Why reinvent digital marketing wheels for a wheelbarrow? Let’s get a wagon first; then — put a reliable engine inside.
Why reinvent digital marketing wheels for a wheelbarrow? Let’s get a wagon first; then — put a reliable engine inside.
To avoid any confusion, we’d want you to know that we use the term brand strategy almost interchangeably with marketing strategy. The key difference is that brand strategy revolves around the concept of alignment more so than marketing strategy.
When we are talking about brand strategy, we are thinking: long-term, aligned and in terms of the whole is larger than the sum of its parts.
At awezzom our main expertise lies in digital marketing. That is what we concentrate on most. But the strategy workshop is based on traditional marketing nonetheless. It’s just that any tactics we might suggest are foremost considered for their applicability in the digital space.
Traditional marketing isn’t dismissed or downplayed in any way. By default, but not as a strict rule, digital marketing gets more attention.
What makes a framework-based Brand strategy workshop so special
Every constituent module in Brand strategy workshop is tailored to specific client needs. The combination of modules as well. The questions, exercises, discussions and homework are assembled individually for every project.
“There’s just no place for cookie-cutter solutions when it comes to individual firms. Each project is always different,” says Sergei Freiman founder of awezzom Digital marketing agency.
On average, a typical module (e.g., Positioning & Differentiation) consists of three 30-60 minute exercises: one individual and two in-group; 8 open-ended questions and one homework assignment. The multi-faceted analysis of problems at hand is as comprehensive as it gets.
“I love the fact that we attack the problem from as many angles as possible,” comments one of the participants of the workshop.
Some workshops are conducted through Zoom. The sessions are recorded. A typical six-hour three-day workshop accumulates enough video material for us to binge-watch for 60 hours.
We make notes, examine, cross-reference and discover nuggets of useful information. The extracted quintessence is communicated to clients with our candid comments, observations and recommendations.
The most sought-after module is Go-to-market module. The most surprising module is Touchpoints. The most eye-opening module is Target market. The most refreshing module is Competitive landscape. The most challenging module is Positioning. The most mind-boggling module is Differentiation. The most exciting module is Brand persona. The most creative module is Messaging framework. The most engaging module is Company Naming. The most late-to-complete and sorry-not-done is homework.
Every custom-fit module goes through a pre-run process before its final inclusion into the workshop. This excludes possible duplicate questions and exercises, making sure all constituent elements are in alignment — amplifying one another. For example, a planned 18-hour workshop would get a 9-hour pre-run test at awezzom.
The Brand strategy workshop is designed for key decision makers — founders, owners, and senior executives. Relevant employees are welcome to join, but it is an absolute must to have all of the business leaders present at all times for the duration of the workshop.
Other vendor strategy sessions boast a collection of set-in-stone questions with no regard to context, market trends or business objectives. Our awezzom Brand strategy workshop is adaptive. The overall process can be described as an “awezzom Experience.”
The Brand strategy workshop consists of individual modules. Each module contains printed material with exercises. A consultant leads the workshop explaining what needs to be done and how, providing examples, explanations and case studies from well-known brands.
Participants can ask for clarifications. The process is smooth, friendly and easy-going.
Over 90% of participants were outspoken about their excitement and high energy levels during and after the workshop sessions.
Seventy eight percent of statements about what client’s employees think the end customers want contradict the Client Journey described by workshop participants themselves. The Target market module helps you see through the eyes of your clients.
Prior to launching our sessions, a client’s designated team member is assigned to provide us with information required for necessary preparations. On average it takes a week to plan a 7-module workshop for 9 participants.
The Brand strategy workshop is designed to expose underlying problems and evaluate possible solutions. This is a laborious business. It takes weeks to work out a future-proof plan. The questionnaire-type templates available online don’t venture this deep.
The workshop is a guaranteed success. With every single module being tailored to specific business objectives that are identified during the Diagnostics session, satisfaction is not an issue.
There are powerful questions, we ask participants to answer, that haven’t changed since the inception of awezzom in 2017. “Why does your company exist beyond making money?” is one of those powerful questions.
Relaxed, creative atmosphere is a prerequisite for our workshops. To jumpstart the left hemispheres participants are asked to sketch.
The most insightful ideas usually come from under the pencils of those who say they can’t draw.
The engagement doesn’t end at the last minute of the last module. Neither does it stop after the report. If we feel there’s something we’ve missed or there is an improvement to be made we communicate that without any extra fees.
For example, during the Company Naming module our client selected a new name; two weeks after the end of our engagement we got back to suggest a minor tweak. Today the improved company name still stands. With no extra cost to the client.
By going through a paid Diagnostics session that precedes every Brand strategy workshop, you will know which modules you are investing in and why. If during this stage we agree that this isn’t the right time or there isn’t a fit, we refund you the fee.
Right after the last session 98% of business owners and co-founders have reported that they consider the Brand strategy workshop to be an important investment. 92% have stated that they are confident the process itself and its findings will help their companies in the marketplace as well as with internal processes.
The culmination of laborious days in workshops is a thorough report. Subject to the scope of the project, number of participants and objectives, it takes several weeks to a month to analyze all of the data and produce an executive summary. The report usually includes, on average, 68 pages of observations and recommendations.
In one case our report explored three uncontested positioning and go-to-market strategies for our client. You can get a report as an optional extra.
An average engagement with the Big Three (McKinsey, BCG and Bain) consulting agencies starts at half a million US dollars. This price tag excludes small businesses. It’s unattainable.
At awezzom we have developed a special framework designed exclusively for small service-oriented businesses up to 150 employees in size.
The minimum engagement starts at 5 000 USD. The average engagement for a 18-person firm is 23 700 USD.
awezzom is headquartered in NYC, but we are flexible with locale and time zones. When offline sessions aren’t feasible, workshop sessions are conducted through Zoom. If there is a budget allowance for travel we would recommend doing the workshop offline, at your company’s premises, where your team members feel comfortable most.
If you would like this exceptional experience for yourself and your team, fill in this form or drop us a few lines about your company at firstname.lastname@example.org. Looking forward to that.
Ten reasons why a strategic marketing framework works
Saves time. One of the optional modules of Brand strategy workshop is Company Naming.
Our client from the legal industry had spent several months in numerous meetings trying to come up with a new name for their firm. All in vain. The estimated loss of their productive time was equivalent to 36 000 USD.
During the Naming workshop (which was but a fraction of that cost) client’s team members came up with 8 good company names in 60 minutes.
With subtle improvements today they proudly own their new company name.
Reveal business objectives. Brand strategy workshops can take unexpected turns. A client of ours had set two objectives for the workshop. By the end of the workshop we have identified and agreed upon twelve.
Objectives were ranked and prioritized by multiple factors. A clear list of priorities is always welcome on every executive’s desk.
Unbiased candor. We may discover contradictions in the most fundamental aspects of your business. Sometimes co-founders have mutually exclusive visions for the future. An internal conflict left unresolved can produce devastating effects. Our job is to communicate our observations candidly and suggest solutions to prevent captains abandoning ship.
Get recipe for success. Consider a young chef tasked with cooking a new dish. Given all the right ingredients but no step-by-step recipe (framework) the task would turn out to be quite challenging. The same is true for digital marketing strategy.
You have an opportunity to use our awezzom framework to make the most out of your ingredients: time, money and talent.
Establish foundation. Statistically only 7% of our clients thought they lack a good mission for their company. 88% respondents confused company mission with vision and purpose. At the same time 100% of clients who partook in Core MVVP module (that is centered on Mission, Vision and Purpose statements) were thrilled with its results.
Rediscover lost knowledge. Your team usually knows how to solve your business problems; they just don’t know that they do. A proven framework brings out the best ideas surfacing the obvious gems that had slipped through the cracks.
Know your category. Prior to running a Brand strategy workshop our client submitted a list of competitors. By the end of the process the client had discovered that they are in a different category.
Today they know who they’re really competing with. They also understand who aren’t their rivals. This knowledge allows them to save the resource — both mental and material. You can discover this wisdom too.
Become truly different. We have found that prior to the workshop 91% of our clients’ team members wholeheartedly believed their companies were different from their competitors. When asked to describe their unique difference the following words were uttered across all companies: “We put in more effort; we are (truly) interested in our clients’ success; we put customers first.”
When everyone says the same thing it barely qualifies as original. Our Differentiation module is fine-tuned to tackle this important problem.
Insightful conversations. With an outside person facilitating the conversation team members speak their minds more openly. Multiple business owners have reported this to be a horn of plenty full of invaluable insights they wouldn’t be able to collect otherwise.
Thorough examination. Each module has multiple questions and exercises aimed at the same problem. This inhibits misunderstandings, confusions and false positives. This approach generally secures both a bird-eye and 360° up-close perspectives.
Compared to the Big Three (MBB) we are infants. But we pull our own weight and take the work seriously. (And, as infants, we are adorable.)
We refine questions and exercises. We prune more than we add. Every single exercise gets filtered through the fabric of our own entrepreneurial experience as well as theory and best practices.
It took us three years of studies, research, trial & error to create this marketing strategy framework. It keeps getting better with every workshop we run.
awezzom is a Digital Marketing + Brand Strategy Design firm that helps small companies differentiate from competition while being able to charge more for their services.
This is not a wishy-washy theory. This strategic digital marketing framework comes with market-scars.
Imagine what you could do if you had a two-year head start on your main rivals.
Nine companies out of ten do not have access to a proper framework. That’s what we have discovered through our consulting engagements with small, service-oriented businesses.
Makes sense — it takes time, effort and a lot of resources to develop a solid framework in-house. Even large corporations with deep pockets tend to hire experts from respective fields where they themselves do not have sufficient knowledge.
The main reason prudent business leaders hire digital marketing consultants is to get a professional second opinion; to have someone look at the problem objectively — from “outside the jar”.
Our special framework places you ahead of competition. Our candid consultant will get you better reality. You can have all of the benefits at once: a proven marketing framework and an independent marketing consultant.
How does the digital marketing strategy process look like?
On average the Brand strategy workshop is a two-month engagement. We start off with a Discovery conversation followed by paid Diagnostics. We aim at figuring out whether there is a fit between our companies, is this the right time for this initiative and if we can create value for you. The marketing strategy process is described here.
Afterwards, at awezzom, we sit down to identify possible solutions to your company’s unique challenges. As a result we select the most important modules for the Brand strategy workshop for your consideration.
The most common challenges companies have are addressed at the following modules: Company Core, Positioning & Differentiation, Target market, Competitive landscape, Touchpoints and Go-to-market roadmap.
The workshop itself is adjusted to your firm’s capabilities and schedule. It is beneficial to carry out the sessions in consecutive days. But we had also ran sessions that spanned over several weeks. On rare occasions we had a few sessions on Saturdays.
Why book Brand strategy workshop now?
As it stands today we are capable of onboarding a limited number of clients. This business is laborious and resource-intense. To complicate things further, we’ve made a commitment to never compromise on the quality. So there’s really no way to cut corners.
If you contact us today, there is a better chance we could schedule a workshop in two months.
The more workshops we conduct the deeper our knowledge and acumen. Our special insights are disclosed exclusively to awezzom clients.
We’re on an awezzom mission
Small Business Administration published a disturbing statistic: 50% of new businesses shut down within the first 5 years. At awezzom we have a goal to reduce this number to 47% by 2033.
We acknowledge that it would be highly improbable to reduce the closing rate to 0% and, in fact, it wouldn’t be prudent to aim at that number. Some businesses have to fail for better ones to emerge.
It is our firm belief, however, that by going through a framework-based process company founders and executives would increase their chances of business success. People won’t have to lose jobs more often than they should. Better products and services would emerge. Customers would benefit from truly differentiated offerings.
Without compromising the quality, process, attention to detail, research and depth we strive to make our workshops as affordable as possible. Because we are aiming at a bigger picture.
In order for us to attain our goal we must introduce a modified framework to the mass-market. Our objective at the moment is to accumulate enough data in order to identify most common patterns across small service-based businesses.
This will enable us to formulate the best questions and exercises, and based on our existing framework create a new low-cost, high-impact marketing framework for small businesses. We are aiming at 990 USD price point for that new framework. We need 10 000 case studies to obtain a solid body of data.
“With your help we are getting one step closer to achieving this mission. Thank you for your consideration.” — Sergei Freiman, founder of awezzom Digital marketing firm from New York City.