strategy + branding + marketing + technology. competitive analysis what it takes to win 2
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COMPETITIVEANALYSIS WHAT IT TAKES TO WIN
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Laying Out the Competitive Landscape
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Start your competitive research by looking for:
1. Brand Messaging • How effectively they communicate what they do, who they do it
for, and how they do it.
2. Product, Services, and Industries • Where are you competing? Head-to-head or only in certain products
or services? What industries do your competitors market towards?
3. Online Presence • How current and relevant is their website? What is the ease of
access to information? Is there any unique tools they have to offer?
4. Social Networking • Whether your competition is doing it or not, check if there’s any
opportunity to shine on social.
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Head-to-Head Comparison
Company Locations EmployeesRevenue ($,
mil)
Red CaffeineLombard, IL 17
Competitor 1
Competitor 2
Competitor 3
Data can be collected at your local library from databases such as Hoovers or the ReferenceUSA database by infoUSA
A quick snapshot comparing competitors will give you better idea of how you compare.
Example:
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Logo Tagline MessagingKey
Differentiators
We think different
and that’s the +
Our unique blend of marketers + technologists impacts a business from the inside out. The outcome of our holistic
approach is alignmentwith your vision, team culture and business goals. Whether
we’re building a brand, marketing campaign, website, or
software application, we are passionately committed to
fueling your business.
A turn key solution to marketing needs. Including Strategy, Branding, Technology, and Marketing.
Key benefit being, everything is integrated and aligned.
Proven process.
A team built around culture.
Competitor 1
Competitor 2
Is Your Brand Getting the Point Across
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Dive deeper into your competitor’s brand messaging strategy. Are they getting their point across effectively? Is their logo succinct with their tagline and the value propositions they bring to the table?
Example:
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Compare Products/Services Offered
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Competitor Service 1 Service 2 Service 3 Service 4
Red Caffeine
Strategy – Competitive Analysis,
Primary and Secondary Research, Marketing Auditing.
Branding – Logos, Naming, Marketing
Materials, Sales Tools, Web Design, Brand Architecture.
Technology – Websites, Apps,
Databases, eCommerce, and
everything in-between.
Marketing – Content, Search
Engine Marketing, Social, PR,
Experiential, Email, Direct.
Competitor 1
Competitor 2
Competitor 3
Example:
Outline all the services and products each competitor offers.
Then decide: Who are direct competitors (competitors whose products and services are highly similar)? Or indirect (competitors who offer only a few similar products and/or services)?
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Industry Focus Comparison
Industry Red Caffeine
Competitor 1
Competitor 2
Competitor 3
Corporate Medium
IT High
Government Medium
Healthcare Low
Entertainment Low
Hospitality Low
Education Low
Transportation Low
Manufacturing High
Example:Some competitors only cater towards certain industries.
Identify if there’s a gap that your services and/or products can fulfill.
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Web Presence VS. Competitors
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Web SiteAppearan
ce
User Experienc
eResources Unique
ToolsSocial
RedCaffeine
Competitor 1
Competitor 2
Competitor 3
Poor Average Great
Appearance: Modern or dated
User Experience: Overall quality of ease of access to
information
Resources: Is there value or downloadable content
Unique Tools: Do they have client portals or calculators etc.
Social: Do they have networks listed on their site
* Domain Authority, Organic & PPC should be assessed by 3rd
party
LEGEND
Example:
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Who is Social?
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Comparing your social media presence with your competitors can help you identify if you’re behind the eight ball or if you have a chance to dominate in a certain social realm.
For a clear perspective of how social media platforms differ, click here!
Example:
Company Red Caffeine Competitor 1Competitor
2Competitor
3Social Links on
Site? Yes
LinkedIn Followers 124
Twitter Followers 707
Facebook Likes 376
YouTube Followers 13
Google Plus 13
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Jimmy Merritello – Strategy & Digital [email protected] | 630-785-6903
HAVEQUESTIONS?
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