Establish an operational roadmap to build lasting mindshare through this research and facilitation process, led by Murry Shohat

What is mindshare and how does Marketing Operations drive it?

Positive mindshare is as simple as "Intel Inside." Or "The company you keep." It's about the recognition, not the catchy slogan. Marketing Operations provides the infrastructure to build and sustain mindshare. Mindshare Compassing provides the bridge between Marketing Operations and mindshare development processes, such as public relations, marketing communications, corporate communications, analyst relations and investor relations.

Someone asks, “What’s your favorite car? Restaurant? Computer? Who is your favorite test equipment vendor? What is your preferred embedded operating system? Your answers denote instant mindshare and also represent a direction of sorts (e.g., favorite car Ferrari might point to things that are fast, while favorite operating system Linux might point to things that are open sourced. Perhaps you don’t have a ready answer but can think of several responses for each question. Whatever is in your head is your mindshare. How it got there, and why is what Mindshare Compassing is all about.

Marketing Operations Partners helps you achieve MC that sticks. Our MC process can be rigorous but, because it works, no one will argue the benefit.

You’ve heard the story about the pit bull that sunk its teeth into the tire of a police car at a stoplight. What happened when the light turned green?

Whap whap whap whap whap whap. Splatttttt.

It’s what happens when you bite into the market without a navigation plan.

Mindshare compassing creates an action plan. It’s not only how you execute mindshare capture for your company, project or idea, but why, where and when, too. MC is not just any kind of plan, but a true “modus operendi” There’s nothing criminal in our MC recommendations, unless you call “ka-ching” illegal.

Building mindshare should never take place for mindshare’s sake. Too many firms have found their reputations sullied by the continuous delivery of empty promises. “I promise that our next software revision will close the door to viruses.” Whap whap whap. Splattttt.

MC means that you are going to know in advance when, how and why you’ve asked the PR Manager to contact the media, the marcom boss to spend $xxx,xxx on brochures and ads, and the Sales Manager to train your feet on the street. You’ve planned thoroughly. You know where you are going and why. You’ve realized what it means to service mindshare development as a genuine asset. It’s not about the headline or the product announcement. It’s about your firm's ability to sell and deliver, to harvest customer interest on a sustained basis, year after year. Develop mindshare compassing and witness your customers becoming your own renewable resource. MC. It eliminates whap whap whap whap whap Splattttt.  

OK, let's get pragmatic. When you ask Marketing Operations Partners to bring in MC, what is it we actually do? Here’s a typical operating scenario:

• The team, led by Murry Shohat, designs an exhaustive survey that will involve yourselves, your customers, editors and reporters, analysts and opinion leaders. And, of course, careful evaluation of your competitors.
• We conduct the survey using our senior talent – in person, on the telephone and via e-mail.
• We feedback results as they become known, refining and correcting our course as we go.
• We present our findings to you and begin the process of designing a strategic plan for mindshare development.
• We ratify the plan with you. The deliverables include a comprehensive set of tactics in an action framework that enables you to track progress
• Working hand-in-hand, we execute the tactics. These might include naming and branding, employee training, press kit development, off-the-record media and analyst briefings, venue selection, press touring and conferences, reverse press touring, DVD development, website development and much more.
• Because you’ll be generating leads from the process, we help you develop the response plan in advance, so hot leads don’t cool while waiting to be serviced.
• And of course, we help write your own famous catchy slogan, if appropriate. But it won’t be whap whap whap whap whap Splattttt. 

Mindshare compassing. Where you are going, why, how and when.

For a real-life example of Mindshare Compassing in action, check out the Agilent Test & Measurement case study.

Contact Marketing Operations Partners today to put a sustainable mindshare plan in place.

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