Our services

The marketing and communication aspects of strategy questions are Pyramid's areas of expertise. We help companies become more competitive by supporting accurate segmentation, differentiation, positioning and branding.

Segmentation asks who are your customers? By accurately identifying the market segments that you and your products are best suited to serve, you can adapt resources and activities to best fulfill these segments' needs.

Differentiation asks what makes you the customers' best choice? What aspects of your offering clearly set you ahead of the competition? Today it is often not just the physical product, but rather what is 'behind' it – complete solutions, support and guarantees, competence transfer, logistics and financing. Knowing what this is helps us to set and remember operational priorities.

Positioning asks what makes you best in the customers' eyes? Positioning defines the foundation for the company's communicaton strategy, and successful positioning builds on clearly communicated benefits that reinforce customer preferences and give you top-of-mind status. It must also be supported by and reflected in your product development, customer service, pricing, etc.

Branding asks what does the customer expect of the company or product? From the company's perspective, branding is the integration of all the promises you make to the market and, more specifically, the way you live up to them.

Creating competitive advantage through better, more effective communication is Pyramid's core business.

To succeed in a competitive business environment, companies must regard marketing communication as one of their most important strategic tools. Operating in a global market, it is important that communication in each regional or national market supports the same image and perceived values. It must build on the company's business strategy and core values, communicating a clear and believable promise. With one face to the market, and a coordinated promise, the company's communication will create a momentum that secures the highly desirable top-of-mind position. This is essential when a prospective customer reaches the critical point of actually wanting a solution that answers his or her needs.

Communication must stimulate the recipient's emotions just as strongly as it motivates his intellect. Impressions and personality affect the outcome even if you sell oil rigs, airfreight or analytical tools. There are at least three fundamental aspects to consider when developing a communications platform, and all are equally important:

• Cognitive – "I know" – that preferences are based on facts about and understanding of the what is offered and who is offering it.
• Motivational – "I want" – that preferences also build on personal needs and priorities. 
• Emotional – "I feel" – that preferences are framed by personal feelings and ethical attitudes.

A successful communication platform considers and incorporates all of these aspects. To some extent, the product and target customer determine which one weighs heaviest in the buying process, but it is important to note that the emotional aspect often has a far greater weight than one might first assume. Quite simply, people prefer to do business with the companies and people they like best.

Pyramid pioneered digital b2b communication. We began in 1993 with interactive CD presentations for Ericsson Mobile Communications. Shortly thereafter, we created SAS Cargo's original website.

Today, digital b2b communication is a given. But it is important to integrate it fully, communicating the same values, reinforcing the same image and, above all, contributing as a profit-generating part of the communication mix.

Initial interest provoked by advertising or direct mail often leads the customer to an expanded contact through the company web site, which can incorporate Intranets and Extranets as well as a public Internet. The successful structuring of this 24/7 communications tool not only reinforces preferences – it can even generate sales in its own right.

But digital media is not just web sites or presentations. We create technical solutions that quicky and effectively fulfill customer requests and handle claims. We create e-business tools as a complement to traditional sales channels, and we develop database publishing tools that enable customers to quickly and easily create attractive focused sales materials.

The right choice of technology is essential to secure operation, maintenance and updating of information. Pyramid works with several of the market's standard platforms, and our digital staff is certified in Sitecore and Lemoon – two of the most popular content management tools. In addition, our own CMT serves a number of clients – including ten different websites for SAS Cargo. Our developers work primarily with Microsoft technologies such as .NET, but we are ready and able to work with other technologies and suppliers. In short, the choice of technology is always based on your conditions, needs and technical infrastructure.

In the battle for attention and recognition, every marketing tool is permissible. One of the best, but least utilized, is PR – where you create an active dialogue with decision influencers in the marketplace to help establish the brand, the company or its representatives as a source of attractive expertise. Used right, it not only creates a stamp of credibility, but also generates an information 'pull' from the marketplace that underwrites creation of essentially free publicity.

Pyramid works with the entire PR process, from communication strategy to creation and follow-up.