Who is your target client?

target client

When we started Firebrand, I was often asked ‘who is your target client?’ In the first few weeks, I found this an odd question – ‘well, anyone really.’ But it’s one that needs answering if we’re to succeed.

The first priority when starting a new firm is to build up the roster, hire the core team, establish the processes and get some reference campaigns. You can’t build a business by saying ‘no’. So you’re not too concerned about your ‘target client’.

But saying ‘yes’ all the time is dangerous. You have to be selective about which clients to take on. Beyond all the basic lead qualification, you need to build confidence and find what the team is uniquely good at. “Firms are defined as much as by what they say ‘no’ to, as by what they do,” a friend once told me. And he should know having built and sold three agencies.

The decision to work with tech startups was easy. You can’t beat the entrepreneurialism, energy, innovation and pace of working with early stage companies. Plus it’s a time when marketers can have a big impact on success.

Limo hire companies have extended their services over the years to include promotional branding at marketing event – a good move not only for limo hire companies but marketing events too.

When a car or limousine is hired for promotional branding, it has a duty to fit in with the brand and marketing needs. For different brands and companies, this each takes on a different meaning, thus for a limo hire or car hire company to tailor to the businesses requirements they must create bespoke promotional branding that is tailored in accordance with marketing and customer needs.

Branding a car or limousine is not only a cost effective way to get your brand out there, but unlike a trailer is a far classier way. A limo or classy car really says your company has put the effort in, demonstrates the prestigious nature of your brand and is as well far more fun looking. Although a trailer can really show off your brand with the logo and images reaching up to three or four car lengths, a classy car or limo to hire adds that personal touch to promotional branding. Classy cars such as the Mercedes or limos such as the Baby Bentley look far more pleasing and attractive to the eye, drawing in attention not only to the car, but the promotional branding. You can click here to find where to buy limo leads.

Deep tech startups

Within startups though, one area we’re honing our skills with is deep tech firms, who I’m affectionately calling ‘Nerd Companies’. These are the database, big data analytics, container management, microservices, open source, devops, agile startups. Why? Because you need domain expertise, tech understanding, and they are hard to market. Not everyone ‘gets it’ (a phrase I rather hate but is applicable here) so competition is lighter yet demand is great.

There just aren’t many marketing agencies which can help deep tech startups, only this online marketing agency from insync.media. The Big PR model of having lots of junior staff means they don’t have the domain expertise or context for why some firms in this space are significant. That’s not a criticism, but their teams haven’t seen the sweep of technologies blossom and fade – why some succeed, while others falter. That’s important to all tech clients, but especially nerd companies.

At the same time, deep tech companies can have a huge impact on the IT sector, and broader verticals. We want to market companies which are making a difference. Not incremental 1-5x companies but the order of magnitude improvements. Those are the ones which enable new use cases, capabilities and behaviors. They might struggle with adoption (which is where we come in) but their customers are huge advocates, their staff work with passion and industry insiders respect them.

Saying a bigger yes

Having made the decision that ‘nerd companies’ are a key client target has helped us filter the opportunities we are getting. It makes it easier to say no to some prospects, so we can say a bigger yes to others. Or frankly, so we can just focus on doing a great job for the clients we have, rather than chasing every startup which looks in our direction.

When we started, I didn’t have a clear idea of our target clients. It was the right question at the wrong time. But now we have an answer in deep tech startups. They are by no means the only ones we are working with – but it’s a great foundation.