Strategic Positioning and Message Development
Slider & Associates works closely with corporate marketing teams to develop company, technology, product and service positioning that can effectively take hold in the marketplace. As an outside resource with experience in a myriad of markets, Slider & Associates can offer an objective viewpoint about how a certain position in the market might be received. Once sound positioning is determined, Slider & Associates can hone this into key messages that are used to communicate the corporate/technology/product/service position to a company's key audiences.
Communications Strategy and Program Development
An aggressive, persistent and consistent communications strategy and program are necessary for a company/technology/product/service position to be conveyed to the entire infrastructure that influences its success -- industry analysts and consultants, press, the business and financial communities, partners and potential partners, customers and potential customers, the local community, and employees. Slider & Associates develops successful public relations strategies, delineates them along with the implementation of these strategies in a comprehensive plan, and then implements the day-to-day programs that achieve companies' communications goals.
Industry Analyst Relations
Industry analysts play a pivotal role in influencing how products and technologies are received in the overall market.
Ben Franklin wrote, "...in this world, nothing can be said to be certain except
death and taxes." If he were writing in today's press, he would add a third:
"A quote from a market researcher."
- Paul Franson, Upside Magazine
Their opinions sway those of the press, the business and financial communities, partners and potential partners, customers and potential customers. Slider & Associates has excellent relationships with key industry analysts and knows how to work effectively with this key influencer community.
- Analyst Tours and Teleconferences - In order to develop good relationships with this key audience, it is essential to meet with analysts in person as well as update them via telephone on major company announcements. Slider & Associates will determine the most appropriate industry analysts to visit (or call) prior to such announcements, arrange the appointments and provide the client with background information on the analysts to be visited (or called), their locations and specialties. Slider & Associates will attend these meetings with the client and write a report including all actions required as a result of the meetings.
- Analyst References - Slider & Associates will work with the industry analysts briefed on a product/service and recommend those best suited to talk with the press. Slider & Associates will also provide, as appropriate, an analyst quote for major news releases.
- Analyst Newsletter - Slider & Associates will put together and distribute a monthly/quarterly electronic newsletter to all the appropriate analysts via e-mail. Each newsletter contains short summaries of recent press releases and a relevant customer success story. It can also contain information on partners and special distribution information. The summaries are linked to the client's web page for full text information. The newsletter can also be used to distribute regular information updates to financial analysts, business partners and large customers.
- Analyst Seminars/Conferences Recommendations - Slider & Associates will recommend the most appropriate analyst firm seminars and conferences and indicate those events which present a possible speaking opportunity (although these are very limited). While most of the analyst services are quite expensive (starting at approximately $20K/yr.), the seminars and conferences are significantly less and afford the client exposure to the analysts and the ability to learn what the major analysts firms (e.g., Gartner, META, Forrester Research and Giga) are telling their clients about the vendors. Slider & Associates can also attend the seminar/conference for the client and present results to the client.
Media Relations
Slider & Associates offers the full complement of media relations services that are key to promoting and marketing a company's products and services. Because the media community is very powerful, it is important to make sure that alliances are made in this sector that can positively influence a company's current and potential customers as well as other audiences important to the company. This component of a complete public relations program is of paramount importance to a company's success and includes the following:
- Press Tours and Teleconferences - In order to develop good relationships with this key audience, it is essential to meet with the press in person as well as update them via telephone on major company announcements. Slider & Associates will determine the most appropriate media to visit (or call) prior to such announcements, arrange the appointments and provide the client with background information on the press to be visited (or called), their locations and specialties. Slider & Associates will attend these meetings with the client and write a report including all further actions that are required as a result of the meetings.
- Article Development Program - Slider & Associates places articles in publications that will best communicate a company's messages to the appropriate audiences and leverages the editorial calendars of these publications for coverage in relevant industry features.
- Product Review Program - Slider & Associates works closely with its
clients and the press to get products reviewed in trade publications. - Press Conferences - When a company has an announcement that will
have a major impact on an industry, a press conference can be an
effective communications vehicle, and Slider & Associates can plan and
execute one for maximum exposure. - Trade Show Support - Slider & Associates can set up and participate in
interviews at trade shows.
Communications Counsel for Executives
Prior to meetings with industry analysts and press, Slider & Associates works closely with executives so that they can more effectively communicate their messages and avoid some common pitfalls.
Writing Services
The writing services provided by Slider & Associates play a strategic role in client pubic relations programs. They are a key vehicle for communicating consistent messages targeted directly to the press and analyst community. By synthesizing and simplifying the often highly complex technology and by tailoring these messages in an understandable way toward this important community, Slider & Associates has been successful both in building awareness for its clients and in changing press/analyst perceptions in a positive manner. Written materials offered by Slider & Associates include the following:
- News release - encapsulates company and product news in a format tailored for the press
- Data sheet - enumerates product features, benefits and requirements/specifications
- Corporate backgrounder - provides an overview of the company, from founding date and investors to company technology, market and officers
- Technology backgrounder - offers a more in-depth look at products and technology
- White paper -a high-level market position piece on the importance of a technology within the context of various available solutions
- Press/analyst presentation - develop/edit presentations targeted specifically for analysts and press
- Articles - opinion pieces (op eds), trend pieces, technology stories and case studies
- Sales guide - a valuable sales tool, encompassing presentations, data sheets, pricing, press releases and competitive offerings
- Fact sheet - single-page handout detailing company and/or product highlights
- Competitive matrix - sales tool highlighting feature/benefit/pricing between a company's products and those of its competitors
Customer Reference Program
Customer testimonials by early adopters are essential to broader acceptance in the marketplace. Slider & Associates is skilled in screening customers who can provide quotes for news releases and presentations as well as talk to analysts and press. Slider & Associates also works closely with customers to develop case studies.
Speaker Program
Effective, focused public relations campaigns are greatly enhanced by placing clients as speakers, keynoters, and moderators at key events, conferences, technical seminars, and private venues. With a full understanding of a client's goals and needs, Slider & Associates identifies events that will place a speaker in front of the target audience, with a focused message. The complete speaker placement services offered by Slider & Associates include:
- Identifying key events
- Creating and securing speaking opportunities
- Managing all the technical and tactical aspects of speaking engagements
- Providing expert speaker training
- Preparing speeches and presentations
Speaker placements enhance the overall public relations drive to build on brand awareness and present clients as experts in their field -- placing them in friendly, hands-on environments that allow both the speaker and the audience to feel the impact of the message being delivered.
Market Research / Perception Audits
Slider & Associate can survey key audiences -- industry analysts and consultants, press, the business and financial communities, partners and potential partners, customers and potential customers, the local community, and employees -- to determine their awareness level and the perceived strengths/weaknesses of a company/technology/products. This report is often useful to help determine the future direction of marketing and communications programs.
Partner Marketing Communications Program
Most companies have strategic partnerships -- OEM, technology, marketing, sales -- which are key to success in today's competitive environment. Slider & Associates helps clients leverage marketing opportunities with partner organizations that serve to enhance visibility and credibility while broadening the potential customer base in a cost-effective manner. Slider & Associates develops partner marketing communications programs that include:
- Advice on negotiating for joint marketing funds
- Joint events/seminars
- Team selling
- Joint sales materials
- Joint training of distribution channel
- Developing relationships with partners regional sales offices
- Joint communications vehicles
- Joint public relations activities
Web Services
Every day, the Web becomes an increasingly more important communications vehicle for companies. It is often the first place people go to find out about an organization. Therefore, Slider & Associates evaluates its clients web sites to ensure that each one is a powerful marketing and strategic communications medium that gets across these companies key messages.
Training of Inside Staff
As a very seasoned team of professionals, Slider & Associates can help companies leverage in-house resources by training them in marketing and strategic communications. Slider & Associates can also help a company educate its employees about public relations and its value, and let them know how their company is communicating to its various audiences.