19APRIL 2021We believe that if our creativity does not result in more better business outcomes for our clients, then we have not done our jobintegrating three key components in its campaign:1. Understanding the clients and their work culture and learning client perception.2. Reverse Engineering the product/service to understand its appeal in the market3. Researching the competition to discover any unique advantage over their clientsThe company first deploys Voice of the Employees, a business analysis method where it interviews the client's management staff and program managers, asking them a series of questions to discover the factors that bring customers to their doorstep. The company then drills deeper by asking clients the same questions in confidence to see if there is a misalignment in what the client believes and what their customers feel is the organization's best attributes. Next, Borenstein compares its clients with the competition. The enterprise does so in two steps:1. First, it checks whether the client can successfully explain what they are offering. If people don't understand what and why they are buying a product, then it's ignorance of knowing that there is a solution, and the company needs to educate them on it.2. The second is understanding that there is more than one best solution available in the market for an existing problem. If so, what are the chances that the client's offerings will be more believable than the others? After identifying what is believable, what is likely to succeed, and differentiable enough to garner attention, Borenstein Group executes the creative part of brand management via digital branding and finds ways to advertise its proven features in the marketplace. Digital promotion can occur through digital marketing, SEO, pay-per-click, social media, public relations, etc.The advent of the COVID-19 pandemic has radically changed many companies' decision-making methods, as many conferences and events were canceled as a result. The situation hugely impacted the trust development process between buyers and sellers as most of the operations involved face-to-face interaction. As such, Borenstein Group is continually finding newer ways to establish digital trust between itself and its clients by implementing various methods. The methods include using digital videos instead of log reading case studies, making technical explanations simple to understand using infographics, and anything that can humanize a presentation and make it easy for them to understand and connect with.Additionally, with increasing multimedia messaging forms, an individual's attention span is shrinking day by day. So, if one doesn't get a positive perception in 5 seconds of looking at a company's presentation, they will move on to the next. Hence Borenstein Group continually tries to find ways to strategically use analytics to further their client's business. As Gal states, "At Borenstein Group, we envision that every creative action can be measured with analytics. If not, then it's likely to be an experiment, not a scientific endeavour." MT
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