In — what we’re all hoping are — these post-recession days, we’re happy to be seeing a lot of activity from companies wanting to remake their long dormant websites. When I get to the point in the conversation in which I ask about the investment they wish to make, the answer is often gray. The subtext is that they will let the market dictate price. Following are 5 points I recommend companies gain some certainty around, prior to speaking with potential web design and development partners. Being clear on these points will help avoid ambiguity and aid in identifying the best firm for the job, which may or may not be the low price option.
Brand strategy – brand strategy or positioning are fancy terms for professional differentiation. Listen to your customers, incorporate that intelligence into your own language and practice, share the kool-aid with your organization and feel great about being able to explain what you do with confidence while riding the elevator and talking to an impatient prospect. The website will come so much easier and faster when the brand is right.
We recently won a competitive situation and will provide web site design, a pay-per-click (PPC) Search program, eMarketing and brand messaging for a company run by engineers. The company had originally been referred to us for “a website.” When I asked the client why he chose RainCastle, he said we were more strategic in our approach, viewing the web in the realm of marketing rather than technically, and that we understood how engineers view marketing … or don’t. Generally, he felt confident that we could work with his senior people and successfully guide them through a process. The consultative approach remains viable in the age of social media.
First of all, let’s get this out of the way. For those of you who don’t know, Don Draper is the protagonist in the TV series, Mad Men, which takes place around 1960 in the office of fictitious ad agency, Sterling Cooper. For six years, I’ve watched Don’s character unfold. The similarities between us are evident. Read more
This is my first post and I’m pretty excited. The blog will be a place to discuss how differentiation — in creative, client service, marketing relationships, brand messaging, user experience — can be applied to what you do for your customers. I’m also looking for serendipitous dialogues, the unexpected and often meaningful interactions that can happen when one puts themselves “out there.” In the long run, we know that this blog will be much better if you share your thoughts with us. So please feel free to let us know what you think, either by commenting, or if you would rather email us, we’d love that as well. Social media gives us the ability to all share and collaborate on ideas, and the discussions we have here will be much more valuable for everyone if you share your thoughts and opinions with us!