2. What we do?
We work with CEO’s and directors in business £5m to £500m who are
ambitious for growth but unsure how to achieve it.
Specifically
Get clarity from all your customer insight, so you understand exactly why
people buy or don’t buy
Turn that into a positioning and proposition that attracts more customers
Develop products, services and messages that work
Launch a marketing plan that the team is excited about.
Learn how to pitch the business to customers, staff and the board
Create growth strategies that everyone is convinced will work
4. Some B2B brands
Financial services Recruitment
Pharmaceuticals
Sales training
Property lawyers Technology IT
Catering
5. Some retailers we have worked with
Study into
segmentation
priorities and
customer needs
for Thresher and
Wine Rack
Pricing options
and home delivery
strategy
Customer
research and
communications
strategy for UK
retail entry
Attracting tenants,
with product
service offer and
communications
strategy
Foodservice strategy and customer
satisfaction in KFC, Burger King and
Odeon
6. A core team and partners
Chris Radford founded Differentiate
(Cambridge MA) 15 years in sales and
marketing with McVities, Terry’s,
PepsiCo and HEAD.
25 years strategy consulting
Founder and investor in 3 businesses
NED in Leisure and Tourism
Shona Radford designs our workshops
and is a marketing capability expert and
executive coach. (Bristol BA) Marketing
and sales at Unilever, UB and Mars,
15 years developing marketing capability
workshops and programmes, clients
include Mars, Tesco, Astra Zeneca,
Barclays, British Gas, The Guardian
Susie Amann ensures we run the
projects more effectively and works with
us delivering insights, ideas and project
management skill. (Oxford MA),
Mars sales and marketing, UK and Dubai,
Retail stores director
Differentiate project director
Outdoor adventures guide
STORYCULTURE
tell your brand story in film and print
Provide methodology and data analytics
Deliver online research fieldwork
Design and brand story telling for food brands
7. Customers buy things that …
The decider (emotional and rational)
Necessary to be considered
Taken for granted by the customer
solve my problem
have credibility
are from someone
I like
8. To get growth 4 things must be in place
High performing businesses offer products and
services that are
1. sufficiently distinctive and solve a problems for
customers
2. communicated with sufficient power
3. completely and consistently delivered
4. and possess basic economics that work
Differentiate starts with 1. and 2.
9. What we do with you
Identify
Customer needs the
business can address
and exactly why
customers do or don’t
buy your products
Tell
A brand story that
explains how and why
you solve the problem
and positions you for
growth
Develop
Products services and
messages that will
attract more
customers
Deliver
A channel marketing
plan that everyone
will buy into
Mobilise
Your team to pitch it
and make it happen
10. How to pitch this to
customers, staff, and the
board
PINPOINT
POSITION
PERFECT
PROMOTE
PITCH
Who are your customers and
what are their problems?
What is the most attractive
products or service to deliver
this
How do people find out about
it and where do they buy it?
How can you solve the
problem better than others
and stand out?
How we do it?
A five step process
to answer five
questions
11. Each step has 3 parts
Insight: desk research, your data, internal
interviews and customer research
Clarity: proprietary analysis brings real
insight from the research, so you make
decisions you are confident will work
Credibility: highly interactive, intensive,
analytical and creative. Provides inputs to
the process, to get insights from the team
and to create ideas about what you can do
Research
Analytics
Workshops
12. Workshop events engage the team to reveal insight, create
ideas and build convincing evidence
Facilitation methodologies that
engage and get results
Help you clarify what you already
know and discover what you
don’t know.
Creates ideas and reveals
insights.
Engages the team to get
commitment.
Builds credible evidence.
13. As a result you will be able to
Identify
Customer needs the
business can address
and exactly why
customers do or don’t
buy your products
Tell
A brand story that
explains how and why
you solve the problem
and positions you for
growth
Develop
Products services and
messages that will
attract more
customers
Deliver
A channel marketing
plan that everyone
will buy into
Mobilise
Your team to pitch it
and make it happen
14. … and you will have this to attract more customers
Know which customers, markets, products/services you should invest in.
Understand what matters to customers, exactly why they will buy or not buy
Clear priorities
Brand positioning
Marketing plan
Powerful insights
Brand story
Products and services
Capability
Alignment
Develops team skills in marketing, and customer insight and pitching
Get the business excited and engaged with the growth strategy
The board, finance, operations, sales all will be committed
How you will stand out in the market, the experience your customers expect.
A brand story in film and print that explains your business to staff & customers.
Specific ideas for better products and services to attract more customers
A channel marketing plan and a clear brief to your comms agencies:
15. Next steps
Where are you now? Where do you
want to get to? What is stopping you?
What next? Get the team on board
Situation audit
(optional)
PINPOINT workshop
You commit to go
ahead
PINPOINT the growth opportunity, define
the next steps to create your growth
strategy, get the team’s commitment
Commit to answer the five questions
step by step. We will show you a
detailed plan
3 hours
1 day workshop
plus debrief
4-6 months
16. Attracting customers
Creating growth strategies that everyone is
convinced will work
Contact: Chris Radford chris@differentiate.co 020 8432 9772
Follow on twitter @chrisradford10 Connect on LinkedIn
Read Attractive Thinking article and blog on www.chrisradford.net
