The Client Ruth & Michael – Revolutionising the Events Sector at Synergy Effect
Kam’s expertise was sought out by Synergy Effect when they designed and developed a high-quality new media production offering with interactive event capabilities, enabling live events with unlimited audience reach.
Kam effectively guided Synergy Effect in launching their innovative product, demonstrating the importance of strategic positioning, clear communication, and targeted audience engagement in the success of new product launch.
The Situation
The challenge was to position this new offering within the market, distinguishing it from existing solutions such as Zoom or traditional TV broadcasts.
Task
Kam was brought in to help Synergy Effect with two purposes in mind.
- Define a clear and distinct market position for the new product and ensure the new product’s unique value was clearly communicated.
- Develop a compelling name for both the product and revolutionary new category while creating strategies to effectively target two key segments: resellers (as a marketing channel) and end-users (participants of the events)
Action
Kam undertook several key actions:
Co-Design Workshops: Initiated a series of co-design workshops with the Synergy Effect team to gather insights directly from the team, leveraging their knowledge to co-create the product’s market positioning.
Understanding the Product’s Value: Helped Synergy Effect clarify the unique value proposition of their product and contrast its capabilities against common tools and highlight its unique offerings.
Naming and Positioning Strategy: Named the new product “Live Media” to highlight the product’s integration of media, television, and live interactive elements, and positioned the product as a new category, distinct from existing solutions.
Communication Strategy and Mentorship: Developed a comprehensive communication strategy tailored to the needs of the two target segments. Kam also provided ongoing mentorship to Ruth, a key stakeholder, guiding her through the implementation of these insights.
Results
Kam’s interventions led to significant outcomes:
Successful Market Positioning: A distinctive market position for Synergy Effect’s new product, anchored by the “Live Media” term was established, which differentiated the product from competitors and provided a strong foundation for all marketing efforts.
Effective Communication and Launch: Synergy Effect initiated a phased rollout strategy, with Ruth & Michael actively promoting the term “Live Media” as a pivotal part of their messaging, helping to spark interest and discussions among potential customers.
Increased Clarity and Direction: By defining what the product is and how it should be positioned, Kam helped Synergy Effect avoid the pitfalls of being compared to traditional broadcasters or existing digital platforms and enabled them to focus on their strengths and unique offerings.
Foundation for Future Growth: With a clear communication strategy and a new product category, Synergy Effect was well-positioned to continue their growth and capture new market segments to ensure the long-term success of Live Media.
Happy Client Testimonial
“Kam leads in the field in marketing resources and training. Her dedication and commitment to her clients results in the success of all her ventures. I would recommend Kam at My Marketing Mentor to any marketing professional” Ruth
“Kam, thanks for all you’re doing to help us find clarity in this endeavour. It’s surprisingly hard to really appreciate the big picture when we’re so close to the detail. Your experience and perspective is really making a difference.” Micahel
Ruth Hurst – Founder / Michael Fleck – CEO at Synergy Effect
