Defining a positioning is the first step of any marketing communication strategy. What’s the composition of the target market? Who are the competitors? What are the contents of their communication, what channels do they use? What place do we want to take? Which segment of the market shall we target? What size do we want to reach? These are just a few of the parameters that we include in our initial assessment. Our preferred method is what we call comparative analysis, a tool that allows us to take a snapshot of the client’s starting position, by looking at core elements of communication. The following step is sharing the results of this professional analysis with the client, in an open discussion that can involve company staff and property, too.
Having drawn an accurate picture of the market, it’s now time to focus on our client’s value proposition. To do this, we use a wide array of tools. We frequently rely on the Business Model Canvas, a useful instrument for getting to know the client’s business model, communication channels, the infrastructure of its organization and other technical aspects. We also combine this with the Value Proposition Canvas to put the client’s value proposition into focus, defining the customer segment and looking for ways to achieve a product-market fit. We have a varied offer of workshops to suit our clients’ needs, making use of agile processes and collaborative, co-creation projects.
We’ve learned from experience that the best communication strategies have their roots in contents and identity. To us, communication is primarily an attitude: this is why it should involve the whole of a company – including the people that make it up. To make sure that contents are in line with the overall strategy, we use facilitation methods like Lego Serious Play that, by engaging a company’s staff in a day-long playful reflection on identity, allows us access to the core contents to be used in a communication strategy. After this generative phase, our professionals get to work on creating identity systems, tools, communication channels and all that is needed for a successful, effective integrated communications strategy.
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