IMPAQT

IMPAQT and PAN have partnered since 2002 to build brand awareness in the developing Search Engine Marketing (SEM) space. With the explosive growth of the Internet and e-commerce, companies realize the importance of working with an SEM partner to make sure they are meeting their online marketing goals. Many new players have entered this space—the rules have changed and confusion exists as to how to best define what’s important in an online marketing strategy and how to realize the most impactful ROI.

The Challenge

Market growth often means that companies have to change their messaging and offerings. Change brings questions to the forefront. How does my company’s offering fit into the market? What are my competitors doing? Are we aware of all emerging competitors? What are the analysts saying about my company, competing companies, and the market? How do we position our company and our new approach in the most advantageous way, connecting the past with the present and future?

IMPAQT’s constant leadership position as a search solution provider is the result of visionary leadership and cutting edge technology. The company needed to make sure they were not only reading the market correctly, but presenting messages in the most complete and succinct way.

The Approach

IMPAQT took advantage of PAN’s FOCUS corporate positioning program as a way to confirm its vision, take an all-encompassing look at the competition, and solidify messaging throughout the organization. The month-long program began with an independent audit of the market, including competitors, media, analysts, and key stakeholders. PAN analyzed and presented those findings as key discussion points during the day-long messaging development session the team facilitated.

By working through PAN’s positioning methodology, IMPAQT gained consensus to best communicate the company’s key differentiators to the media, analysts, and prospective customers. IMPAQT rallied around a new corporate positioning statement, encompassing both technology development and the company’s consulting arm in the future direction of the company.

The Result

Following the workshop, leading industry analysts validated IMPAQT’s vision and messaging platform with the new corporate vision roll-out surrounding AD:TECH, a major marketing trade event.

In addition, the company’s new messaging not only resonated with leading media and analysts, but resulted in three analyst meetings and six press interviews, as well as four pieces of coverage following the show.