Make our deliverables look so slick our clients can’t live without it

ZOOM Marketing

ZOOM is a consulting practice that helps clients gain leadership through data-driven positioning, differentiation and The Point That Matters. We bring deep tech industry knowledge and a proven methodology that combines creative thinking with real-world market feedback. We work with the C-suite of companies from startups to Fortune 500 leaders.

― We are a market positioning agency that helps tech companies discover and tell their differentiated story in order to stand out in the marketplace. We work with CEOs, CMOs and CTOs of tech companies, from 800-pound gorillas to startups. As a service agency, words are our product, so we are seeking a way to present our deliverables (positioning elements) to clearly articulate what the client gets, while conveying value and inspiring desire. This is very much a packaging design exercise, with a packaged story (words), not a physical package. Essentially, we want our clients to feel like they can’t live without our deliverables!

― This final deliverable would be featured on our website, presentations and proposals. *We’re looking for something modern, cool and clean that fits within our brand (please see our PPT template, website and color palette).* We want clients to want it so bad, they can’t live without it! Ultimately, we could deliver it to clients for them to socialize their new positioning across their company. For example, in the past, clients have asked us for a “placemat” with their positioning that every person in the company could have on their desk. You can think of it this way—what can you design that every employee in the company wants to see hanging on their wall, or sitting on their desk?

― Some might refer to what we’re creating as a positioning framework, or messaging framework. We haven’t seen many that inspire us but have included a couple examples to give you a sense of what we’ve found so far. The first, Pitchmaps, is a competitor of ours.

― Our primary use will be in PowerPoint and fit on the provided slide with narrow gray bar at left. It’s our final product delivered to each client with their unique positioning – our “money” slide. What you design must be highly customizable in PowerPoint. The text must be editable and we must be able to add, move and change elements. (We’ve provided an example of what we use now, to give you a sense. And we need as much space as we can get for words—the words are our product, and they vary in length per client. Examples are included attached.)

― Also, the content will “build” one at a time, meaning (1) the story must "fit" together neatly (rather than being scattered); and, (2) each deliverable would be presented in phases of our presentation as we present our research that leads to the “answer” or final recommendation for each section. This means that potentially the other deliverables that haven’t been presented are “ghosted.” We’ve attached our existing template to show how we’ve used purple and gray at each level.

The content
We see the content as having two classes of information:

1. Positioning elements
(For this section, we would replace the description under each element to the client’s positioning.)

• Hill
― The market category you will lead
• The Point That Matters
― Your single most important differentiator
• Message pillars [note: need space for three individual messages in final deliverables, with ability to add more message pillars]
― Concrete messages that bring home your Point That Matters
• Credibility statement
― The reason to believe you can deliver on your promise
• Campaign
― The platform, or launching pad, for your content and creative

2. Rollout deliverables
(For this section, we don’t replace the description copy, but deliver standalone “products”)

• Sales Presentation
― The 10-slide deck that is the centerpiece of your new story
• Positioning Guide
― Copy blocks, boilerplate, BBQ storyline, buyer personas, case study outline
• About Story
― The inspirational story of your purpose and vision

Both sections can be part of the same slide or represented on a separate slide. We’re open to ideas that inspire intrigue and (1) create a unified package, priced as one unit, (2) can be presented separately and (3) make our product look highly valuable.

Attached is:
― Our PPT template--with our example ideas up front
― Our color palette
― Please also refer to our website: http://www.zoommarketing.com
― Our font is the Raleway family

Ready, set, have fun and make something our clients can’t live without!

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