Helping The Business Intelligence Professionals at RCMBT Build A World Wide Brand
Historically, the best way to get people to understand what you do is by sharing actual experiences. This is one of the more memorable from the hundreds I have had since starting my creative services business in 1989.
RCMBT is a very good business intelligence services company headquartered in Toronto. They have a large team of data processors and analysts In Mumbai and work very closely with them to ensure high quality results for all their clients.
The principals of RCMBT came from long and successful careers in the aerospace industry with Bombardier and started their business about 13 years ago, with Bombardier as a main client.
From their beginnings, they grew their business within the aerospace industry providing a full range of data and BI services to both carriers and original equipment manufacturers.
During this period they had become quite adept at working within highly regulated environments.
One Market Down … Three Or Four To Go
Over the past year, however, they realized that they could expand their business into other highly regulated areas such as banking, insurance and investments.
With this lateral expansion as their objective, they realized they would need a good strategic/creative team to help them get there.
They started their journey with my associate, designer and e-marketer extraordinaire, Rahul Pereira who introduced them to me very early on in the process.
The trick of all this was to build a consistent branding, with strong identities in each of the areas into which they were interested in expanding.
But Job #1 was solidifying their core business which was aerospace.
We met with the clients a couple of times and pulled what they were thinking out of their heads, then began putting together some of the core materials they would need.
This included a landing page for aerospace, and a website that basically established their proposition of being the people to contact if you are in a highly regulated business sector. We supported this site with some key case studies and industry related white papers, which I edited.
We then created a trade show booth, an awareness video a couple pieces of trade show collateral that could also be used in direct mail.
This allowed us to leverage their airline experience to the max and broaden out their message to reach into the other areas in which they wanted to establish themselves.
Great B to B Brands Are Built One Handshake At A Time
If this sounds a bit old school to you, that’s because it is. We gave RCMBT a strong web site, a solid SEO program and good data building features.
But we did not put all our eggs in one basket. Because no matter how good you are at web based marketing there really is, nor will there ever be, any more effective sales tool than meeting people in person in a trade show setting and in subsequent meetings.
We have begun the process of developing a series of micro-sites that detail RCMBT'S features and benefits to each of the business sectors they want to market to. Just waiting to see the completed micro-site for the financial services sector.
As the company moves forward, they now realize that any significant communications challenge they may have can be dealt with by their ‘guys’, who now have a really good handle on their business and their target audiences.
This is a big load off the plate of any real entrepreneur, because it frees them up to do more of the activities that will accelerate their business growth.
It’s a classic case of little things meaning a lot.
If your business has reached the point where talking to a communication professional would be the preferred option to banging your head against the wall or whatever, lets talk.
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All content copyright 2016 Jim Murray.