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strategy + branding + marketing + technology WHAT IT TAKES TO WIN 2 strategy + branding + marketing + technology COMPETITIVE ANALYSIS Start your competitive research by looking for: 1. Brand Messaging • How effectively they communicate what they do, who they do it for, and how they do it. 2. Product, Services, and Industries • Where are you competing? Head-to-head or only in certain products or services? What industries do your competitors market towards? 3. Online Presence • How current and relevant is their website? What is the ease of access to information? Is there any unique tools they have to offer? 4. Social Networking • Whether your competition is doing it or not, check if there’s any opportunity to shine on social. 3 strategy + branding + marketing + technology Laying Out the Competitive Landscape A quick snapshot comparing competitors will give you better idea of how you compare. Company Example: Red Caffeine Locations Employees Lombard, IL 17 Revenue ($, mil) Competitor 1 Competitor 2 Competitor 3 strategy + branding + marketing + technology Head-to-Head Comparison Data can be collected at your local library from databases such as Hoovers or the ReferenceUSA database by infoUSA 4 Dive deeper into your competitor’s brand messaging strategy. Are they getting their point across effectively? Is their logo succinct with their tagline and the value propositions they bring to the table? Logo Tagline Example: We think different and that’s the + Messaging Key Differentiators A turn key solution to Including Strategy, Branding, Our unique blend of marketers + impacts a business from the inside out. Technology, and Marketing. of our holistic approach is alignment Key benefit being, everything with your vision, team culture and integrated and aligned. Whether we’re building a brand, campaign, website, or software Proven process. passionately committed to fueling your A team built around culture. Competitor 1 Competitor 2 5 strategy + branding + marketing + technology Is Your Brand Getting the Point Across Outline all the services and products each competitor offers. Then decide: Who are direct competitors (competitors whose products and services are highly similar)? Or indirect (competitors who offer only a few similar products and/or services)? Competitor Example: Red Caffeine Service 1 Service 2 Service 3 Service 4 Strategy – Competitive Analysis, Analysis, Primary and Secondary Research, Marketing Auditing. Branding – Logos, Naming, Naming, Marketing Materials, Sales Tools, Web Design, Brand Architecture. Technology – Websites, Apps, Apps, Databases, eCommerce, and everything in-between. Marketing – Content, Search Search Engine Marketing, Social, PR, Experiential, Email, Direct. Competitor 1 Competitor 2 Competitor 3 6 strategy + branding + marketing + technology Compare Products/Services Offered Example: Some competitors only cater towards certain industries. Identify if there’s a gap that your services and/or products can fulfill. Industry Corporate IT Red Caffeine Competitor 1 Competitor 2 Competitor 3 Medium High Government Medium Healthcare Low Entertainment Low Hospitality Low Education Low Transportation Low Manufacturing High 7 strategy + branding + marketing + technology Industry Focus Comparison Web Site Example: User Appearance Experience Resources Unique Tools Social Red Caffeine Competitor 1 Competitor 2 Competitor 3 Appearance: Modern or dated User Experience: Overall quality of ease of access to information LEGEND Resources: Is there value or downloadable content Unique Tools: Do they have client portals or calculators etc. Poor Average Great Social: Do they have networks listed on their site * Domain Authority, Organic & PPC should be assessed by 3rd party 8 strategy + branding + marketing + technology Web Presence VS. Competitors Comparing your social media presence with your competitors can help you identify if you’re behind the eight ball or if you have a chance to dominate in a certain social realm. Example: Company Red Caffeine Social Links on Site? Yes LinkedIn Followers 124 Twitter Followers 707 Facebook Likes 376 YouTube Followers 13 Google Plus 13 Competitor 1 Competitor 2 Competitor 3 For a clear perspective of how social media platforms differ, click here! 9 strategy + branding + marketing + technology Who is Social? Jimmy Merritello – Strategy & Digital Lead [email protected] | 630-785-6903 10 strategy + branding + marketing + technology HAVE QUESTIONS?