Transcript HERE - The Perfect Blend by Red Caffeine

strategy + branding + marketing + technology
WHAT IT TAKES TO WIN
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strategy + branding + marketing + technology
COMPETITIVE
ANALYSIS
Start your competitive research by looking for:
1. Brand Messaging
•
How effectively they communicate what they do, who they do it for, and how they do it.
2. Product, Services, and Industries
•
Where are you competing? Head-to-head or only in certain products or services? What industries do your
competitors market towards?
3. Online Presence
•
How current and relevant is their website? What is the ease of access to information? Is there any unique
tools they have to offer?
4. Social Networking
•
Whether your competition is doing it or not, check if there’s any opportunity to shine on social.
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strategy + branding + marketing + technology
Laying Out the Competitive Landscape
A quick snapshot comparing competitors will give you better idea of how
you compare.
Company
Example:
Red Caffeine
Locations
Employees
Lombard, IL
17
Revenue ($, mil)
Competitor 1
Competitor 2
Competitor 3
strategy + branding + marketing + technology
Head-to-Head Comparison
Data can be collected at your local library from databases such as Hoovers
or the ReferenceUSA database by infoUSA
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Dive deeper into your competitor’s brand messaging strategy. Are they getting their point across
effectively? Is their logo succinct with their tagline and the value propositions they bring to the
table?
Logo
Tagline
Example:
We think
different and
that’s the +
Messaging
Key Differentiators
A turn key solution to
Including Strategy, Branding,
Our unique blend of marketers +
impacts a business from the inside out. Technology, and Marketing.
of our holistic approach is alignment
Key benefit being, everything
with your vision, team culture and
integrated and aligned.
Whether we’re building a brand,
campaign, website, or software
Proven process.
passionately committed to fueling your
A team built around culture.
Competitor 1
Competitor 2
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strategy + branding + marketing + technology
Is Your Brand Getting the Point Across
Outline all the services and products each competitor offers.
Then decide: Who are direct competitors (competitors whose products and services are highly
similar)? Or indirect (competitors who offer only a few similar products and/or services)?
Competitor
Example:
Red Caffeine
Service 1
Service 2
Service 3
Service 4
Strategy – Competitive Analysis,
Analysis, Primary and Secondary
Research, Marketing Auditing.
Branding – Logos, Naming,
Naming, Marketing Materials,
Sales Tools, Web Design, Brand
Architecture.
Technology – Websites, Apps,
Apps, Databases, eCommerce, and
everything in-between.
Marketing – Content, Search
Search Engine Marketing, Social,
PR, Experiential, Email, Direct.
Competitor 1
Competitor 2
Competitor 3
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strategy + branding + marketing + technology
Compare Products/Services Offered
Example:
Some competitors only
cater towards certain
industries.
Identify if there’s a gap
that your services
and/or products can
fulfill.
Industry
Corporate
IT
Red Caffeine
Competitor 1
Competitor 2
Competitor 3
Medium
High
Government
Medium
Healthcare
Low
Entertainment
Low
Hospitality
Low
Education
Low
Transportation
Low
Manufacturing
High
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strategy + branding + marketing + technology
Industry Focus Comparison
Web Site
Example:
User
Appearance
Experience
Resources
Unique
Tools
Social
Red
Caffeine
Competitor 1
Competitor 2
Competitor 3
Appearance: Modern or dated
User Experience: Overall quality of ease of access to information
LEGEND
Resources: Is there value or downloadable content
Unique Tools: Do they have client portals or calculators etc.
Poor
Average
Great
Social: Do they have networks listed on their site
* Domain Authority, Organic & PPC should be assessed by 3rd party
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strategy + branding + marketing + technology
Web Presence VS. Competitors
Comparing your social media presence with your competitors can help you identify if you’re behind the
eight ball or if you have a chance to dominate in a certain social realm.
Example:
Company
Red Caffeine
Social Links on Site?
Yes
LinkedIn Followers
124
Twitter Followers
707
Facebook Likes
376
YouTube Followers
13
Google Plus
13
Competitor 1
Competitor 2 Competitor 3
For a clear perspective of how social media
platforms differ, click here!
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strategy + branding + marketing + technology
Who is Social?
Jimmy Merritello – Strategy & Digital Lead
[email protected] | 630-785-6903
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strategy + branding + marketing + technology
HAVE
QUESTIONS?