PROPOSITION CONTENT
Why someone should work with, or buy from, you needs to be pitched clearly, explained succinctly and delivered with creativity. You need to tell the best stories, and place the customer at the centre.
In the absence of a compelling story many organisations start at the place they know best: with themselves. The problem is that, before you reach the proposition, the customer has moved on. For us at Differentiated the key is to tell the most compelling stories in the most compelling format and involve the customer right from the beginning. We have an established framework for storytelling in the right way.
Firstly, you need to start with context: you need to demonstrate an understanding of, and empathy with, the customer situation. Then you follow with your answer: what can you do to help with that situation, be it a challenge or an opportunity? Finally you end with you: why you are right to help them?
Case Study
Capgemini: AIE
Capgemini's Applied Innovation Exchange is a global platform for innovation and change creation, and they needed a way to communicate their key differentiators. We began with a simple, but well crafted pitch that worked through a logical story which also underpinned all other tactics.
Case Study
Softcat: Go to Market
Softcat focusses on three IT priorities: Cyber Security, Digital Workspace and Hybrid Infrastructure. For all three priorities, Differentiated has created a range of collateral that takes their propositions to market in a way that can educate their sales community and inspire the customer.
Case Study
Vodafone Business: Connected Living
In conjunction with Mencap, Vodafone created an assisted living app that, through technology, enables users with different needs to be as independent as possible. At Differentiated, we created the content to showcase the transformative nature of the proposition.
Case Study
Vodafone Business: IoT
IoT is a technology with the capability to improve customer experiences in a number of ways - which we demonstrated specifically for the tourism and leisure market via content that could be tailored for different sub-sectors within the vertical.
Education Hub:
In partnership with Microsoft, Softcat have created an Education Hub packed full of different kinds of content and resources for educators. Differentiated created the Hub itself as well as much of the downloadable content, additional Microsoft specific digital and interactive video content.
Or get in touch directly at: hello@differentiated.co.uk
Find us
Differentiated Ltd, Wyvols Court, Swallowfield, Reading, Berkshire, RG7 1WY
Visit our website differentiated.co.uk
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