Digital Media Market Analysis and Go to Market Strategy

Crimson developed a market analysis and go-to-market strategy for a complex new digital media solution targeting the online retail market. This included an analysis of major market trends, evaluation of market sizing, charting the competitive landscape, conducting end customer and channel analysis, including the evaluation of value chain partners.

CHALLENGES

• Provide analysis of the solution's competitive positioning
• Create market prioritization by segment
• Identification of value propositions for key target segments
• Review of overall business strategy and opportunities in the digital supply chain for the service

SOLUTIONS

• Key deliverables included a market entry strategy, pricing strategy, product roadmap, and overview of quick wins
• Delivered an outsourced content management team to help develop the actual digital media solution
• Delivered information architecture, graphic design, DVD packaging, retail trial strategy, competitive analysis and product management resources

RESULTS

• Client's first 'beta' customer was WalMart.com, resulting in sharply increased sales in the first 3 months
• Crimson continues to support our client with experienced resources to supplement the existing team and strategy

Broadband Entertainment Portal Strategy and Execution

Crimson developed a broadband entertainment portal for our client’s five million DSL customers. The goal was to provide a showcase for the best in broadband content while building an active community where our client could establish an ongoing relationship with customers. The goals were to surpass previous perceptions about what a telecom portal can deliver, to cross sell and up sell the client’s exclusive content, value-added services and products, and enable users to share the best in class content across a wide variety of genres spanning music, TV, movies, user generated video, games, sports and lifestyle. Crimson built the community into an immersive entertainment experience, allowing members to rate, comment on and share relevant content with other members, and incorporate rich media into profiles and messages. In addition we provided ongoing seeding for message board topics and threads. The community is now the company wide community platform.

Broadband Portal Redesign

Working with an agency partner, Crimson provided the strategic analysis to enable a major redesign of our client’s Web portal. The Web strategy was a comprehensive plan that covered audience segmentation and business and functional requirements to information architecture and user experience. The redesign was very successful and was well received by customers resulting in increased lead generation and a reduction in call volume to the support center. The work prompted an initiative to redesign the partner portal and initiated a much more customer-focused approach that was reflected the client’s other marketing efforts.

Conducted Executive Web Strategy Workshop

Crimson conducted a Web strategy Workshop for a major disk drive manufacturer. The workshop focused on developing a corporate Web strategy vision in the context of the client’s overall corporate goals and touch point infrastructure. The strategy identified key Web goals and strategy needs, metrics, development/ infrastructure needs, and customer and partner relationship gaps and opportunities. Crimson conducted the guided half-day interactive session based on a Crimson analysis framework, with participation from key client Web Steering Team members.

Developed a Digital Media Market Strategy

Crimson developed a market analysis and go to market strategy for a complex digital media solution targeting the retail market. This included an analysis of major market trends, market sizing, competitive landscape, end customer analysis and channel analysis including value chain partners. We made recommendations for the solution's competitive positioning, market prioritization by segment, value propositions for key target segments, and overall business strategy. Key deliverables included a market entry strategy, pricing strategy, product roadmap, and overview of quick wins. The work resulted in a series of significant business investment decisions on the client's part.

Developed a Digital Media Strategy in the Personal Media Device Market

Crimson worked with the world’s largest technology vendor to validate and fine tune their market strategy for portable media players. We developed a strategic hypothesis to drive activity looking two years out, responding to the strong market position of the Apple iPod and trends surrounding its adoption. Key planning considerations included device ecosystem, segmentation, business models, consumption patterns, and interoperability issues. The project identified key strategic goals, metrics, gaps, and opportunities.

Developed a Web Site Information Architecture and Brand Integration Approach

Crimson developed a set business requirements and information architecture for our client's website based on a new branding and CRM strategy. Crimson defined how the new branding would be represented on the web site, including how customers will use the site in relation to other CRM touchpoints, emphasizing retention as well as acquisition, and outlining information to be presented. The effort included changes to site levels and navigation structure, menu changes, page layout, content, and graphics. Deliverables included user flows, information mapping, visual look and content tone, paper prototype/user testing and page schematics

Enterprise Broadband Content Development and Production

Crimson delivered resources to create the strategy and tactics for launching our client’s enterprise broadband “TV” portal, including content partnerships. We then worked on an ongoing basis with the client’s internal teams to devise the messaging and content for specific episodes and podcasts. We identified hosts, book speakers, circulated and advised on scripts, sets, graphics and audio, and worked with internal and external teams to create demand generation materials and channel engagements. In addition, we defined goals and metrics for the programming and tracked performance to those metrics.

Marketing Infrastructure Development

Crimson has transformed the way our client’s SMB and Mid-Market Partner Marketing teams operate. We developed a strategy and implemented a tool to facilitate management and delivery of marketing campaigns and plays. As a result of our work and the tools we delivered, the group experienced significant improvements. The client is now implementing a broader roll-out of the program that will radically change their partner business model going forward. To date the client has experienced a 400-500% capacity increase, they are continuing to grow that number, teams are now able to focus on strategic questions (including design of campaigns), and they have reduced the cost to execute selected campaigns by half.

Outsourced Digital Media Content Management

Crimson delivered a team to undertake ongoing content management on behalf of our client’s major online broadband merchandising system. The team is supporting development and use of the tool, and involved expansion across a range of our client’s customers.

Product Management for Wireless Solution

Crimson developed and managed a cellular wireless product. We created product packaging, pricing, value propositions and documentation requirements as well as a Market Requirements Document (MRD) (including device side application, tool set and infrastructure) for a wireless solution. We led a team to define and implement an ad creation tools strategy and a content translation tools strategy. Crimson also acted as the liaison between content aggregators and client implementation teams. We defined product offerings for content providers (packaging, pricing and value prop) and packaging, pricing and business models for downloadable content. We also worked with technology providers on usability and interface issues to ensure best customer experience and a comprehensive 12-18 months product roadmap including device software, tools, infrastructure and services

Web Program Management

Crimson provided on-going program management support for our client in the build out of their partner web portal. This involved ongoing interaction with the content, design, and other teams to ensure the new site aligned with the overall web strategy. The program management effort also included coordination of external vendors, and a range of web site execution project management support, including coaching and advising the implementation teams, and reviewing ongoing deliverables to ensure they reflected the strategic vision outlined in the original Web Strategy.