Crimson Consulting: Messaging, Positioning and Value Proposition Development

Crimson has a proven methodology for developing the messages, value propositions and positioning statements for high-technology products and solutions. Our team includes veteran strategic communications experts with decades of experience in developing positioning that is differentiated and compelling.

By thoroughly understanding our client’s products and solutions, markets, technologies and customers, Crimson works with a client’s team to create the messages that will set them apart from the competition.

Crimson Thought Leadership on Messaging, Positioning and Value Proposition

Enterprise Customer Services Evaluation

Crimson helped a leading enterprise company explore opportunities for greater collaboration with a potential partner in delivering services to enterprise customers by developing a detailed assessment and results analysis. A related objective was to understand the requirements for a successful joint go-to-market approach.

CHALLENGE

Both companies' management believed the services relationship between the two companies was “sub-optimized” but also held tremendous opportunity. They wanted to better understand each other's services strategy, establish the market opportunity for joint markets, and define an optimal go-to-market approach.

SOLUTIONS

Crimson provided the expertise needed in order to determine how both companies could effectively collaborate on delivering services to enterprise customers. Specifically, Crimson:

Profiled each company's services strategy and their management’s perspective of how customers perceive each company's services value proposition

Identified market opportunities for joint services

Conducted a comparative analysis of customer versus management perceptions

Developed a go-to-market approach and requirements for improving the collaboration and services relationship between the companies.

RESULTS

Crimson delivered a joint strategy for our client comprised of a roadmap of requirements and opportunities for improved services collaboration, key inputs to our client's broader strategic planning effort, and potential platform/solution opportunities for future services collaboration.

Crafted Messaging Framework and Value Proposition for Manufacturing Vertical Marketing for Software Product Launch

Crimson conceived of the messaging framework and value propositions for our client's product launch within the Manufacturing industry. Our efforts included driving developing map messaging and refining them for two client-lead initiatives. We identified pain points, defined product deployment scenarios, focusing on process and discrete manufacturing for each vertical (high tech, automotive/industrial, consumer goods, and aerospace/defense), and developed field readiness guides. This enabled Crimson to effectively communicate proof points for manufacturing audiences and expand upon their benefits of deploying our client's offering.

Developed "Network Learning" Strategy and Messaging

Crimson developed a strategy to promote our client's concept of Network Learning (a.k.a. "e-Learning, or "Distance Learning"). After the strategy was approved, Crimson developed an integrated marketing plan to support the launch of this concept. The key messages from this strategy were directly incorporated into a presentation given by our client's CEO.

Developed Positioning and Value Propositions

Crimson helped our client determine the optimal positioning, and way of expressing value to customers for a new offering in the business intelligence space. We started with a market opportunity assessment to examine and measure the market potential for our client’s offering. Then, we defined it in the context of competitive offerings from a wide variety of vendors. From this analysis we developed positioning for the solution. Finally, we developed business scenarios that demonstrated the economic value of our client’s solution to users, IT managers and senior management.

Developed Value Propositions for Software Product Launch (Communications Sector)

Crimson drove supporting efforts for our client's product launch, specifically tailored to the Communications Sector. We created value propositions for the vertical marketing at the launch and for relevant Communications Sector industry events as well as client, internal-facing messaging. In order facilitate the process, we defined deployment scenarios emphasizing our client's product to customers within the vertical, and developed a content and communications plan in order to implement a successful product launch.

Drove Public Sector Messaging and Value Proposition Creation

Crimson developed the Public Sector value proposition, messaging, and content development for a client's product launch. Our efforts combined internal qualitative and external quantitative research to understand the priorities and pain points of clients within the market segments (education, federal and SLG) and to determine buying dynamics therein. We developed a value proposition, messages and scenarios that resonated, and outlined programs and activities to attract the right decision-makers towards our client's product offering. This enabled Public Sector sales and marketing stakeholders to drive value propositions complementary with market requirements.

For more information on Crimson’s work in the area of Messaging, Positioning and Value Proposition Development, email info@crimson-consulting.com.