Identification of the most opportunistic short- and long-term verticals based on PESTEL research, customer needs and differentiation from established market players through detailed competitor research and gap analysis.
Development and definition of the value proposition for each sector and the approach to access the target markets through a land and expand model. Creation of the messaging, content, communications and digital strategy.
Creation of a new brand identity, brand personality and tone of voice for a consistent and strong presence in a competitive marketplace with values that resonate within the target markets.
Consideration was given to the best verticals for market entry by examining the market dynamics, barriers to entry, business benefits and positioning. The common themes were identified to help shape the communications strategy.
The value proposition was redesigned with new messaging based on the differentiation from competitors and by addressing the needs and motivations of the target audience - the users, decision makers and influencers; defined as the technical users, the business users and the citizen/data scientists.
Working with a creative agency, Tidal Marketing managed the rebrand of Polymatica to represent the business values and personality, which has now provided the foundations for brand and marketing campaigns to be delivered with consistency and sustained market influence.
The business' mission and vision were captured and articulated so that all staff and third-party representatives had an understanding of the business goals and communication objectives.
Tidal Marketing created a communications strategy, which encompassed the PR Plan, SEO Strategy (with keyword research), a content strategy aligned to the engagement cycle, a social media audit with recommendations and direction, and the channels to be used for sharing the Polymatica story.
The strategy was focused on standing out as a forward-thinking disruptor in an active market, with an emphasis on thought-leadership, for high profile CEO, Mark Hinds. The strategy was developed through determining the how, what, where and when to communicate for maximum impact with measurable ROI. The plan is currently being implemented by the new CMO and measured with recommended KPIs.
Two months after the strategy was delivered, Polymatica is hitting the market with force and has recently featured in The Times as the innovative tool to aid data-driven, customer-focused businesses preparing for the new world.
Many startups will face the same challenges.... You know you've got a great product, a brilliant team and the energy and determination to succeed - but how do you bring it to market with the biggest impact? This was where Polymatica were in early 2018. We hadn’t yet recruited a CMO, but wanted to launch quickly, with a strategy that communicated the excellence and differentiation of our product at the same time as establishing a strong, long-lasting brand. So we appointed Tidal Marketing, who offered creative and effective marketing solutions. They provided a full and detailed, yet easy to follow and implement ‘Go To Market’ report, which covered all of the foundations we could need. They also advised on the website launch and helped us to develop our brand identity – all at rapid pace. Their launch strategy will support our business long into the future. Thank you Charlene and Beth for your support in the early days of our product and brand.
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