Acuigen - an optimised business development plan
Five years after helping to develop a completely new brand we were delighted to be invited back to refresh the brand and in particular the website. Acuigen, a specialist customer satisfaction research company with a great story to tell needed to use the brand to target new prospects and to exploit their reputation.
Our client had established a solid business but needed to improve new business gains and protect pricing against new entrants. Develop a business development strategy to meet growth plans and enhance brand value.
A marketing strategy meeting was organised to look at the underlying business issues and opportunities. This was needed as a foundation for any claims made in marketing communications.
Next we developed a clear brand positioning, identifying the essence, attributes and behaviours the brand should project.
Then a market segmentation was developed, looking at customers' level of expertise and understanding. This was important, as the company offered high value and sophisticated solutions but needed to thwart cheaper incomparable alternatives.
Based on this insight, a typical customer journey was imagined and used to map out key marketing messages and activities for each segment.
These activities are now being planned and created and will be implemented shortly. These have included redesign of all marketing materials including the website.
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