Our team of marketing veterans has a deep, vertical knowledge of global telecom that helps us fully understand technology, market, product, and business issues for our clients, giving us advantage over other marketing consultants who often don't fully understand your market or your product. We come to every marketing engagement with a full understanding of your market, your customer, and your hurdles. Add that to our experience with dozens of marketing tools, from guerilla to traditional, and you can a marketing team that can hit the ground running.
Marketing Strategy
VP Marketing Service
Launch Program
Product Marketing
Messaging
Collateral Packages
Channel Development
PR & Advertising
Tradeshows & Events
Marketing Strategy
From the core marketing areas of product, price, place, and promotion, our team has delivered value to wireless and telecom startups from their angel round through IPO. Our focus on wireless and telecom, allows us to bring our well-worn tool box to any size company and hit the ground running. Often our marketing strategy projects start with 1 or 2 days onsite with the executive team and active investors. Then we take time to process and research before we go back to team with our analysis and recommendations.
Startup VP Marketing Service
This is our most popular marketing service because it allows companies who are focused on the business of creating and building product to stay focused while the marketing plan, a full set of collateral and sales tools, outreach programs, channel programs, and all other relevant and budgeted marketing projects are managed and delivered by a knowledgeable high-quality marketing team.
Typically these engagements last 6 months, at which point we hand off a fully functioning marketing program with all the tools in place to an in-house manager-level person. This saves our clients lots of money and gets them to market much faster than doing it themselves. We do not take on more than 2 VPM projects at a time.
Launch Program
We are often engaged for company launches and product launches. These programs vary mainly by the marketing budget of our client, but usually include a minimum of PR, website, tradeshows, with print and online collateral. These engagements usually start with a messaging exercise which speeds the delivery of every element of the launch.
Product Marketing
Often in our marketing practice, we see single product companies. It is therefore necessary for us to engage product marketing strategies in most of our projects-whether launching a startup working through an acquisition. One of our differentiators here is that we have worked across the entire telecom value chain and we already know the competitive and customer landscape for most products we take on.
Messaging
If messaging isn't done well the first time, every document, every webpage, every press release can become a debate among interested parties. So, our first step for most every client or product we take on goes through a messaging review or new message pyramid. Our product messaging documents have survived acquisitions from DJ100 companies and still remain current to date.
Collateral Tools
Sometimes a client just needs help building some collateral. Using our extended team of contractors, we design, architect, write, and build websites, interactive tools, film and video, press kits, brochures, PowerPoints for sales and investor presentations, POS cards, advertisements, and online newsletters. Often our clients need several of these at once, related to a launch or refresh, but we are also available to manage single elements by request.
Channel Development
Given our strategic advantages of being wireless and telecom insiders and running the Telecom Council, channel development is a particularly strong asset for the Kerton Group. We advise on channel development, make introductions, set up retail channels, build B2B programs, develop and manage technology alliances and seminar series to further technologies, and of course our global carrier connection are often helpful to our marketing clients.
PR & Advertising
From guerilla social media tools to international press tours, we help our marketing clients reach their marketing goals by promoting their brands, products, and reputations in whatever meets their budget limitations and exposure objectives. To be clear, we rarely advise expensive PR and marketing campaigns for our startup clients unless they are selling directly to consumers. We generally reserve the more expensive advertising and PR campaigns for larger companies and those with specific exposure objectives such as IPO or acquisition opportunities.
Tradeshows & Events
Tradeshows and events are second nature to the Kerton Group's marketing team-we manage over 40 events annually and our clients exhibit at every major wireless tradeshow in Europe, US, and Asia. Though many of our clients use us to build and manage their tradeshow exhibits-from the booth to collateral and PR, depending on a client's budget and objectives, we often recommend targeted campaigns and demos in nearby hospitality suites. We have had a lot of success getting the exact right group of 20 people in a room for a private demo, 80 people for a public presentation to a wider audience, and 150 for a cocktail. Ask us for ideas-we are full of them!
