Branding isn't as easy as it sounds...

>> Get a Better Picture of Your Position in the Market

Internal and External Research

Solaris conducts internal and external interviews and web-based research to determine key metrics, based on actual market feedback, from which the marketing and corporate strategies are developed. Findings can include:

How you really stack up against the competition in the eyes of your prospects

Your strengths, weaknesses, opportunities and threats (SWOT)

Decision makers and decision factors

Target market preferences

Your industry environment – political, environmental, social, technical, legal and ethical factors

Industry trends

 

>> Make Sure Everyone Has The Same Vision

Strategic Discovery

A Strategic Discovery consult will help you more clearly articulate your vision for the company. The Strategic Discovery process uses customized strategic planning models to assist you in developing or refreshing your strategic vision and business mission, along with defining goals and objectives.

Strategic Discovery will:

Articulate a process for creating sustainable growth

Provide analysis and planning to maintain a strong standing with current customers while positioning the company for purchase

Clarify the understanding of the value your company offers the market

Develop criteria for decision making

Create a plan and the language that will enable you to more clearly convey the organizational purpose to all constituents

 

>> Clarify Your Real Value to the Market

Effective Messaging and Positioning Strategies

The first task of sales support material is to cut through the barrage of information that bombards prospects each and every day, and clearly communicate the unique value your company represents. In today’s market, terms like “leader,” “innovative,” and “pride” do very little to advance the sale. You need to express your value in terms that motivate your prospects to take action.

Our goal in messaging and positioning is to create specific messages for specific targets in order to ensure the greatest possible impact, while developing a central theme under which all the messages can unite.

 

>> Deliver the Message

Communication Planning and Implementation

 

Solaris examines available communication channels to determine which can most effectively convey the messages to the identified targets.

We also examine options for contacting targeted firms and individuals with specific offers. We develop sequence and timing strategies appropriate to the offers and the buying processes of the various segments and targets. 

In doing so we investigate questions such as:

 

What information related to the services would prospects consider beneficial and not just promotional?

At what point in the buying or retention process do we want to contact prospects or existing customers?

What are the logical next steps for prospects or customers to take after receiving our materials?

Based on the agreed strategies, Solaris develops messaging vehicles to communicate your value to all constituents, internally and externally. Messaging vehicles can include one or all of the following.

 

Websites

Your website is one of the first places prospects will to go to see if they can determine the value your company might bring to their operation. Solaris will make sure that value is communicated front and centre.

Presentations

Will better presentations really improve your business development efforts? That depends. If you ever find yourself in a close race with your competition, then more professional, flexible and consistent presentations will definitely make an important difference in your business development efforts.

Information Folders

It’s vitally important to package details about your products or services in a framework that opens a place in the prospect’s mind to receive the information. A four-page 8½ x 11 folder with a pocket for inserts is one of the most effective means of making sure your key messages are communicated before you ask prospects to absorb the details of your information or proposal materials.

Direct Response Vehicles

In the current sales environment, the challenge is to get prospects engaged with you at some level – even if they won’t initially see a sales person. Direct response vehicles offering something of value in return for a response are the ticket to starting that interaction. Important: The “offer” can’t be a cheesy “specialty marketing” giveaway, like a ball cap or a pen. It must be directly related to your business and be legitimately useful in helping prospects improve their own business.

 

Additional Messaging Channels

Fact Sheets

Tradeshow Materials

Seminar / Conference Materials

Lunch ‘n’ Learn Materials

Brochures

White papers

Newsletters

Advertisements

Videos

Intranet

Public Relations

Specialty Marketing Items

Posters