Overview
This blog post serves as an explanation of the brand messaging and positioning drafted by SmartAcre for both the retail and heavy equipment divisions of Liquidity Services. This presentation is meant to serve as a starting point when drafting messaging and should be used as a guide.
Background
The messaging and positioning was developed by SmartAcre after multiple conversations with members of Liquidity Services marketing and sales team. We conducted discovery interviews which allowed us to dive into goals, the target audience, wants and needs of customers, differentiators of Liquidity Services from competitors, and learn who, what, and how Liquidity Services wants to be positioned in the market. Our discovery interviews combined with our competitive research and understanding of the audience looking to liquidate gave us the information we needed to produce clear and aligned messaging and personas.
The Purpose
The purpose of the messaging is to serve as a north star for marketing, sales, and anyone who influences and/or crafts messaging for Liquidity Services. The core themes ensure that any and all messages are aligned, concise, and clear. We want to make sure that everyone is working from a consistent message so that Liquidity Services can be persistent in its branding and tone across all services.
Retail
Heavy Equipment
These core themes and messaging are to be used in all marketing and sales content, no matter where it is used. This includes emails, social media posts and ads, presentations and sales decks, websites, landing pages, one-sheeters and more.
It is important to note that this is an evolving document. It will continue to be improved and refined using campaign data and insights so we can make sure we are reaching Liquidity Services’ customers and potential customers with the right content and messaging.
For more information, watch this short video.
Contact Information
If you have any questions about this document and its intended use and purpose, please contact SmartAcre at liquidityservices@getsmartacre.com.
SmartAcre, Inc. is a Marketing Technology Agency. Our demand generation teams leverage technology to create solutions that align B2B marketing, sales, and service to drive results throughout the entire customer journey.
Founded in 2008, with a mission to create an agency that truly cares about our people and clients. Our “SmartAcres” are located throughout Pennsylvania and Colorado with SaaS, technology and industrial manufacturing U.S. clients. SmartAcre has been recognized as an Inc. 5000 Fastest Growing Company, and a top-ranked agency by AgencySpotter, Clutch, and HubSpot. For more information and to get the MarTech Experts, visit getsmartacre.com.