How will you differentiate your professional service business from the pack?
Company: infūz
Industry: Online interactive agency
Situation: Re-launching the company.
Success measure: Get meetings and agency-of-record relationships with Fortune 500 businesses.
In an industry where little differentiates one marketing company from another, infūz was determined to differentiate itself from the field. infūz would not be just another web marketing company.
In interviews marketing executives said that interactive marketing was not adding much to marketing strategy or sales results. Rather than consulting interactive agencies, marketers were encouraging their ad agencies to direct interactive agencies and programs. Therefore, interactive marketing was seldom tied in to other forms of marketing, decreasing its effectiveness and reinforcing the perception that interactive marketing is not effective. Most often, interactive marketing was not considered as a serious element of the marketing mix.
Our challenge was to overcome this perception, earn a seat at the marketing strategy table and differentiate ourselves from other interactive agencies.
Is your service relevant? Can you gain executive attention and maintain a long-term relationship with your clients?
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