A sophomoric analysis of the global economy would easily determine it’s in shambles. The current state of business is to focus on the tactical in a attempt to survive the storm. An ancillary benefit is being able to continue in the general direction of previously determined strategic goals. That’s the high level.

In light of the upheavals that have facilitated the collapse of organizations we all thought were infallible, it’s still business as usual. Customers still need to serviced. Partners still need to know how to sell your product as well understand what’s in it for them. Your organizational relevance is still wrapped up in the community and ecosystem in which you exist. The core facets of business haven’t changed.

This down-cycle requires the refocusing of your message. Equally important, you have to communicate this message to a more skeptical, more dispersed and possibly a smaller audience. Added to that, your audience isn’t glib. They’re smarter than you think, possibly smarter than you, they’re well informed and are expecting the usual marketing blitz. Lastly, you’re going to have to create these conversations and interactions with a smaller budget. The upside, this is where you get to be innovative.

Capturing the interest of customers and partners is the easy part. Giving them the opportunity to kick the tires is easy as well. Most folks respond favorably to free stuff. Where this practice falls short is in regards to context or the lack of it. More times than not there is no context given to the audience pertaining to how the product should be used.

Insert Artifact3 here. Do we provide the context? No, that’s your job. We provide the platform from which the context of your product will be communicated to the desired audience. Be it white-papers, sales guides, informational pamphlets, multi-tier sales and technical guides, we make them 3-dimensional. We extend their lifespan. We make them portals to relevant supportive information that deepen your relationship with your audience. We develop them to fit how your audience consumes information. We also can provide you with usage stats that we’ll help you interpret.

This is just the beginning of the conversation. We’re just getting started and so are you. I personally look forward to hearing from you.

Posted by Amin on 04.14.2009 at 7:07pm   0 comments    Email this post