BUILDING A PROPOSITION
Background
Over many years the agency had evolved and diversified from design for print to creating CG images, technical animations, live action films, building and populating configurators, and delivering realtime experiences. This was great from a revenue point of view as we had so many different services to offer. When responding to an RFP we were fine as we had multiple versions of our creds and we just selected the relevant service.
However, from a communication standpoint it was extremely challenging as we struggled to have a clear view of what were. We would talk about the pillars of the business in terms of having a design studio, a CGI studio, and a software development studio, but this was internal speak and didn’t talk the client language. We needed to develop our own proposition that allowed us to have a focus for our external communications such as the website and our social posts.
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Action
We needed to step back and look at what we producted but rather from how we produced it. We needed to look at ourselves through the customers lens. We started to challenge ourselves to think about what is was we did for clients, why they used us and what we gave them.
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We spoke to our clients to understand what is was that they wanted when they were launching a new product or taking their comms strategy to a new level. Why did they commission us, what return were they looking for?
We stopped looking at our CGI work, or our complex configurators and started to look at the client’s product and how we helped them take it to market. We asked questions like “why use CGI”, “why do you need a configurator”, “why do you want your potential customers to have an interactive brochure”. This process started us looking at the client’s product and what we were doing to help their product.
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Often a product such as a DLSR camera had complex feature benefit stories that were best explained visually as opposed to in writing. In Automotive, the product had multiple different orderable versions and was different across the region of the world. Other times, with say Watches, the product just needed to look stunning.
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We then looked at how we met these requirements with the work we did. We were able to crystallise our thoughts to realise that regardless of what skillset we used, what service we delivered or what the final output was, we ‘brought the product to life’.
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Results
We developed the proposition ‘We bring products to life through engaging storytelling, high quality images and personalised experiences’.
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We built our website around the proposition with sections showing storytelling, images, and experiences. Our Creds presentation followed the same approach and we were able to become laser focused on our social posts to support our new proposition.