Interactive workshop sessions for startups aiming to launch into the property and construction industries with products using geospatial data.
Demonstrated the importance and fundamentals needed to create a Go-To-Market Strategy for launch, growth, extension and campaigns.
Sessions with each startup to support the development of their brand including identity, personality and how they hope to be perceived.
We spent two days working with the startups, offering advice and support with their positioning and communications.
We started with statistical evidence detailing the reasons for startup failure, and the belief that ‘even the best and most disruptive technologies will not fly if they do not touch the audience in the right way, at the right time’.
We worked with each of the startups to articulate, within the context of their business, the essentials for creating a Go-To-Market Strategy, including:
Answering these questions challenged and validated their existing assumptions. It helped to identify gaps, build a strong value proposition and guide the messaging development. It provided the bones of a strategy to exploit the market opportunity aligned to the target customer, whilst differentiating from other players in the market.
This approach helped the startups to position their proposition so that it met the market need and engaged the right audience, at the same time as staying true to the long-term vision and roadmap.
The second phase of the workshop was focused on the elements needed to create a compelling brand. Interactively, we encouraged each business to start thinking about their:
Using practical exercises, this part of the workshop was designed to help each startup consider their brand values and how they want to make their clients feel. We shared our working knowledge of how much value a well considered brand can add to a business, and how it goes beyond the process of simply creating a logo.
These sessions provided an introduction to creating a long-lasting marketing strategy. It offered a framework for writing a ‘Go-to-Market’ strategy and an opportunity to start articulating the brand ambition.
Charlene and Beth from Tidal Marketing have been a brilliant addition to the Geovation accelerator programme as collaborators, with rich expertise to advise our startups on go-to-market and brand strategy. Being highly experienced in both the geospatial and property industry, they are a great fit for our GeoTech and PropTech startups. Their workshops and 1:1 sessions have been highly engaging and some of the best received on our programme. They can really enable those who don’t understand the importance of a strong brand to be able to see the real value and help step-by-step to establish it.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
Laura Warren, Digital Marketing Manager, MyLondonHome