Whether your solution is a professional service to enhance the insurance industry or an application or technology in search of effective implementation, Solomark offers a unique perspective and a long history of success.
Solomark Associates has over 30 years of experience working for hardware and software vendors…along the way having gained the experience of working on all sides of the technology equation. With the past 14 years focused in the insurance industry, Solomark’s multi-perspective enables an unbiased and thorough analysis of your insurance industry marketing challenges - from strategy to positioning, strengths, weaknesses, and opportunities.
Just as users’ needs vary, so too do consultants’ and software vendors’ needs -- depending on industry presence, market maturity and product life cycle. For this reason, Solomark offers a variety of consulting services, each designed to address a specific marketing challenge. Whether you are a seasoned and well-established consultant or software provider in the insurance industry or just entering the marketplace, Solomark offers a service that can drastically increase your opportunities for unequalled success.
Using the Solomark Consulting Services portfolio as a basis, a custom consulting services program may be designed to meet specific and unique marketing requirements.
Solomark Marketing Consulting Services include:
- Entrepreneurial Business and Market Planning
- New Market Development
- New Service or Solution Introduction
- Market Awareness
Entrepreneurial Business and Market Planning
The Entrepreneurial Business and Market Planning Service is designed to help the new software vendor develop and implement a strategic plan to deliver breakthrough results in the insurance market. Typically, the new firm is limited in resources - both human and financial - making it all the more imperative to be able to separate the vital few tasks from the trivial many.
The new business starts with a great idea to fill a major void in an industry, but where does the new firm go from there? It probably is a great idea, but building a market and establishing a position take more than a great idea. Oftentimes, a new firm’s strategy is “if we build it they will come” or “word of mouth will be a successful long term strategy” only to be disappointed with the results of the effort
Solomark starts by reviewing your current vision, strategy, and market positioning. Depending upon the results of the current state review, the recommended plan and associated activities to move forward on a successful strategy will vary and may include some of the following:
- Breakthrough Thinking Session
- In depth SWOT analysis
- Comprehensive Market Analysis
- Competitive Analysis
- Marketing Communications Plan
- Public Relations and Market Awareness Plan
New Market Development
The New Market Development Service is designed for the established consultant or software vendor who is looking to enter the insurance market segment or introduce new products or services. The Solomark service begins with gaining a common understanding of your segment strategy and goals. In a collaborative effort, Solomark and your organization will assess your state of readiness to tackle the market challenges. The resulting plan will be dependent upon readiness in product, marketing, sales, operations and distribution. The overall objective is to enable your organization to introduce a complete product, resulting in a superior return on investment and successful market acceptance.
New Service or Solution Introduction
One of the most difficult challenges of any consultant or vendor is gaining acceptance of a new service or technology in a mature marketplace. Oftentimes, it requires changing the mindset of an industry and asking the service or technology buyer to look at their world from a different perspective.
Through extensive consultant, vendor and new technology marketing experience, Solomark can offer you the benefit of years of real-world experience in successfully introducing new services and technology based solutions. Solomark understands the acceptance cycle, buyer characteristics and product maturity required to enter and successfully establish leadership in an industry or market segment with new services and solutions.
The value proposition changes with a new service or technology in that the solution often adds an
incremental cost to the client’s budget. In many vertical industries, where the client has traditionally justified professional services and technology on a basis of cost-reduction, it’s sometimes difficult to gain acceptance of a proposition of value-add to the business at an additional cost.
New technology or service introduction is a simple and logical process when the adoption cycle is clearly understood. Solomark Associates not only assists you in market adoption efforts, but delivers a residual benefit in a skills and knowledge transfer to your staff…making this a learning experience with ongoing benefits.
The Market Awareness Service is targeted for the solution vendor who has not previously marketed within the insurance industry. Solomark Associates can act as your “Virtual Industry Marketing” resource - developing and managing a plan to help establish your presence in a new industry.
Starting with a situational analysis, designed with your specific objectives in mind, the desired market is fully analyzed to provide size, current trends, IT investment, technology adoption and more. Armed with the market intelligence, the appropriate product and marketing promotion plans can be developed and put into action.
Solomark can then assume the role as your coach to assist in establishing and developing the critical insurance industry linkages:
- Organizations and Associations
- Standards Committees
- Industry Analysts
- Trade Publications & Events
- Industry Application Vendors
- Distribution Channels
- Foundation for ongoing Public Relations