September 20, 2007 - by James Sowden
Fill those awkward elevator moments.....
Having just returned from a brand workshop with the 'Eat Big Fish' team in London, I thought that putting some learnings into practice might be a good idea.
An interesting tool was used to articulate a brand's identity which was called "the elevator pitch...."
Living in Asia, one spends a lot of time in elevators and hence I have written an elevator pitch for the bellamyhayden brand... admittedly it would need to be a fairly lengthy elevator ride, but damn it would be interesting!
bh has always believed that:
- consumers connect with brand communications across an infinite scope of touchpoints.
- certain touchpoints or channels have greater influence than others. It is not always the high reaching touchpoints that are the most effective.
- a strategic solution should be unique to a clients category, brand, consumer and specific to their objectives.
bh as a brand:
- is unique, because its' approach is genuinely neutral.
- embodies genuine brand connection without the baggage or assumptions of mass media traditional advertising approaches.
- is a thinking brand, that makes a difference. We are not an implementing brand and this ensures our impartiality.
That is why we have created a product:
- called realconnectionsbh which starts by identifying a channel hierarchy through bespoke quantitative and qualitative research and ends with a strategy that defines how the brand should behave in all of the identified channels (based on their unique nature.)
- that is built on the basis that influential channels such as P2P, WOM, experience (both virtual and real) should be a startpoint for communications, which should then spread to more traditional higher reaching mass media, if we see these as necessary to the brief.
- that is highly awarded for its efficacy and innovation.
- that also drills down deep into media strategy and creative amplification.
Our audience is:
- anyone who has responsibility in optimising the connection between a brand and a target audience in order to drive sales metrics or brand equity.
- anyone who is finding that their current communication mix is delivering less than it used to.
- anyone that is having difficulty in getting all their communication channels or agencies to work together.
Our audience become bh superfans because:
- Our influence adds real value to our clients business.
- We deliver tangible results.
- Input is given to the process at the inception of briefing and we have an opinion that helps shape the entire communcation process.
- We share our clients' aspirations and ambitions (whether they be challenger brands or market leaders.)
This is different from the past because:
- We come from the perspective of 'all channels' not just advertising channels.
- We take the consumer journey from a message, to an experience, thus creating conversations and relationships.
- We prioritize channels by "influence" rather than reach.
This is different from our competitors because:
- We have a track record in true integration (our awards in both the account planning and media arena speak for themselves.)
- We can identify the best channel to use relative to a category and consumer with bespoke tools.
- We bring to life a brand idea in an orchestrated campaign flow with measurable specific delivery against every channel.
- We do not segment new media from old.
- We are neutral, independent and entrepreneurial, empowered to raise the bar without hesitation or vested interest.
- We take due diligence in understanding a clients business in order to deliver insightful, relevant and category redefining strategies.
- We run a tight ship of dedicated communications specialists from many different backgrounds.
This article is posted in AGENCY
I find that the real challenge with an elevator pitch is to reduce it to a single minded proposition - subject and compliment. Once you do that then you've nailed it. But then maybe I'm basing this on Australian building heights, in Singapore last week I travelled about 62 floors and would have come close to being able to deliver the elevator pitch above.
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