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Asymmetric Marketing Communications
Is your company a brand advertising agency, interactive marketing shop or corporate communications firm focused on serving high technology and e-business clients? Is in-depth competitive analysis and dynamic positioning within complex or emerging tech categories not a core competency of your creative and campaign management organization? Are your people up-to-speed on best practices in demand-generating, analytics-driven conversational e-marketing? Has one of your clients experienced a rapid loss of ‘reputation equity’ through a missed sales forecast, business crisis, or executive scandal? If you answered yes to any of the above questions then you may benefit by incorporating Asymmetri into your communications and messaging team.
Communications strategies and campaigns that leverage asymmetry are designed to create tangible market demand for your clients while securely positioning them for increased ‘share of wallet’ with their current and future customers.
Asymmetric marketing communications strategy and execution incorporates 3 critical building blocks for success in the new uncertainty.
1. Pre-emptive Category Positioning: Smart agencies don’t wait for analyst firms to position their clients in the ‘magic quadrant’. They go on the offensive by analyzing and defining the category in such a way that their client is the ‘pre-emptive’ leader. We can work with your account team to show them how it’s done.
2. “Inside-out” Branding: Brand loyalty in uncertain markets is as much about ‘who your client is’, not simply what your client does. In fact, your client’s operating culture is often a rich, untapped source of competitive differentiation. Market leaders Intuit and Yahoo call it ‘inside-out’ branding. It powerful and it works. We can help your creative team drill down into the brand and reputation attributes of your client’s operating culture to create unique, customer-attracting messaging.
3. Conversational Communications Model: Today’s IT markets are ‘attention deficit’ markets. A seemingly infinite number of marketing messages is being continuously targeted at your ‘target’. The only way to break out is engage in a consistent online and multi-channel ‘conversation’ using the optimal mix of internet and off-line media. We can help you build and perfect that model, growing your client’s digital sales pipeline and capturing real-time analytics in the process.
To partner with us and arrange for an assessment of your client’s communications strategy and programs, contact us at info@asymmetri.com.
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