Partner Article

Aspectus releases the 7 Ages of Business Marketing

London, 27th October, 2015 - Aspectus, the engagement agency, has today released a white paper aimed at identifying the comms strategies that can make the difference between success and failure for businesses of every size and stage of development, from bleary-eyed startups, to champagne toasts at exit.

Titled, ‘The 7 Ages of Business Marketing’, the paper examines the similar pattern of challenges faced by most successful product, service or technology based businesses as they progress. Through Startup, First growth, Meeting challenge, Second growth, Opportunity growth and finally to Exit, the challenges at each age are unique and call for a tailored approach.

The paper argues that, done right, communications can be a key part of a business’ growth and progression, but a substandard approach risks stagnation or regression. What was right at one stage may not be right for the next and the new paper was born from the observation that too many companies fail to scale their communications appropriately to match the organisation’s changes.

CEO Alastair Turner explains: “It may seem obvious, but there’s no such thing as a one-size-fits all approach to communications - not between companies and not even between the same company at different stages of its own development. However, some things are universal. At each milestone in a company’s story, it needs to think carefully about its brand strategy, and make sure its efforts across content, media and search are integrated and fit for purpose. This paper is designed to give some insight into how to do that.”

The 7 Ages paper draws on Aspectus’ experience over recent years as it has transitioned from a traditional PR outfit, to a full-service engagement agency, working to integrate the best of media, content and search practises in order to drive stakeholder engagement and business outcomes.

“It’s not about speaking to an audience, it’s about a conversation with stakeholders - that’s what sparks that moment of engagement and the business benefits that go with it,” argues Turner. “Companies know this instinctively, but don’t translate it into their comms campaigns. We’ve worked hard on how to do that over the past few years and we’d like to share our experience.”

To download a copy of the whitepaper, visit https://www.aspectuspr.com/news-insight/SevenAgesofBusinessMarketing/

This was posted in Bdaily's Members' News section by Alastair Turner .