Product Analysis & Market Positioning Strategy

EXT. KEY MESSAGING & POSITIONING

Benefit from ext.’s data analysis and strategic exercise to ensure your firm or product is positioned for growth

TODAY’S CHALLENGE: WORKING IN SILOS

The respective mindsets of different areas of the business often create competing priorities – even when working towards the same objectives.

• Fees

• Flows

• Market opportunity

• Technical details

• Brand

• Social Media

• Advertising

• Air cover

• Compelling product ideas

• Advisor and investor needs

• Better conversations

These silos result in inconsistent messaging and materials, creating inefficiency, and often conflict, within an organization.

EXT.’S PRODUCT ANALYSIS & MARKET POSITIONING

Ext.’s product positioning solution helps align the activities of Product, Marketing and Sales teams to ensure that your solutions are positioned to maximize sales.

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THE SWEET SPOT:

• Considers all stakeholder perspectives and ideas

• Ensures consistency across all areas of the business

• Uses data-driven approach to formulate positioning and messaging

KEY MESSAGING & POSITIONING

PROCESS

Our team of marketing strategists and communications specialists follows a well-defined process that ext. has developed over the past 10 years. Our Key Messaging Framework helps simplify complex narratives and is a tool intended to be used over the long term to build consistent, strong marketing and sales pieces.

INTERVIEWS

Conduct interviews with key stakeholders including:

• Executive team

• Portfolio managers

• Product team

• Marketing

Distribution/sales

• Clients/investors/ partners

COMPETITIVE ANALYSIS

Deep dive research into market, product and competitors using:

• Firm data

• Bloomberg research

• Industry news and research

• Competitor websites

FRAMEWORK DEVELOPMENT

Distill all quantitative and qualitative data to determine product positioning and key messaging framework including:

• Product position

• Value proposition

• Key messages

• Supporting proof points

TACTICAL RECOMMENDATION

Develop distinct product positioning to:

• Align with corporate brand

• Define parameters for sales and marketing support

• Recommend sales and marketing strategies and tactics

Our team conducts research using:

KEY MESSAGING & POSITIONING DELIVERABLES

MARKET & PRODUCT ANALYSIS

COMPETITIVE ANALYSIS

Research via Bloomberg Terminal or publicly available information (such as websites, press releases, etc.) to understand how position your message against your competition

INTERNAL ANALYSIS

30-40 page in-depth analysis of: mega-trends and landscape, competition & key trends 02 03

Through the interview process, we identify key insights from employees, partners and/or clients

KEY MESSAGING & POSITIONING DELIVERABLES

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KEY MESSAGING FRAMEWORK

Build a key messaging framework that synthesizes the analysis and distills it into a simple framework covering: brand promise, value proposition, key messages and supporting proof points, tone of voice

TACTICAL RECOMMENDATIONS

Based on the analysis and messaging work, we will provide a set of tactical recommendations that cover owned, earned or paid opportunities

WHY REVISIT YOUR KEY MESSAGING & POSITIONING?

TODAY’S MARKET IS COMPETITIVE:

• Give yourself the advantage by authentically differentiating your firm or product from its peers

• Give your sales team the support it needs

• Let your product and marketing teams focus on their areas of expertise

• Benefit from an outside, un-biased perspective

ESTABLISH a distinct market positioning

EVALUATE opportunities for product growth in the market

INVIGORATE the marketing, sales and advisor support for the solution

RESTORE sales growth