agency Archives - KingFish

October 10, 2024

Navigating the Discovery Process Through Competitive Analysis

Taking on a project with a new client can feel like setting sail in uncharted waters. As we embark, the implementation of a discovery phase provides us with the tools needed to navigate a unique and client-focused creative process. In addition to stakeholder interviews, a competitive analysis is an invaluable tool that provides us with crucial insights that will shape effective strategies and lead to exceptional results.

A SWOT analysis evaluates an organization’s Strengths, Weaknesses, Opportunities, Threats – and it’s not corporate jargon but a treasure trove of information. This process uncovers what keeps your competitors afloat and what could run them aground — what new opportunities competitors are exploring and where they could encounter hazards. When done correctly, the SWOT reveals critical insights that can be used to a client’s advantage, allowing them to capitalize on their competitors’ missteps and turn a competitor’s weaknesses into their strengths and threats into opportunities.

At KingFish, a SWOT typically includes a close inspection of competitor websites to evaluate user experience, content strategy, and SEO practices. Additionally, a social media assessment identifies types of content competitors create and how frequently they share it. We determine how each competitor markets themselves and how they connect with their followers and our research inspires a tailored content strategy.

This iterative process uncovers a client’s differentiators, which are the unique advantages that set an organization apart in the marketplace. These traits distinguish their products and services from key competitors and should be leveraged and amplified in order to appeal to target audiences. Understanding these differentiators will help to better navigate the competitive waters, avoid potential obstacles, and chart a course toward success.

As we dive into the realm of messaging and visual representation, we analyze how competitors position their brand and speak to their audience through voice, tone, and visual design. We use this knowledge to craft a distinctive voice and brand experience, as well as irresistible calls to action (CTA) that make our clients stand out in a sea of competitors.
Whether our client’s goal is to rebrand, launch an ad campaign, increase web traffic, develop an impactful social media presence, or drive overall brand engagement — a competitive analysis is often the first step to uncovering their organization’s unique attributes.

Published by KingFish + Partners in Advertising, Agency, Brand recognition, Branding, Competive Analysis, Marketing, SWOT Analysis

Tags: agency, Branding, Competitive Analysis, Marketing, SWOT Analysis

April 13, 2023

3 Reasons to Add a Small Agency to Your Short List

Businesses of all sizes can find the perfect fit in a small agency partner. Whether you’re a small to mid-sized business that needs a website redesign or a large business with a specialty project your AOR isn’t the right fit for, a small agency deserves the chance to compete for the work.

Here are three reasons you should add a small agency to your agency short list:

We are lean (for real)

Have you ever been in a meeting with an agency, and there is one (or more) person staring into their laptops or phones — not saying a word? Here is a fun game: think about how much you are paying for that person to work on something that is not your business. It is a bummer.

At King Fish, we are all thinkers, doers, and collaborators and contribute significantly to our projects. If we are at the table, we bring value. We do not do hierarchy. We accomplish more with less. That means your budget, time, energy, and resources go much, much further with us than with an agency with a deep roster.

Our network is your competitive advantage

Small agencies might have a handful of full-time employees, but they can tap into a wide network of talented contractors and experienced subject matter experts to build a customized project team for each client when needed. Big agencies staff excellent creative talent, but they often lack the subject matter expertise that is critical for marketing to B2B consumers or doing the deep-thinking work required of regulatory clients in the finance, healthcare, and technology industries.

At KingFish, we utilize our network to staff projects with the copywriters, user experience designers, and developers most qualified to deliver the best possible work for you. They are masters of their skill and understand (and often live) your business. It is a winning combination.

We are in it for the work, not the perks

Big agencies can have their big-city surroundings, kegs, pool tables, video games, snack drawers, and open bar black-tie holiday parties. Sure, we enjoy our deck beers and concert outings — but what encourages us to come to work every morning is the impact we have on our clients’ businesses. That’s the true reward, and it shines through in how we collaborate with each other and our clients. You’ll feel the difference.

Speaking of the work, check out our case studies for a look inside some of our favorite projects and keep us in mind the next time you are in the market for an agency.

Published by KingFish + Partners in Agency

Tags: agency, small agency, work culture

April 10, 2023

The Creative Process: Start With Discovery

Marketing is one of the most cluttered industries in the working world. There are thousands of companies calling on agencies every day to help sell their products and services through effective deliverables and measurable results. Over the years, KingFish has carefully crafted a five-step approach that yield just that:

1. Discover

2. Strategize

3. Create

4. Launch

5. Measure

One core element to the KingFish process is the first, also known as the discovery phase. It’s the foundation of our entire approach and is the point we uncover the insights that drive a company, its mission, and its marketing objectives. Along the way, this exchange often identifies holes a client did not know they had in their business and marketing strategies.

Passion drives inspiration

When you ask someone what they love about their role, their eyes light up inevitably. There is a reason behind why people do what they do, and we see this passion come alive during the discovery phase. We see this excitement from our clients during our early conversations that shape the concepts and content that will be created throughout their campaign. Our clients’ passion sparks our inspiration.

Knowledge fuels creativity

When we speak with clients, we want to know what makes them tick. What colors motivate them? What words would they use to describe their employees? Our creativity is fueled by each nuance of their business.

There’s strength in diverse perspectives

A client’s perspective and knowledge of their company runs deep. When paired with our marketing expertise and unique insights — we can shine a new light on workable solutions to each marketing challenge.

What is the bottom line? When you take the time to understand the passion that drives individuals and businesses, your purpose, and direction becomes that much clearer.

Published by KingFish + Partners in Agency, Marketing

Tags: agency, Marketing, work culture