Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

right
shareholder

value

Appears in these related concepts: Break-Even Analysis, Terms Used to Describe Price, and Defining a Market System

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

…………………………………………………………………………………………………………………………………………………………………………….
Learn Business Terms

Customer-focused marketing is known as SIVA which provides a demand-centric alternative to the four P’s supply side of marketing management.

Learning Objective[ edit ]

Reconstruct the “Four “Ps” supply side model (product, price, placement and promotion ) to create “SIVA” (solution, information/incentives, value and access), a customer centric alternative

Key Points[ edit ]

The product is no longer a one-size fits all offering, but rather a solution created to solve a problem for the customer.
Information can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer. The “I” also stands for “Incentives,” such as trade promotions.

Value can be defined as the extent to which goods or services are perceived by customers to to meet their needs or wants.

Access takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.

Terms[ edit ]

Opportunity cost

The cost of an opportunity forgone (and the loss of the benefits that could be received from that opportunity); the most valuable forgone alternative

viral advertising

a marketing technique that uses social networks and other technologies to produce increases in brand awareness or sales. It can be delivered by word of mouth or enhanced by the network effects of Internet and mobile networks. Viral marketing may take the form of video clips, interactive games, ebooks, images, text messages, email or web pages.

Source: Boundless. “SIVA: Solution, Incentive/Information, Value, and Access.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/siva-solution-incentive-information-value-and-access-109-6866/

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But when it comes to business-to-business (B2B) brands, the reverse is usually true. Lots of time is spent on targeted and tactical marketing aimed at driving sales, without carefully considering how to create an emotional connection with the audience.
This division between brand marketing and sales marketing is a symptom of an industry where both client teams and agencies are structured into two distinct areas of responsibility. This division is unnatural and unhelpful, diluting brands and making sales less likely.

The most effective B2B marketing fuses the best of brand and commercial thinking and is built on an understanding of human behaviour – and brands that can engage on an emotional level (but also understand how to convert and nurture customers) will be successful in their B2B activity.
This combination of brand and commercial thinking can be termed “brand commerce” and it’s central to how approaching briefs and developing marketing solutions for clients.
Unsurprisingly, it tends to be startup digital brands that best understand that the emotion of the brand needs to be fused with commercial thinking and sit at the heart of the service they provide. Note-taking app Evernote is a great example. It draws people in with a promise to help “remember everything” – a particularly compelling proposition for busy professionals drowning in information.
While communicating a compelling and simple human truth, it understands how to incorporate further nudges to encourage you to buy throughout its communications.

These nudges are built on Evernote’s understanding of how and why people make short cuts in their purchase decisions. First it has a freemium model, where once signed up as an individual, you’re sold the benefits of creating a paid business account, where Evernote can be more than a simple note taking app, acting as collaborative working space to improve team productivity.
It also leverages the power of social proof, showcasing a range of the 20,000 company clients making use of its software.

The app even offers a range of Evernote Moleskine note books, designed to simplify the process of image capture, tagging and uploading written notes to Evernote.

When you buy one, you also get three months’ access to Evernote Premium, further creating a sense of exclusivity that will attract professionals to trial, use and embed the software in their working life. These sales nudges are commercial in nature, but never lose sight of the brand promise.

Even with the most technical and rational of products it’s important to understand the need for a point of engagement before you can have a real impact on sales. For example, KHWS has worked with a petro-chemical company to help bring emotion to the world of oil, encouraging sales staff to communicate the benefits to an often misinformed and unengaged audience.
By creating animated video episodes that use simple, engaging storytelling to spell out the benefits of using the right oil on commercial vehicles and machinery, the company has improved the sales journey, while reinforcing the premium positioning of the brand.

No matter the brand and the audience, you need to find a way of connecting with their lives, hopes and fears to tell your story and sell your benefits. So find the emotion in your brand and stop defaulting to rational, commoditised tactics, which might give short-term return, but won’t build market share over time.

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It is our goal and objective to deliver prominence and differentiation to
our client’s brand through creativity, dedication and passion. We are always driven
to contributing to our clients brand and business.
Experiential
SWEETWATER manages experiential campaigns and activations for the world’s biggest brands. Our expertise and services cover all aspects including:

Complete event services solutions
Roadshows and promotions
Retail and POS marketing
Sponsorship and communication platform development
Entertainment and Opinion Leader Marketing
Local, Regional and International Conference Management

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