Recently, BKV had the opportunity to participate in a competitive review for our client EMBARQ. BKV was one of three agencies selected to research and present an in-depth analysis of specific competitive marketing activities. Our charge was to review collateral materials to the business market for more than 22 companies in the telecommunications industry. This was the first year that EMBARQ chose to invite BKV to participate in their annual competitive review.
For over six weeks, the BKV team gathered and reviewed collateral materials. Companies who don’t make their materials available online were contacted directly over the phone. The team followed a detailed script, collecting hundreds of pages of collateral to review. Materials were analyzed—including content, memorability, creative aspects and more—and then each team member prepared a detailed grade card for every company they reviewed. A review of EMBARQ’s collateral was included in the overall assessment process.
BKV’s final presentation to EMBARQ included not only examples of “best-in-class” collateral, but also competitor “grades” against a common benchmark. It gave EMBARQ an inside view of just how their competitors are marketing their products and services to business customers, with an opportunity to compare competitive efforts to EMBARQ’s own strategy. In the end, the client was thrilled with the presentation and the information BKV provided. We look forward to participating again next year.
