TMS Identity

Help Us Raise Funds For The BC Children’s Hospital

Spartan Race For The Children’s Hospital.


We’ll be brief. Ben Erickson, a marketing consultant and graphic designer with TMS, has enrolled to run the Spartan Beast Race in an attempt to raise fund for the BC Children’s Hospital.

At first we attempted to talk him out of it, but when he explained WHY, we knew we had to back him. Here is what Ben had this to say:

“Let’s face it. There is no one more helpless than a child. Especially a sick one. 3 years ago my wife and I were blessed with a healthy son, but not everyone we know has been so fortunate. The first time our wee little boy got sick, we began to understand just a bit of what some parents deal with daily.

Parents know that there is nothing worse than a sick child. So small and helpless, sad, not understanding and just wanting their parents comfort. 

Imagine dealing with that daily.

Worse, imagine knowing your child’s days are numbered and will be but brief.

That is why I – a 32-year-old who has spent the last 10 years behind a desk – am training to take on the 21km, 26 obstacle Spartan Beast Race. 

Because I believe no one is too small, too old, too incapable to improve the world for others. Because I want to DO SOMETHING.

Transition Marketing is backing our would-be athlete with everything we have. Check it out:

BC Children's HospitalWho Is BC Children’s Hospital?

BC Children’s Hospital is the top medical facility for children in BC. The BCCH provides care for children from throughout the province, intervening and providing necessary procedures for countless families each year.

They work all day, every day to save OUR children’s lives. 

  • 67% of patients at BCCH every year are from areas outside of Greater Vancouver.
  • 52% of the open heart surgeries performed at BCCH last year were performed on children under 1-year-old.
  • Last year BCCH provided 8200 surgeries for life threatening issues.
  • BC Children’s Hospital received over 196,000 children’s visits last year.

More Here

You Make The Difference – #DoSomething.

Like Ben, we believe that ANYONE can #DoSomething to make things better. Whether it is running a race or donating $5 to a worthy cause, no one is too small to improve the world we live in.

Even the smallest donation will make a big difference. 100% of the funds raised will go straight to the BC Children’s Hospital. Whether it is $5 or $500 it all adds up and it all goes to improving the lives of sick and inured children.

Don’t be afraid to donate! Just imagine, every dime raised here will go towards saving lives and providing comfort to those who deserve it most – our children.

Worried about legitimacy? TMS has a track record of working with non-profits – here are a few:

The Spartan Race.

The Spartan Race is the nations largest obstacle race. Ben is registered in the Sept 27, Spartan “Beast” race at Sun Peaks Resort in Kamloops, BC.
The race is a total of 21 kilometers with 26 obstacles which include:
  • Jumping over fires.
  • Climbing 20′ ropes.
  • Running through tires.
  • Wall climbs.
  • Crawling through mud.
  • Large angry men with padded jousting rods.

Keep in mind Ben is 32 years old. He was active in High School and for a while after, but has maintained a desk job for the last 12 years. He admits himself that he is not sure how he will finish, but insists HE WILL FINISH.

Ben, his wife Lauren and their son Miles.

Yup, we think he is crazy also, but he’s stubborn enough to do it. He has begun training already and has been running 7.25Km offroad three times a week.
In the spirit of charity, not only are we donating to the campaign, but we’re offering various marketing perks and packages to those who donate specific amounts – so now you can donate to the kids AND get some marketing out of the deal!

Other Ways You Can Help

We’ll have a page up at but TMS is adding the hashtag #DoSomething to the campaign. Follow it on Social Media to keep up to date with Ben’s training and of course the outcome of the race.

Please donate and share the word. Check out the hashtag on Social Media and pass the word along. Remember – it’s all for the kids!

Transition Marketing Services



10 Social Media Tips You Need To IGNORE

10 Social Media Tips You Need To IGNORE

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Social Media & Marketing.

Social Media as exploded. It has generated an entirely new way of viewing marketing and has opened up a multitude of new avenues for broadcasting a brand message.

Yet with the onset of a new and ever-changing marketing tool, there has arisen a rather nefarious term.

The “Social Media Guru”.

The Social Media Guru can most often be found in its natural habitat – Starbucks – and is often seen sporting a skinny-boy decaf light while blogging basic Facebook propaganda over their Macbook pro.

Ok, that is not entirely true, these so-called gurus can take many different forms, but all are equally dangerous. Knowing how to operate social media is one thing, any teenager can do that. Knowing how to properly MARKET on social media is an entirely different animal. These gurus and gurus in name only, a name that is quickly becoming a tiresome cliché.

Unfortunately much of their advice is limited or incorrect and can quickly steer unknowing businesses, the wrong direction. There is a lot of bad direction being handed out by these self-titled miscreants, so how does one accurately asses what to believe?

10 Social Media Tips You Need To IGNORE

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1) Social Media Guru’s Do Not Exist.

They are a fabrication. The term Social Media “Guru” (or Maven, or Ninja) is simply a misleading term used to disguise the fact that these so-called experts have no formal education or experience in marketing. They dub themselves with these lofty titles in an effort to stand out as “marketing renegades” and to disguise the fact that they have no credibility within the industry and therefore no actual credible title.

When one sees the term “guru” or “maven” or “ninja” or “evangelist” or whatever the next pop-slang cliché may be, let that be the first warning that these “experts” may not be what they seem.

They are responsible for a high level of the spammish content that Social Media user’s are forced to wade through each day. They are also the instigators of a great deal of bad advice.

The next nine tips will attempt to undo some of the nonsense surrounding Social Media as a marketing tool.

2) Always Use Facebook.

Or always use Twitter or always use (Insert Platform Name). The fact of the matter is that no one social media platform holds all of the answers for everyone. Business or Brand “A” is different from business or Brand “B”.  One does not market athletic shoes in the exact same way and to the exact same people, as one does a fast food joint. EVERY business and brand is different, their audience is different and their needs are different.

One needs to seek out their audience and go to them. Discern where the consumers that are most likely to purchase the products and services are and then go hang out with them. Be intentional, be relational and seek them out.

Many of the larger platforms, such as Facebook and Twitter have massive audiences that span a variety of demographics.

3) Be Everywhere & Do Everything.

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A horrible lie that will exhaust both time and resources. Small business owners do not have the time necessary to populate every social media platform available. Social media success is dictated by presenting a strong presence through content, conversation and consistency. This requires commitment and dedication to maintaining an active presence online.

Spreading oneself over multiple platforms is the quickest route to failure. Instead one should choose one or two platforms, that they KNOW their audience hangs out on, and  then focus on solid social marketing to them.

One makes a far larger impact by maintaining active, consistent, engaging and relevant content on one platform, as opposed to watered down, weak, boring content on multiple platforms. Remember this is about marketing, about lead generation, about SALES, one does not need to be everywhere, they need to be where the audience is and they need to be focused on engaging them.

Social Media Marketing is not about carpet bombing the internet, it is about intentional and relational brand awareness. About find consumers, connecting with them online and creating a “social” experience between them and the brand.

4) It’s New! Quick Get On Board!

New platforms appear almost every six months, some make it, some fail and some supplant existing ones. At the end of the day Social Media Marketing requires a level of adaptability, but do not be too quick to jump on the next new thing.

More often than not, the shiny new “thing” won’t go anywhere, certainly not immediately. Take Pinterest for instance, in the last year it has grown exponentially and has begun to take on powerhouses the likes of Facebook and Twitter. Yet it existed for years before its recent popularity.

Certain platforms, like Facebook, Linked-In, Twitter and more recently, Pinterest, have rooted themselves deeply and it may be awhile before they are knocked out of the game. Don’t make the mistake of jumping on the band wagon. Concentrate on what works and monitor the new arrivals.

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5) Social Media Replaces SEO.

Let’s get a few things clear. Yes Social Media does impact a website’s visibility and does increase the search engine ranking. However it is not the definite means unto itself. Rather SEO and Social Media should work hand in hand. Social media is an additional avenue for generating traffic and ranking, however standard SEO practices (key phrases, meta-tags etc.) are still influential and still play a significant role.

6) Automate Updates.

This is a tempting tool and one that plays a role in social media, to be sure. However one cannot rely on automating all of their posts. We always point out to clients that social media is “SOCIAL” media and automating ones presence is anything but social.

Social media is all about developing conversation with customers. It is about talking with other users and creating a brand presence that is honest, transparent, trusted and relate-able.

All of the things that an automaton is not….

Social Media Marketing is a game changer, as Seth Godin said “Marketing that interrupts people is no longer effective“. If ones interest is in plastering messages across media and not conversing, than they do not belong on social media.

An entirely automated profile sends a message that is in stark contrast to the entire zeitgeist of social media. If one intends on using social media to market to consumers, than they need to be prepared to chat.

That said, automating certain posts is a useful tool in the small business marketing tool kit, but like any tool it has a limit on its uses.

SocialMediaMarketing7) Use Direct Messages & Automate Them To All Your New Followers.

Don’t. Seriously. The most obnoxious part of Twitter is the automatic DM (Direct Message) that drops into my inbox when I follow someone. It makes me instantly want to UNFOLLOW.

It does not matter what the message is. A thank you, a call to action, a website link or your mothers recipes for borsch – DM’s are spam. They are cold, un-calculated, impersonal and they reek of SPAM. We are continually shocked by the “Social Media Guru’s” that continue to insist on this invasive and borderline useless tactic. One of the best words to describe DM’s that we have come across is “inconsiderate”.

Don’t DM. It is a social media faux pas.


Are you familiar with “Zuckerbergs Law”? It essentially states that the sheer amount of content on social media will continue to grow exponentially without limit. What that means is that for the target consumers using social media, trying to weed through the mass amount of posts will become exceedingly difficult.

It is and will continue to become more difficult to grab the consumers attention via Social Media channels.

There is a cliché term that has made its way around various marketing circles – “Content is King”.

As with all clichés, this one too, is rooted in truth. Content is indeed the king  and it is means with which to garner an audience. Simply put, one must give the social media masses a REASON to view their posts, like them and follow them. It is not enough to be on Social Media posting non-stop – even a chimpanzee can do that with a little training and a few ripe bananas.

No, care, thought, creativity and dedication must be taken in the content of each and EVERY post. Only the highest quality content will be noticed. Being unwilling to provide the best posts possible simply states that the brand does not care enough about the consumer to put in the effort.

There are countless brands on Social Media, if there is no reason to follow one, the consumer will simply follow another.

Dwigh-Schrute-False9) Social Media Means You Can Skip On Email.

In the immortal words of Dwight Kurtis Schrute; “FALSE!”

Social Media has existed for over a decade now and yet we all continue to use and rely on email. There is no indication that this is going to change. Email is the go to tool for businesses of all shapes and sizes.

Similar to its relationship with SEO, Social Media works WITH email marketing, it is a tool to be integrated and not a stand-alone resource.

  • The first step for signing on with just about any Social Media site, is to provide an email address. That alone should speak levels.
  • Consider the similarities between email communications and most social media communication. In most cases they are nearly identical.
  • For many, email is still viewed in a different light than social media posts and this can be leveraged.
  • Email can give access to content types that are not always readily available via all social media channels.

10) Setup Your Profile To Autopublish Content to ALL Other Profiles.

Many profiles, especially blogs, will allow an automatic integration and publishing to most, if not all, social media profiles. For instance the minute we publish a blog here on WordPress, we COULD set it up to automatically feed to Facebook, Twitter, Pinterest etc. What a great time saver!

Don’t do this. Why?

  1. For one thing, posting the EXACT SAME MESSAGE to every profile looks shoddy, lazy, cold and impersonal.
  2. For another, every social media platform is different. The way posts appear on one site is entirely different from how they will appear an another. Posts should be built for each specific profile in order to be effective.
  3. Lastly, the TYPE of content and the FREQUENCY with which you post needs to be different for each specific site. How one posts successfully to Twitter is different from how one posts successfully to Facebook, which is different from how one posts to Pinterest and so on…

Autopublishing becomes painfully obvious very quickly and it a great way to ensure ones social media efforts go no where.

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Small Business Supporting Small Business

Small Business Needs?


First rule of small business: Shop Local.

Recently there was an ad on the local radio for the UPS Small Business Store. According to this advertisement, this is the store you go to for all of your small business needs.

I found that interesting. I also found it a little conflicting. It may be an old fashioned notion, but it is our belief that small businesses need to stick together, support one another and keep it local whenever possible.

This notion was reinforced this past weekend as I stopped to chat with Randy Derksen of Sunridge DeSigns in Armstrong, BC.

Sunridge DeSigns embodies everything we love about small business. Made up of a husband and wife duo, Randy and Debi have built Sunridge from the ground up. They are involved in local initiatives and charitable groups and they are active members in the local Chamber of Commerce (supplying signs ranging from print to sandblasted, to the local small businesses). What is more, their work is good – VERY GOOD.

Randy and I spoke at length about the local community, the support and the overall zeitgeist of local business in the Okanagan, BC.

Obviously the last few years had been a challenge.  As the economy tightened, so had advertising budgets. Yet what was interesting to note, Randy pointed out, was that throughout all of it, a change in mindset had begun to appear. More small businesses were returning to sourcing their work locally, instead of purchasing online or from big box stores.

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Small Business Supporting Small Business.

There has been a push for businesses to save money via online sourcing. They are encouraged to source their designs, print work, web work, and advertising materials from online sites that promise monetary savings.

Saving money is a good thing. Small Business budgets are often… well, small.

However there are costs to sourcing work out this way. You may save a few pennies per card or get a logo dirt cheap, but consider these points.

  • Small Business is built on relational and community business. Spend money locally and it will always find its way back to you. Source work locally and they will return the favour.
  • On the flip side, source work and spend your budget online, you will never see that favour returned.
  • Source locally and one enters a conversation, the beginnings of a relationship, with that business. Relationships develop repeat business opportunities. Sourcing online provides no such opportunities.
  • Source a logo online for cheap and you will get what you pay for. Branding is not something to leave to chance. A logo speaks about your business, it defines you, it is the visual stimulus that will remain in the consumers mind. Should this be sourced out to the lowest bidder?
  • Keep in mind that just because it is online does not necessarily mean it is cheaper. Always source pricing locally to compare.  Unless the savings are significant and cannot be beaten, supporting local is always the way to go.

As Randy pointed out, it has been encouraging to see a return to the “100 mile” mindset, of supporting local. Small businesses need to support one another, build community and develop mutually beneficial relationships.

Small Business thrives off of community, it thrives off of the local population. There is a different manner of thinking for small business owners, and it is that manner of thinking that defines small business as a whole.

We support local and are pleased and proud to do it.  What are your thoughts about sourcing locally?

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists

Small Business: Partnering For Success

Partnering For Success.

One key concept we attempt to convey, both to our clients, and to the public: “Small Business Relationships are Key to Success”. Relationships with your consumer base and relationships with the local small business community. Both are intrinsic to business growth and brand development.

Developing Business to Business partnerships can make the difference in overcoming obstacles.

Business to Business (B2B) Partnerships

Developing partnerships with local suppliers, retailers and even competitors can be profitable for the small business owner. Relationships help us to overcome hiccups. They create goodwill and understanding. By taking the time to create these relationships, one positions their business and brand more positively in the eyes of the surrounding market.

By developing mutually beneficial relationships with surrounding local businesses, the small business owner creates a community in which he or she can thrive.

Relationships help foster partnerships. Partnerships take your business and brand to the next level. For example, partnering with suppliers can help a business to develop programs for more accurate inventory management (FIFO, reduced inventory, faster turn-around). These programs can reduce costs for both parties, thereby increasing profitability.

Partnerships can take on a myriad of different forms based on your business and your partners. As an example, we recently teamed up with a local web-host to offer a special promotion to our local small business community: A contest with a free customized website awarded as top prize.The contest is based solely on meeting the local business owners and it offers an ideal segway into further conversations, a relational stepping stone.

The website is in itself, a great prize, however we took it one step further. By partnering with this web-host, we were able to also offer free registration, and a year of free hosting. This partnership wins on three levels:

  • For any small business on a budget, this is high value prize. A little good will spread into the community.
  • This creates a deeper partnership with our web-host. Providing them with the opportunity to grow and promote their business at minimal risk.
  • Most importantly (to us) a dialogue is developed with the local business community.

The areas for partnership are there for any small business, they just need to be explored.

Business to Consumer (or Customer). Developing relationships gains repeat business. Image source:

Business To Customer (B2C) Relationships.

In many aspects the marketplace is changing. In order to communicate the social necessities for brand success, terms like B2C are making a come back . B2C is all about business to customer communications – relationships essentially. It is the means by which a business supplies goods, services and brand information directly to its consumers.

This term became far more frequent with the advent of online business – during the height of the .com period. It fell into obsolescence when that bubble burst, but has been making a comeback recently – more specifically since the initiation of what we now know as Web 2.0 – which encompasses such phenomena as Social Media. Some have even said that the B2C policy of the .com period is what helped usher in the new era of Web 2.0.

It could be said that business to customer relationships, is the primary purpose of Social Media Marketing. B2C is all about engaging your customers directly, supplying them directly and building your brand association and business with them directly.

Developing relationships with your consumer base is invaluable. Engage a customer, provide them with a memorable experience, create an association between a brand and a quality, and you will have them for life. Apple understands this – in fact their credo states “we are at our best when we deliver enriching experiences”.

Big Brands will spend tens of thousands of dollars attempting to “humanize” their brands – to make them accessible, to provide their consumers with a relational experience. The attempt to humanize a brand, is to do away with “cold corporate” image and create a brand that comes across as understanding to the individual customer. What is ironic is that many of these brands will spend money on advertising and marketing – when the money would be better spent on hiring and training support and after sales staff.

Small businesses however, are already perfectly positioned to take advantage of this brand aspect, to develop relationships one on one and create a brand image that cares about its products, services, people and end users.

Brand Power is built not directly on sales – but on quality products, services and relationships. Relationships create a powerful consumer bases, they create an atmosphere that is conducive to sales, thereby achieving the sale WITHOUT souring the consumers mind. Put another way, by giving the customer a positive experience, they will COME TO YOU to make the sale and they will return for subsequent sales.

To paraphrase “Build relationships and they will come”.

Build it and they will come so get active and build your business relationships.

Ben Erickson is a Design & Social Media Specialist with Transition Marketing ServicesContact us for a free consultation.

Your Chamber of Commerce on PINTEREST !?

Your local Chamber of Commerce, harnessing the power of Pinterest?

An interesting concept with several possibilities.

Imagine creating a Pinterest profile for your Chamber of Commerce membership.

Step One: Create a profile that distinctly represents your specific community Chamber of Commerce. (IE: Armstrong / Spallumcheen Chamber of Commerce).

Step Two: Add in boards for the appropriate and relevant industries of your membership (IE: Electricians, Wineries, Fashion… etc.)

Step Three: Pin the websites for each business to the appropriate board, effectively organizing your memberships web info in neat little boards relevant to their industries.

Step Four: Publicize it like CRAZY! Place a link on your Chamber website, include the info in all of your printed materials, urge members to take an active role in promoting it, include it on tourism related materials.

Pinterest allows for an organized and pretty display.

The benefits here include:

  • 1. A bigger & better online presence for your Chamber as well as your membership.
  • 2. It acts as an additional perk to sell potential membership on.
  • 3. It’s natural built in organization creates a user friendly interface.
  • 4. It is easy to publicize and include on existing materials.
  • 5. It works well with Facebook, Twitter etc. and can be incorporated into existing Social Media strategies.

There are a number of things to take into consideration of course. For example: where boards would include multiple businesses in the same industry there would need to be a consistency to the sharing.

Nonetheless, there is potential behind this idea and we recommend exploring the concept.

Ben Erickson is a Design & Social Media Specialist with Transition Marketing ServicesContact us for a free consultation.

Determining The Right Goals For Your Marketing & Branding Campaign

When determining your market goals you need to weigh your strengths & weaknesses against what matters most to your customer (their interests). Using a series of Measurements and Delineations, business of all sizes can systematically filter down to the root areas of Strength, Weakness & Customer Interest.

DISCLAIMER: The concept put forward in this infographic can be a complex One. We have not touched on all aspects of this model in detail, but have attempted to paint the concept with a rather broad brush. This particular example shows a delineation of “Brand Strengths” however when using this system you would want to include areas of “Brand Weakness” as well as “Customer Interests” (areas that matter most to the customer). The concept behind it is not new, we have simply adjusted and applied some colour to it. If you have questions or comments please touch base with us!

Once More Into The Fray:

In Marketing, as in Manufacturing, success is marked by results. Results are determined by measurement, and to measure one needs a target. When developing a Marketing campaign/strategy one must know which results matter and set their target appropriately. By doing so one ensures a direction, and measurable results.

Each business sets different goals based on products or services offered, brand strengths, target markets and resources. To achieve the greatest success a company must do the research, discern the priorities and set their targets appropriately.

One business may see value in Niche Marketing to specialized customers via Customer Service Strengths, while another may see more value in Mass Marketing via Product Integrity. The key to effective Marketing Strategies is to know what goal is right for your company.

That is where the use of the “Delineate & Measure” model is so key. It uses very bare bones concepts taken from Six Sigma, Kaizen and Lean Manufacturing and applies them to Marketing & Branding to accurately discern Brand Strengths, Weaknesses and Key Areas of Gain for Marketing Campaigns. These “High Gain” areas are considered “Low Hanging Fruit”.

Low Hanging Fruit? A practical name taken straight from Six Sigma. It refers to the areas of quickest, most immediate gain.

The concept here is to take all of your research, customer feedback, polls, demographics etc. and measure against them in order to delineate or “filter” downwards to discern three things:

  1. Your root strengths and competencies (Your Branding should be based on these).
  2. Your weaknesses and areas for improvement.
  3. The areas that matter most to your customers.

By isolating highly specific areas of strength, weakness and customer interest, one can determine the areas that make the most sense to “exploit” (dirty word) for quickest, largest immediate gains.

In other words once you have these three areas isolated, compare your existing Strengths with Existing Customer Needs to determine which areas you can succeed in most immediately. BAM! Low Hanging Fruit (or areas of most immediate gain).

Your Customers Needs should play the primary role when developing your goals. It is the only way to ensure the best bang for your buck. To further illustrate here is an example of proper prioritizing that I read while doing some introductory Six Sigma Studies:

A local pizza franchise was experiencing terrible sales in their first quarter. As a part of their Marketing Campaign they began to offer a variety of new ingredients: exotic meats, Asian vegetables and gourmet cheeses. They advertised as necessary but sales were still dismal. As it turned out they lost money attempting to keep and circulate all of their new inventory – the result of the new ingredients.

Shortly thereafter, and entirely by chance, they begin discussing their issues with a Six Sigma Brown Belt. He asked them how they had determined their strategy of diversifying their menu, to which they answered that they were keeping with the trends of several of their national competitors. He then asked them what their customer research had indicated, they replied that they had only done some preliminary polls, but had spent most of the budget on the advertising for the new ingredients.

It was recommended that they poll their customer base and then determine how the resulting feedback played into their own root areas of strength and weakness. The feedback indicated that two primary frustrations for customers were late deliveries and burnt bottoms on their crusts.

The took a look at root causes for these concerns and determined that two of their weaknesses as a business, were employee phone training and dated ovens. They implemented training for the staff answering phones, to ensure accurate and detailed directions for their delivery drivers, then – at a fraction of the cost of the previous advertising campaign – they installed new ovens to reduce burnt crusts.

The results were outstanding in the fourth quarter, as word of mouth circulated and happy customers provided repeat business the struggling chain turned themselves around and we soon leading the local market. They established Brand Integrity with far less resources and far more result then their previous Marketing campaigns.

The concept is simple. Use the Delineate & Measure System to find your strengths, find your weaknesses and find what matters to the people purchasing your products and services, then use these areas to determine the “Low Hanging Fruit”.

Targeting the “Low Hanging Fruit” provides the gains that will fuel your climb upwards to the next “High Gain” area. They will also provide the growth required to improve areas of weakness, thereby increasing the number of “High Gain” areas available.

This is one method we use when sitting down with customers to discuss what direction to take their campaign. What is great about it, is its flexibility. It can be applied to Marketing Goals regardless of the business or industry. It can also be applied to determine Brand Strengths when developing Company Branding Strategy.

We developed the above infographic as a highly undressed depiction of how to utilize the system. The fields in the infographic were populated with filler info based on different strengths or areas that various companies may possess. Effective use of the system requires far more depth, description and research than is depicted in the infographic. This particular example only shows a delineation of Brand Strengths, when using this system it would include areas of Brand Weakness as well as Customer Needs.