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Communicating brand and value propositions for mobile technology services

The Client: DeviceAnywhere (now a division of Keynote Systems), a service provider to the mobile application developer market.

The Situation: DeviceAnywhere needed to communicate their value proposition online and at events in order to move prospects more quickly toward a “buy” decision.

Silicon Strategies Role: Conduct communication reviews, supply strategy advice, create and deliver content.

Initial Observations: DeviceAnywhere created a highly useful but complex set of services. Though they had good organic traction, DeviceAnywhere struggled to intimately communicate their top-line value propositions.

• They had not developed a method to walk prospects through DeviceAnywhere value online.
• Their staff was “burning out” with endless remote demonstrations.
• At major trade events there was no succinct explanation of the service that clearly communicated value.

Identifying value: Though DeviceAnywhere had ample success – due to a very well designed product in a high-growth market – their value propositions and how they positioned their services were poorly communicated.  Based on a referral from another Silicon Strategies Marketing client, DeviceAnywhere contacted us and we began work:

• We documented the pain points of DeviceAnywhere target customers.
• We mapped these pain points to DeviceAnywhere values.
• We developed new ways to clearly communicate these value points.
• We identified “buy decision” influencers to whom values catered.
• We created scripts for events and online presentations with an emphasis on getting DeviceAnywhere value propositions stated early and clearly.

From these seeds, two main deliverables were created:

• Event stage presentations and live demos that succinctly communicated DeviceAnywhere values to target buyers
• An expanded version of the live (and field-tested) event presentation reconfigured as an online demo

The Results: The results were very positive:

• Initial event audience reaction was strong, generating significant “walk-in” rates of qualified leads (audience members approaching DeviceAnywhere staff with more questions after the demo).
• Conversion rates for trial demos of their products were higher from the online videos than previous, manpower-intensive processes.

The Lesson:

• The marketing behind even a successful product can be improved.
• Focus on the pain experienced by targeted buyer genotypes with clear explainations of value.
• Repurpose raw materials where possible. Massaging the event presentation and demo for online use was fast and cheap, and allowed sales engineers to quit doing one-on-one demos, saving them for more important sales-closing activities.

Contact Silicon Strategies Marketing for a telephone consultation on how to sharpen your marketing focus.