Mobile vs PC optimized web site,
what’s so different?

Whereas content is king for conventional PC optimized web sites, it’s quite the opposite for mobile smartphones. The key to mobile device site success is simplicity, providing meaningful condensed content, clean cross-device coding and ensuring image size optimization.

The goal is to keep users time charge costs down, get them to their required information destination as quickly as possible, and make a exceptional impression. A great deal of testing, emulation and thinking must go into every mobile optimized web site to ensure mobile phone friendliness, small file size and that the integrity of message and brand are protected.

Featured site highlights
Urban Solar Corporation

1. 6 mobile optimized pages incorporating the content 14 pages from
   conventional full view site
2. utilizes collapsible tabs to keep all information highlights visible
   on the initial viewing screen
3. simplified navigation
4. news items are pulled into app from existing CMS and are easily
   navigated from top or bottom of release
5. gallery images are pulled in from existing CMS, larger images
   presented when thumbnail activated
6. small image size produces ultra fast page generating
7. product and technical data sheets are easily integrated into process
8. automatic page adjustment means pages will be presented consistently
   for all smartphone and tablets
9. redirect for smart phones from the existing full view web site
10. maximized mobile friendliness (W3C Mobile, CSS and HTML validation)
11. anti spam mechanism available from existing CMS process is also drives
    the contact page
12. emulator tested for (iOS, Android, blackberry, Web OS, Windows phone
13. full view site link available

Mobile smartphone optimized
web sites offer:

1. simplified navigation and navigation devices
2. condensed, compelling “right to the point” copy
3. content that is optimization for smaller screen sizes
4. optimization to smartphone operating system conventions: iOS,
   Android, blackberry, Web OS, Windows phone
5. a tie into existing content management system (CMS) if available
   for news, job postings, contact
6. seamless redirects (PC or Smartphone detection)
7. search engine optimized URLs and content
8. an alternative viewing experience – smartphone, small tablets or
   full view PC versions

Smartphones have become a fast, easy, and practical way to access information off the internet – anywhere and anytime. By having a mobile optimized version of your company web site, you greatly increase the likelihood of a great first impression, provide snippets of information to create interest, and encourage the desire to know more.

Benefits to having a mobile optimized web site:

• enhance mobile user experience & discourage bounce rate
• reach out and create awareness with growing mobile device audience
• present a simplified version of your web site that encourages desire for
  more information
• convenient way to personally showcase your company, anywhere & anytime
• utilize QR code strategy more efficiently and effectively

Visit our new site at: www.hutchinscrang.com/mobile

If you are like me, by the time you get around to that .01% that does matter to you, it probably amounts to a .001% success rate when it comes to actually finding that product, or gizmo, or article… that really has caught your interest.

So along comes the QR code (quick response code), a stack of black squares that are laid out in a pattern that when captured by a smartphone, ipod or ipad will instantly point you to a URL or provide you with information. No more memory challenges, no more pens and no more “I just don’t have time right now”. Now you can get information you want, captured instantly with a click of a button – to process when your busy life allows for it. Awesome!!! at least for me – an obsessive marketing guy.

ID matrix’s and bar codes have been around for years, but it’s only with the development of miniature optics, smart devices and QR standardization that these codes have flung forward and will continue to grow in popularity: on advertisements, billboards, posters, flyers, real estate signs… and more.

Wow! QR codes & smart devices, a marriage made in marketing heaven. Incorporating a QR code on your marketing collateral allows you to direct a prospect to a specific landing page for specific campaign programming and tracking.

Strong visuals that support your business, marketing, sales and training objectives are great motivators that clarify, get right to the point and much more:

Download the HC Illustration Flyer (PDF)

• Simplify difficult to explain processes
• Turn your intangible concepts into visual reality
• Add excitement or set a tone…
• Complement and reinforce a position or statement

We create illustrations, animations and diagrams… to complement and support your advertising, events, proposals, internal communications and sales collateral requirements.

An audit will usually include both internal and external collection processes such as surveys, interviews and market research. Once an audit has been performed the data is analyzed, opportunities, strengths, and problem areas can be identified and addressed as required.

A brand analysis is the process of analyzing the brand audit data to determining brand strength in the context of the competition. It paves the way for recommendations that will help to build the brand where it may be weak, lacking or may suggest a more favourable market position.

The ultimate analysis will involve every aspect of the business including employee, customer, prospect, stakeholder and market perception of the brand, however there are many levels of audit and analysis that can be performed on a brand and there are many ways to address the analysis depending on time, budget and level of corporate commitment. The process determines measurable variables for the assessment of brand strength and lays the groundwork for the brand strategy and how it should affect the planning and implementation of communications and marketing planning.

Many companies may think they already know the state of their brand. Ignoring an audit and analysis process they will proceed directly towards a company re-brand in hopes to wipe the slate clean and repair the damage. Unfortunately, many of these companies end up falling into the same rut they are trying to get out of, because they fail to address the underlaying issues that have caused brand weakness in the first place.

In most cases a successful re-brand is more than just a fresh coat of paint, it requires that all the issues that may be causing brand confusion or negative perception be addressed and fixed before re-brand implementation.

Key objectives of a brand audit:

1. Provide a benchmark for improving brand strength
2. Identify and assess the true position of the brand with respect to key competitors, based on the perceptions of customers and shareholders.
3. Determine the relative positioning of key competitors and identify potential to move into desirable market space
4. Identify and re-evaluated strength/weakness/opportunity/threat (SWOT) data for broad use and in identifying a most beneficial market position
5. Provide data that will help develop, adapt or modify key messaging to claim company’s current or revised position – based on research findings and company’s future & brand and marketing plans
6. Provide data that will assist in the development an external/internal branding and communications plan with the overall objective of building the brand

The basic brand audit & analysis process includes:

1. Review of mission, vision, position (all key messages)
2. Interviews/surveys with customers, prospects, stakeholders, competitors, analysts, vendors, media, board members & employees, etc.
3. (Intangible perception of the brand) Measurement strategies to convert intangible to tangible
4. Review of all tactics and collateral materials – (all tangible materials) Collateral touch points (media) in terms of message consistency, appeal, effectiveness and quality.
5. Research and review of the target market
6. Research and review of the competition
7. Interpretation of results

Typically, a branding strategy or campaign consists of three general elements: Identity, Implementation and Management. It takes commitment, discipline, focus and courage to build a strong brand that people will care about and support (everything done should be considered within the broader context of brand strategy). A strong brands acts like a magnet to prospective employees, shareholders and customers.

Understanding the brand:

The brand:
There are many ways to define a brand, some define it as a position in a target market; price, quality, uniqueness, reputation… Some define it as a perception that exists in the minds of the customer, prospect or stakeholder. No matter how it’s defined, a brand is either built, ignored or neglected by the companies that the brand stands for. The amount of respect dedicated to the brand is the difference between a successful brand and one that fails. Everything a company does, the way they do it, and, in many cases, what a company doesn’t do, acts to reinforce or undermine the unique position in a customer’s mind.

Brand identity:
A brand identity is the visual expression of the brand. It includes logos, graphic elements, colours and look and feel that reflect the personality & tone of the brand. An identity should be long lasting, memorable and a timeless reminder of what a company stands for and delivers.

Brand strategy:
A brand strategy answers an essential and basic question. “How do I make a positive impression in the minds of everyone who touches the brand?” Through positive branding techniques including delivery of the message through integrated marketing and communications tactics, collateral development and implementation, a prospect will become aware, interested and invested in a brand. This investment will eventually lead to brand loyalty and buy-in. Most successful brand strategies are ones, that include everyone from employees & vendors, right on through to shareholders, prospects & customers.

Basic brand strength measurement variables:

• Messaging
• Brand distinctiveness
• Brand tone
• Brand consistency
• Brand awareness
• Brand reputation
• Brand loyalty
• Brand preference

General characteristics of a strong brand:

1. Messaging and identity is consistent, clear, engaging, unique and resonates with all stakeholders
2. Messaging reflects the company’s positioning strategy and is aligned with the brand’s core values
3. Brand strength is built through communications tactics and collateral
4. Brand image is being reinforced internally and externally
5. Strong internal communications, everyone knows the mission and values statement
6. Company consistently delivers what is promised
7. Comprehensive graphic standard is respected and followed

General characteristics of a weak brand:

1. General helplessness as company adapts to changes in the market, restructuring, leadership & strategies
2. Inconsistent identity and messaging has undermined the unique position to the brand in the minds of stakeholders
3. Mergers and acquisitions have over complicated the brand architecture
4. Messaging doesn’t make sense any more and may be confusing stakeholders – position, mission, value
5. Vision of the future is not clear
6. Competing on price
7. No internal pride or understanding
8. Lack of stakeholder energy – have become cynical
9. Lack of self worth and acceptance of failure
10. Difficulty retaining best personnel
11. Growth without a plan (fill a sort term market demand)

Re-branding:
There are many reasons why a company may choose to re-brand: confused investors, tarnished reputation, merger of equals, need to renew interest… No matter what the reason, probably one of the most significant outcomes of a re-branding process is the clarity and focus that it generates to the leadership team, management and personnel. It has a rejuvenating effect on the entire company – a renewed sense of purpose and puts some measurable reality to the current situation.

It’s important to be aware that you already occupy a position in the market, because you do, whether you think about it or not! In fact, your customers and competitors have beliefs about your position in the market, and those beliefs will act as reality until you become proactive and define yourself. If you can’t differentiate your products, how can your prospects?

Benefits of identifying your competitive position in the market
Occupying a compelling competitive position helps enormously when creating marketing campaigns. It allows you to focus on and articulate how your strengths address real market needs better than the competition does. By claiming and defending a position of strength relative to the competition, you can shape perception in the market and define the rules of engagement.

Position value:

• Clarity in the minds of the sellers – what is being sold
• Clarity in the minds of the buyers – why should they buy the product
• Clarity in the minds of R&D and Production – expectations for the product

Know where you are now!
Know where the competition is!
Know where you want to be!

Once you take stock of your competitive position, you’ll learn that there are at least three critical positions in the market that you need to be concerned with:

1. Your current competitive position
2. The position(s) of your competitor(s)
3. The ideal position in the market

By understanding your position in the market relative to the competition, you can design messaging and marketing plans that play to your strengths. By understanding the ideal position in the market, you can choose to make the business or product changes that allow you to claim and defend that more powerful position!

Finding a position: how does it work?

Positioning is a process that requires data, analysis and answers to some
basic positioning questions. Here’s a short overview of the process:

1. Collect data: Survey your customers, vendors, employees, and other stakeholders to assess current perception
2. Know the market: Understand the factors that will affect buyers now, and what will drive them in the coming years
3. Take stock: your strengths, weaknesses, opportunities, and threats (SWOT)
4. Analyze the competition: study their marketing claims. Do a SWOT on them
5. Put it all together: plot your position relative to the competition and to market needs and trends. Plan your strategy based on where you are now, and how you will evolve toward your ideal competitive position

Positioning Statement:

Once you’ve collected and analyzed all the data, you will be able to follow the steps to creating a positioning statement. Typically you will have two or three versions of your positioning statement.

1. long version — which states in detail, many of the differentiators and benefits for doing business with your company
2. general summarized version — for use in collateral and generic ads
3. a very short version — the elevator speech: what, where and why in less than 30 seconds

Your positioning statement can be sliced up or expanded (must keep it in the same context) to suit your tactical and collateral requirements to drive your marketing messaging, and the company.

Unique Sales Proposition (USP):

A USP is a statement that sets your business apart from the competition in a positive way. It essentially makes a promise to prospective customers that you do things a certain way, and your products/services produce certain results.