Our practical methods deliver results

Our marketing methods are based on a model we have derived over 20 years of research, refinement and experience. It involves 9 key steps to building a solid foundation for growth, and is equally applicable for:

existing and new products
existing or new markets
established companies or startups.

Market offering 

There is often a difference between how you, your customers and prospects view your market offering. Very frequently in IT and Biotech, the product or service is technically outstanding, yet how it is presented does not convey its true strengths, completely or persuasively.

Our first step is FABMax, a process to extract all the benefits from all the features and functions of your technology and company – for all possible markets and niches. In this stage we help you define what and where your technology is truly unique and competitive.

Market position

Positioning is how prospects view your offering relative to competitors and the key is  perception not reality.

Having defined what makes your offering competitive, we compare this with how competitors represent themselves in the markets or niches where you have advantage. This is the POSMax process, where we define a unique and compelling market position which you can occupy, sustain and defend. 

Target markets

Potential markets are everywhere, yet trying to penetrate them all simultaneously, could be expensive, time-consuming and ultimately unrewarding.

In this step, we define which markets are most accessible for your product and your company at this time. We analyse your offering compared to competitors and help you define a range of markets or niches which you can reasonably penetrate with existing resources and structure.

Branding

Having defined your ideal market position and targets, you need to consider the effectiveness of your branding.

Branding encompasses all aspects of the image you project, including your name, tagline and logo, and includes the images, font and colours you use. Deeper aspects of branding include your people, your office and your business processes as all are either consistent or not consistent with your brand and desired market position. In this step, we help you define a brand which is compelling, effective and achievable. 

Messaging

The words you use are equally important to your brand and to your ability to persuade. Your product or service may be technically very complex, yet your target buyer may be the CEO, concerned more with high level business issues.

In this step, we help you refine your messaging to be brief, consistent and persuasive, compelling your target market to take the action you desire, be it to call you, to arrange a demo, download a trial or contact a reseller.

Sales model

Depending on your product and target markets or niches with greatest potential, your current sales model may not be ideal.

In this step, we help you look at your defined target markets and the most effective ways to penetrate them. This may mean a new model for new markets including distributors, resellers, alliances, influencers and sources of referral, and moving from direct to indirect sales, or the reverse.

Channel development

If you need to build or modify your channel, your resources may already be focused on existing customers and channel partners.

In this step, we identify and qualify the channel partners you need to penetrate the target markets where you have greatest advantage. We also help you develop the tools you need to engage potential partners and use them on your behalf. We may also suggest a more strategic approach to channel development.

Promotion and PR

If you do not gain all your business from referral or website enquiries, you will probably need to generate leads.

In this step, we help you define the most effective means to generate leads, both offline and online, and the most appropriate PR to use to ensure greatest response. Our experience and relationships enable us to target the most suitable mechanisms and media, to deliver cost-effective outcomes.

Market development

The final step in the process is developing the markets you have penetrated and ensuring continued growth from them, as continually penetrating new ones is fundamentally more costly.

In this step, we help you look at customer relationship management and how to ensure both satisfaction and ongoing advocacy from your customers.

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