STANDOUT - More information about our process

Stage 1 - Pearling

We start by seeking what we call The Pearl. There's one within every business, product or service. Often The Pearl is not visible and has to be uncovered. It is always something which is original, valuable and fascinating.
Just like the people who work in them, every company and organisation possesses something special. Too often, businesses and organisations fall into the trap of generalizing and categorizing instead of highlighting what is unique.
There are a few places where this core attribute can be found. Sometimes this essence can be found by going back to the roots. The analogy of a pearl is useful. An oyster creates a beautiful pearl around a foreign body which is irritating it. What irritation was the trigger for your business, product or service to be originally created?
So, like a diver after pearls, our first step in working with a client is to fish for the pearl. We use a technique called Interrogate-It, which is part of our MultipleMind Method. Once discovered, we work with the client to nurture, refine and polish the pearl until it shines.
We have an innate ability to probe and dig and get to the core. We have an eye for spotting strengths.
At some point in the process, we will find it. It will be a Eureka moment. It will be like a light bulb going off in your head. You’ll get complete clarity about what makes you unique.

Stage 2 - Refining

Beneficial things often start out quite raw.
So next, we distill and process The Pearl so that the beauty becomes clearer.
What does this mean in practice? It means that the right words need to be found to articulate the benefits.
The Pearl is clarified, made credible and concrete. It is turned into a form of words that precisely describes the essential aspects of the benefit.
It is made simple because a confused mind always says no.
We find the evidence to support the benefit which The Pearl is capable of delivering. We add a dash of credibility, in other words.
We call on an expert mix of hardened writers and creative writers to work their magic with words to refine your messages.

Stage 3 - Shining

Next, The Pearl is turned into a form so that stands out and catches the eye.
It is shown in its best light. The ways in which it is noticeably different are brought to the fore.
At this stage, we call on a team of brilliant designers. What is often not fully appreciated is that people experience businesses, organisations, products and services in a multi-sensory way. How something functions and looks as well as how it sounds, feels, smells and tastes can have a major impact. Our designers create the whole experience so that the messages of the benefit are set off and communicated in the best way.
It's about knowing about what will catch the eye of your customers.
As with a jewellery display, it is important to ensure the message stands out, has a unified look, is visually interesting and catches the eye.

Stage 4 - Displaying

The places where your marketing messages appear – in other words, the channels – are as important an issue as the messages themselves.

As Marshall McLuhan famously once said, the medium is the message. The form of the medium (that is, the marketing channel) embeds itself in the message. The medium influences how the content of the message is received. The message becomes more or less persuasive based on where it appears.

The scatter gun doesn’t work. Random acts of marketing produce random results. We help you select the best marketing channels to use. The job is to find the marketing channels that enable your message to speak as eloquently and as persuasively as possible. The right channels will expand the value you get from each penny and pound you spend.

Factors that are considered include:

How do your customers spend their day – which channels do they use
The reach – how many people are reached - of each channel
The cost for exposure of your message
The opinion that your prospects have of each channel – positive or negative