Are you turning heads or giving headaches?
Strategy is sacrifice. Which is hard, but necessary.
Strategy is not adding things, but removing them.
Taking away all the little distracting parts and pieces until you get down to the one single message your customers can remember as they try their hardest to avoid your ad altogether.
Sometimes, that means revisiting the way you’re selling your products, to see if streamlining can actually bring more people in the door.
Or it may mean structuring your pitch in a way that’s easy to follow, by finding a narrative that connects with what people really care about.
But no matter what your project, your business, or your tactics… honing in on one point is key.
It’s what we lovingly call the Single-Minded Idea.
Strategy is not adding things, but removing them.
Drive home a unique selling feature.
Instead of showing laboratory tests to illustrate the durability of Schlage’s smart locks, we offered real-world scenarios that homeowners can relate to.
As the largest premium door lock brand, Schlage is a bit more expensive than the competitors. And that’s because of the premium materials, precision machining, refusal to compromise on quality, and about a million other things.
We couldn’t just tell people the brand is worth that extra few dollars. We had to show them. This meant simplifying the overall message around “durability”. The creative was memorable, since there was only one simple message to take away.
Sell a connected suite rather than individual products.
A simple visual architecture helped QSR Automations tell their product story more succinctly.
The sales team at QSR Automations was selling lots of products that all worked together. They had smartly branded it with a common name. We simply developed a look that made each feel like an app that you wanted all of. That made selling the entire suite easier. See the rest of the work here.
Simplify your story.
To attract top talent and Fortune 100 companies, we created a clear and engaging presentation for the sales team. All paired with a microsite.
Purdue University needed to attract Fortune 100 companies to a sleepy Midwest college town. And they had already invested $50 million to make it not-so-sleepy. But with so many new offerings, it would be all too easy to let the hype get in the way of the message.
We had to tell a story that people could follow. Which meant first uncovering a simple truth that aligned Purdue’s brand with the perks these companies were trying to give their employees. And then letting that guide the sales pitch narrative. See the rest of the work here.
