Competitive analysis, especially for technology companies, all too often focuses excessively (sometimes exclusively) on positive or negative gaps in product performance. But we can all cite examples of companies that out-marketed competitors who had better technologies and even first-mover advantage.
Accordingly, Rainier has recently introduced a competitive marketing intelligence research offering, a key strategic complement to the agency’s wide range of public relations capabilities. Sourcing from both primary and secondary research findings, Rainier’s objective is to provide its clients with in-depth analysis of their competitors’ marketing activities. Rainier’s resulting insights provide a richly specific gap analysis along with the agency’s recommendations on how various marketing strategies might lead to new opportunities for growth. These actionable insights ultimately result in giving our client a competitive advantage that goes well beyond product and technology differentiation.
In its investigations, Rainier takes both a holistic and specific approach to competitive analysis, including looking at areas such as analyst and media coverage, frequency of press releases and contributed content, brand and product mentions (and sentiment), media channel mix, conference participation, social media, job postings and more.
The analysis includes examining not only a company’s marketing performance versus their key competitors, but also industry gaps that reveal potential opportunities to capture untapped verticals or geographies, or under-discussed areas of thought leadership. The result of such recommended actions can result in increased revenue sources, elevated market perception of a company’s size and impact, higher valuations and certainly increased market awareness.
We recently provided this kind of deep marketing-intelligence research to a major semiconductor-industry player who used the resulting data to drive its annual planning and budgeting process heading into the new year. The research gave the company data-driven decision-making support that complemented the opinions and advocacy of internal team members in allocating marketing budgets, with a clearer view to the impact and ROI on marketing investments. Armed with empirical competitive marketing intelligence, Rainier’s clients will inevitably make better decisions for more impactful marketing campaigns that result in a bigger share-of-voice and share-of-market.
Contact us at Rainier to learn more about what our new competitive marketing intelligence research capabilities can do for you.
