When we met SPEAKUS in 2017, the company was in the process of pivoting from a peer-to-peer translation as a service product - initial startup experiment that was not fully backed by the market. The big break came with the roll-out of the remote interpretation platform for multilingual conferences.
The Back Story
SPEAKUS turned to Smartiee with a request for digital promotion through search and social media advertisement. The company had a track record of servicing several significant events in Russia. Remote interpreting solution was well accepted by the local event market. Event organizers could quickly and easily arrange simultaneous interpreting replacing traditional bulky interpreting equipment with a digital cloud-based solution.
The company experienced the limits of its word-of-mouth promotion and was striving to tap into the new marketing channels to attract new customers. SPEAKUS considered pay-per-click advertising and SEO as key. Smartiee proposed a holistic approach and acted as a centralized project office outsourcing all marketing promotion activities for the customer.
Having a short timeframe to showcase the product to both investors and potential customers, SPEAKUS demanded a quick facelift of their visual identity. The first tasks included:
We surveyed current and potential customers of the company, to evaluate the demand for simultaneous interpretation of their events, important criteria for requesting interpretation services, the overall level of satisfaction with current service providers.
We have determined customer satisfaction with remote interpretation services and defined key focus points for further brand positioning.
Corporate presentation (content and design)
brand Story with focus on current business directions
brand Guideline (colors, fonts, custom illustrations, icons)
We rolled out a bilingual landing page retaining the recognizable corporate style. New website focuses on the target audience - event managers and interpreters, value proposition - replacement of traditional and expensive rental of booths and headsets, advantages like paying for the actual number of hours used and never running out of spare headsets.
01 Brand Facelifting
02 Brand Strategy
Font: Museo, Museo Super Family, Derif
SaaS marketing: brand strategy, story & promotion
Document needed to demonstrate the emphasis on events and conference interpreting, platform's features and capabilities, and the advantages for clients. We have completed a revamped bilingual presentation with new graphics that told a better story on how the platform works and its use-cases in less than a week.
Initially, SPEAKUS was appraising itself against only a handful of global competitors.
According to the results of the global Interpreting Delivery Platforms analysis, we identified 32 direct and indirect competitors, including translation companies and equipment suppliers providing remote simultaneous interpreting services and specialized mobile platforms.
Smartiee mapped the competitors based on their geographical presence and evaluated the pricing, partner programs, and marketing channels.
Customer Satisfaction Survey
We conducted a study of current and potential clients of the platform to determine the image of the target audience. Our scope includes vital roles within the MICE industry and Language Service Providers.
We defined the criteria of a potential client: gender, marital status, language skills, income level, education, life goals and desires, fundamental problems, followed media outlets and more. As a result - several unique customer categories were identified. We provided recommendations to resolve the issues and meet the needs of the target client groups.
Market Research & Competitor Analysis
Our full-scale support for SPEAKUS began with comprehensive research of the market, competitors and customer persona. The analysis became a foundation for determining the company's strategy and tailoring the go-to-market approach.