR ALL

Digital should be infused into all aspects of your brand, not just here and there.
How is your digital brand keeping up? What advice can you share for being successful? In today’s world, your brand is often known first by its digital footprint, so make sure there’s a strategy behind your digital presence.

How is your digital brand keeping up? What advice can you share for being successful? In today’s world, your brand is often known first by its digital footprint, so make sure there’s a strategy behind your digital presence.

And if you’re interested in learning more about Brand Consistency, register for a FREE Online Seminar by Marketing Profs

Click here to read Digiday’s article entitled, “5 Habits of Unsuccessful Brands in Digital.”