Do You Have a Value Proposition?

A few days ago, I sent a few digital media PR white papers to some friends. One good friend and a few others who want to assist in developing new business for Maples DMG asked a provocative question: “What is your value proposition?”

It stopped me in my path. 

At Maples DMG, we’ve been so busy executing digital media PR programs for our clients that I haven’t taken the time to clearly and concisely develop our own value proposition. Like “Pig-Pen” in the Charlie Brown cartoon strip, we’ve been moving too busily to let the dust settle.

Now I have stopped to ponder, what benefits does a client receive from Maples DMG? What core competencies do we offer? 

The purpose of the value proposition is to identify and satisfy unmet needs that my target audiences possess. A little research revealed a list of what CMO’s want most from their public relations firms. What do they want that MCI DMG can provide them better than any other PR firm? What is important to their company?

I started developing the value proposition with a focus on the companies we would like to work with and determine what they have in common.

Once I determined the common denominator of needs, I began to develop a clear and concise statement that addresses those needs with client benefits and MCI DMG’s core competencies to deliver those benefits.   

As I developed the MCI DMG value proposition, it became clear that it was going to equip me with several benefits for my business:

• It will differentiate MCI DMG from competitors.
• Clients and potential clients will understand the unmet needs we address and why MCI DMG is the right communications partner for their company.
• The quantity and quality of prospective leads for new business will increase.
• Finally, it will help us define the communications services MCI DMG offers and how these can be a solution for our clients and potential clients.

Now that I have walked you through the process, I’d like to share with you the Maples DMG value proposition:

Maples Digital Media Group (DMG), a winner of seven PRSA Silver Anvil awards, is a full-service traditional and digital media public relations/marketing communications firm that leverages the power of the Internet to build strong relationships for its clients and lead customers through the buying process of awareness, consideration, preference and purchase. Maples DMG has an experienced staff with a deep knowledge of digital media that includes new media evangelists, digital media communications strategists, and digital creative directors. These talented professionals combine Web 2.0 and social media tools with compelling content to engage targeted virtual communities and increase sales more cost-effectively than traditional marketing and advertising, or traditional PR alone.

The MCI DMG value proposition is a little long, but it clearly describes what benefits a client receives and the core competences required to deliver the tangible results. I welcome your feedback.    

Tags: branding, digital media PR, Maples DMG, marketing, value proposition