Find out what customers want.
Company: infūz
Industry: Online interactive agency
Situation: Re-launching the company.
Success measure: Get meetings and agency-of-record relationships with Fortune 500 businesses.
Katie O'Dell, VP of Sales, infūz, has a CPG product launch pedigree.
The first step was to define the competencies of the people of infūz. The company had career brand marketers on staff — Katie O’Dell had launched and managed pet food brands as a brand marketer for Nestlé Purina Petcare Company. Software analysts and developers on staff had a range of certifications and experience developing web-based applications. So infūz leveraged its consumer packaged goods experience and focused on developing relationships with marketing and brand executives there.
BentonsEdge developed a first draft of infūz’s Value-Story™ , a visual summary of infūz value proposition. Then BentonsEdge and infūz met together with brand executives and marketers to listen to what they liked and didn’t like about their interactive agency relationships. Customers helped us tailor the value proposition by reacting to the story depicted in the sketches.
In interviews, CPG marketing executives said they were unhappy with agencies whose opaque technical and creative approaches seemed disjoined from a brand’s marketing goals. Marketers questioned the value they received for maintenance and retainer fees which seemed disjointed from a brand’s objectives and unrelated to separately billed tactical marketing programs. This “Pain” played nicely to infūz’s marketing experience and technical processes.
If your entire category is seen as a commodity to your customers, how will you differentiate your service and protect your brand and marketing investment?
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