Investigation into the market dynamics, change themes and PESTEL influences to understand current and future potential, along with a review of the competitors and audiences to exploit all opportunities
Definition of the propositions for each of the identified sectors by establishing the market gap, the needs and motivators of the target audience, the sector challenges and the internal capability
Creation of a comprehensive launch strategy for the data science capability, detailing the who, what, why, where and when
We commenced our project by working closely across the business to understand the expertise, and visions held by the exec team to produce actionable objectives, as well as a mission and vision statement to unite the team’s direction.
Having captured a detailed understanding of the business roadmap, its expertise and long-term goals, Tidal Marketing started to define the launch strategy. The capability of HARNESS Property Intelligence could succeed in many sectors, but in order to deliver a meaningful strategy we first looked at the best fit for each sector, measured against the size of the market and competitive environment, in order to clearly determine the best sectors to focus on, in the short-, medium- and long-term.
Having presented this insight to the exec team and agreed on the target sectors, we took a deeper dive into the competitive environment and customer needs, motivations and challenges. This allowed us to identify the approach to market, including the differentiation aligned to the market need, positioning for each sector and the value propositions that emphasised the business benefits.
The strategy detailed when to target each sector, with which products and the potential revenue, as well as how to target them, with the different propositions. It then defined the messaging along each stage of the customer journey. This was signed off by the board and has been adopted across the businesses with the launch well and truly underway.
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