Your challenge

Like most companies, your goal is to accelerate adoption of your product or service.

How we help

It's not always intuitive, but to be most effective, your marketing is often best directed not simply at your end-prospects themselves, but the whole of the "infrastructure" that influences these prospects. Infrastructure marketing is a principle we've been using with clients for many years now with great success.

 

In each market, a "who's who" of influencers interacts with each other and ultimately affects your success. This infrastructure is completely different from market to market.

 

We can help you understand the infrastructure of your markets, and identify the most important people who influence others at each level of the infrastructure. We can then help you develop programs to form relationships with these influencers.

 

Infrastructure marketing is a holistic "bigger picture" than traditionally used by PR firms, which often communicate companies' messages solely to press and analysts.

 

Our methodology:

1. We start with a copy of your PR database, and conduct research to probe new layers of the market infrastructure and develop a hypothetical map

2. We cross-reference publications and consult databases for recurring names of prominent members of the hypothetical infrastructure and tune our map as needed

3. We contact industry experts for their perspective on the most influential people in your market

4. We deliver a market infrastructure model, a database of contact info of important constituents and recommendations for programs to form ongoing relationships and introduce your firm where necessary

 

The deliverable from a market infrastructure identification project serves as a blueprint for PR firms (particularly when combined with messages and competitive intelligence from a positioning engagement; more info here.) An infrastructure map and program recommendations like these help a PR firm do its work effectively.

Timeframe & Fees

Approximately a 1 month engagement.

Timeframes and fees can be accurately estimated after learning more about your specific business and breadth of information, materials and personnel. Contact us to discuss your company's situation.

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