I M S 3 6 0 G R O U PMARKETING PLAYBOOK

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How would others describe your demeanor?

How would others describe your style?

How would others describe your general attitude?

Are you recalled in an “open ended” format?

How is your brand different from those around you?

Do clients/co-workers like you?

Do others have an emotional response to your brand?

Do others use your brand to improve their own?

Do you hold a semblance of importance in your clients’ business?

DEFENSE

What knowledge do you bring to the table?

What are your values?

What relevant skills do you have to offer?

Are people aware of your brand?

What do you offer that is better than others?

Do you feel that others respect you?

Do you respect people’s needs and deliver on promises?

Is your appeal narrow or wide reaching?

Are clients/co-workers loyal to you and your brand?

OFFENSE

ELEMENTS

AWARENESS

MEANING

LIKING

APPEAL

BRAND AUDIT

MESSAGE CRAFTING GUIDE

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Find the most compelling storyPitch what you want to tell them mixed with what they want to hear. Promise a lot and deliver more.

Position your brand as an industry expert and trusted adviserCome to bat as a trusted source of information and a thought leader. Decision-makers appreciate clear, concise and factual advice.

Align your brand to innovative industry trends and sweeping market forcesEngage your audience to gain their attention with the perception of winning or losing market share due to innovation and the competition of the times.

Become an advocate of best in class solutionsEducate your audience about the cutting edge processes and technologies available for their business. Crème de la crème.

Introduce your specialistsIntroduce your audience to the specialists who can transform their vision into reality.

SupportLead with facts from credible sources and show the stark contrast to help your audience visualize the implications. Doing so will help motivate higher levels of engagement.

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Mobile

Integration

The ability to integrate seamless user experiences of the highest quality via mobile devices in the workspace is a colossal trend that is becoming a standard.

The Exoneration of

Disaster Recovery

This widespread movement to demystify DR once and for all is allowing value added resellers to convert it into a more straightforward and even conventional offering to attract new waves of customers.

Cloud based

Technology as a Service

This growing trend is requiring value added resellers to deliver customized cloud based strategies and solutions specific to end users’ business demands in hosted environments

EMERGING TRENDS

KNOWING THE DEFENSE

Lineman - Peer Reviews Word of mouth marketing is the strongest influencer. Social Media helps your brand be known and open up a network of communication to help block some of the big hairy lineman!

KNOWING THE DEFENSE

LineBACKERS - Internal Their co-workers may prevent your touchdown for a number of reasons, mostly financial. To defend against these sale tacklers, you have to provide strong reasons to believe. Videos highlighting statistics and analytics prove your brand has value to offer!

KNOWING THE DEFENSE

SECONDARY - CompetitorsThis is the strongest defense because there is little you can do to control it yourself. You have to rely on your team and work together to make sure your roster is playing harder than theirs from the top to the bottom!

L o o k i n g f o r aWINNING COMMUNITY?

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