Digital Kungfu is focusing on helping technology companies tell their stories and grow market share in a fast, cost-effective way.
You can’t be everything to everyone. If you try, you ultimately become invisible. This is why Digital Kungfu focuses exclusively on the technology sector, helping technology clients share their stories with their customers in a fast, effective and affordable way.
“Digital Kungfu isn’t an agency,” says Matt Brown, founder and CEO of Digital Kungfu. “Working with technology businesses requires us to be fast and agile. Tech businesses need to work with partners who understand what they do and are able to distil complex solutions into compelling stories that resonate with customers. More importantly, they need to be able to get that message into the market quickly, and then optimise campaigns in real-time.”
The opposite of an agency
Delivering a purpose-built proposition designed specifically for the technology sector means that, in many respects, Digital Kungfu is the opposite of an agency. “We don’t take briefs from our clients and we don’t sell time; we only sell activities or creative outputs. We’ve learnt that technology businesses don’t want to baby sit an agency and they want to get into market in days not months. Our agile marketing process helps them do that and speaks their language.”
Digital Kungfu works with some of the biggest brand names in technology, including Microsoft, Axiz, ForwardLane (New York), Liquid Telecom, Huawei, Eset, Mustek, and the Microsoft Partner Network and its network of resellers.
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Hardwired to respond to stories
“Resellers of software products and independent software vendors have a big challenge on their plates: Namely how to shorten the time it takes for their target customers to understand the value of the products and services they are selling and why the customer should buy from them and not one of their competitors.”
According to Brown, this is where positioning comes into play. Positioning is about framing your scarcity and dictating your value. But positioning alone isn’t enough anymore. Today, it’s about taking a new positioning, product and message to market quickly, effectively and affordably.
“It’s about getting your story in front of the right people, on relevant channels, and in a persistent fashion. Using storytelling techniques effectively shortens the time it takes for your target customer to understand the value of what you do as a business and why they need to buy from you and not your competition.
“That’s where we come in. We understand the importance of telling a story, instead of more traditional marketing and advertising campaigns that focus on features and benefits, particularly in the technology space,” says Brown.
“Take the Cloud services space for example. There are thousands of software resellers offering similar or even the same products to small and mid-sized businesses. When your market is flooded with competing messages, breaking through the clutter of competitor noise is not a nice to have, it’s a requirement.
“As people, we are hardwired for stories from a very young age. As we move into professional and B2B markets, we are constantly on the lookout for stories that reflect our own unique challenges and perspectives. When we find them, we can’t help but see ourselves in those stories, which is why we resonate more with some brands than others. People do business with people. They make decisions based on trust. That’s the power of storytelling.”
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