The document proposes a marketing strategy for Etelligent that involves defining its brand, key benefits, target audience, and messaging. It recommends a one-day workshop to identify what makes Etelligent distinct from competitors, who would benefit most from its offerings, and how to position its brand identity and communicate through different media channels to build trust and drive sales. The proposal focuses on understanding the product, price, customer experience, and defining a clear brand message to engage the right target market.

1. 22nd March 2010 Hello Etelligent,You asked me for a proposal to make your marketing work wonderfully.Well here it is.Hope you enjoy it.

3. relatively unknown

4. the brand does not ‘engage emotionally’

5. ‘why you must use us’ message could be stronger

6. Threats

8. 5. SUITABLE MEDIA TO COMMUNICATE 4. CLEAR MESSAGE First you need these five key ingredients(click when you’re ready to move on…) 3. UNDERSTANDING OF WHO BENEFITS MOSTwhat vertical, size, job function, demographics, motivations… 2. CLEAR BENEFITSrational ones and emotional ones 1. GOOD OFFERING, DISTINCT FROM COMPETITION

9. B R A N D 5. SUITABLE MEDIA TO COMMUNICATE 4. CLEAR MESSAGE 3. UNDERSTANDING OF WHO BENEFITS MOSTvertical, size, job function, demographics, motivations… All wrapped up in a brand, that is… 2. CLEAR BENEFITSrational ones and emotional ones 1. GOOD OFFERING, DISTINCT FROM COMPETITION Believable Relevant Unique Clear Engaging

10. When you have all these things, you have TRUST – and that’s when people BUY… B R A N D 5. SUITABLE MEDIA TO COMMUNICATE 4. CLEAR MESSAGE TRUST 3. UNDERSTANDING OF WHO BENEFITS MOSTvertical, size, job function, demographics, motivations… 2. CLEAR BENEFITSrational ones and emotional ones 1. GOOD OFFERING, DISTINCT FROM COMPETITION Believable Relevant Unique Clear Engaging

11. It’s a bit more complicated than that, but that’s fine for now B R A N D 5. SUITABLE MEDIA TO COMMUNICATE 4. CLEAR MESSAGE TRUST 3. UNDERSTANDING OF WHO BENEFITS MOSTvertical, size, job function, demographics, motivations… 2. CLEAR BENEFITSrational ones and emotional ones 1. GOOD OFFERING, DISTINCT FROM COMPETITION Believable Relevant Unique Clear Engaging

12. So what does this mumbo-jumbo mean for Etelligent?

13. Well, I’d like to help you… Define what it is that really makes you special, different and better than the competition. It might be something in the product. Or the price. Or perhaps how people feel on interacting with the Etelligent brand. Or all three.

14. We’ll ask you big questions, like: WHY DOES ETELLIGENT MATTER?

15. and WHAT WOULD THE WORLD MISSIF YOU DISAPPEARED? Good questions, eh?

17. Where are they?

19. Like how Etelligent should be perceived

20. What people should feel about it

21. What it should look like

22. What it should sound like, its tone of voice

23. What media you use

25. And we’ll end up with a pretty useful picture of what Etelligent is all about.