Smart Marketing Blog

Creating a Killer Corporate Pitch Deck

Once your message is set, you’ll need content to share and deliver the story of your company. A great way to do this is to have a well-designed corporate slide deck. A corporate slide deck can be disseminated through your company so that multiple teams can give presentations that have the same look, feel, and message. I recommend writing a script for the slides and including it in the notes of the slide. Presenters don’t need to use the script verbatim, but an available script allows a presenter to understand the main point for each slide and get a feel for the key related messages. They can then use whatever words and personal stories they need to articulate the corporate message with their own voice.

New Ebook: Smart Messaging for Engineers

Differentiate Your B2B Company and Stand Out to Technical Buyers While marketing practices continually change and provide new ways to drive awareness and efficiency – from email marketing in the 90s to social media marketing today – people are still people. And if they don’t trust you, your company, or your spokespeople, or if they believe you say one thing but do another, no marketing program will change that. But, if you have great products or services, accurate, compelling messaging can help solidify and communicate your brand to your audience.

4 Tips for Achieving a Strong Market Positioning Statement

What is Market Positioning?

Want to Market Against Your Competitors? Proceed Carefully

Remember when you were young, and there was that kid who spent more time dissing you or others than making something of themselves? Maybe you wanted to let them have it, but you knew (or maybe your parents gave you some advice) that it was best to take the high road and focus on your strengths and success. There is some wisdom in this childhood scenario for grownups running businesses, product lines, and service areas, who are competing for awareness, customers, and marketshare. In every market, every town, every application space, you are going to face competition. And that's a good thing - for companies and consumers. But maybe you are considering making a move to directly market against your competitor. Is this a good idea? The answer is, maybe, but be careful. Let's look at a a recent example to help illustrate some upsides and downsides for consideration: Microsoft's recent ad campaign against Google in the mainstream business press. Here is one of their ads: Microsoft ad, Text to the right

Brand Positioning: Questions to Ask

Simply put, brand positioning is the process of getting your target audience to know your brand and associate it with specific characteristics and attributes. One of the first steps to brand positioning is to create a company positioning statement that describes what you do, who you do it for, and what differentiates you from others in the market.

Create Target Personas—Define Who, and Who Not, to Target

In Rebecca Geier’s book, Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences, she explains how to customize your marketing approach by creating buyer personas. Creating personas is a straightforward process and will allow you to customize your messaging and marketing to your target customers’ specific concerns and needs. 

Case Study: Hallam-ICS Makes Culture a Key Differentiator

Brand positioning and messaging is critical to your business and marketing strategy because it defines what you do and how you stand apart from your competition. Some companies differentiate themselves with technical expertise, while others use their culture as a competitive advantage. Last year, TREW-client, Hallam ICS called on TREW to revamp their brand positioning and messaging so they would stand out from their competition.  

Part 2: 4 Steps to Develop Your Brand Message

This is part 2 of a blog series on brand positioning and messaging. In the first post, I explain the 10 steps to develop your brand positioning. In this next post, I explain how to use the positioning language to develop your brand messaging. It is recommended you read part 1 of this series before reading this post.

Part 1: 10 Steps to Develop Your Brand Position

This is part 1 of a 2-part series on brand positioning and messaging. In this first post, I’ll walk step by step through the process of developing your brand positioning. In part 2,  I’ll then talk about using the positioning language to develop your brand messaging.

Make Sure Your Ad Passes the 2-Second Test

The shift in marketing dollars to online advertising has changed advertising, but there is still a place for traditional print advertising. But it has to pass the 2-second test - the time a user will give to your ad before scrolling past it. 

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