Research & Discovery

Altitude Marketing helps you take a step back and challenge your own assumptions about your business. When you’re so close to something like your business—living and breathing it day after day—it helps to have candid counsel from objective outside experts.

By taking the view from 30,000 feet, Altitude helps you identify gaps in perception, attitudes and beliefs that will otherwise go unaddressed—gaps that can cost you money, time and employees, prohibit you from reaching your goals or even sink your business entirely.

William Bachenberg, CEO, DBSi “When it came time to reposition our company, we turned to Altitude. Their big picture thinking, candid counsel and attention to detail was critical. It’s not easy, but they exceeded my expectations.”

This is what we mean by “pre-start.”

First we undertake a thorough, expert assessment of the overall effectiveness of your existing collateral. We analyze design, copywriting, brand messaging and production budget. Then we schedule interviews with you and key internal stakeholders to shine a light on internal perception about the company and product benefits, features, challenges and opportunities.

Next, interviews with current/prospective customers and partners test assumptions and identify gaps in perception between customer and the company and gleans additional insight, comments and quotes to help bolster your case.

Finally, we review media outlets, special events and competitors in your target market, putting together strategies for distinguishing your company and taking advantage of new and existing opportunities.

What is a Gap Analysis—and why should you care?

An effective marketing strategy should be developed in large part to identify, address and close the four most common and most detrimental communication gaps.

Company and Customer Gap
This is the most common communication gap. Employees at all levels of responsibility frequently develop dangerous internal blinders, making business decisions based on their own preferences and perspectives rather than those of their customers.

Company Leadership Gap
The CEO, CFO, CTO and COO don’t always agree on brand messaging and priorities. What’s worse, they often don’t even know they don’t agree. This common disconnect can be disastrous for a company.

Company Leadership and Employee Gap
The rank and file often say, do and position the business offerings differently than company leadership. This is particularly true when executive communication does not trickle down as consistently as it should.

Company and Competition Gap
Companies often position their product or how they do business as special while the competition is saying the exact same thing about themselves, creating an aura of commonality and confusion for potential customers.