🧢 Coach T's Recap
The Situation: Your agency needs clear positioning frameworks to effectively sell brand tracking (Tracksuit) to potential clients and demonstrate its value over traditional brand tracking solutions.
The Insight: Successful positioning starts with identifying client pain points (lack of brand visibility, need for stakeholder communication, budget justification) and then introducing Tracksuit's always-on, collaborative approach.
The Action: Use the 5-pillar positioning framework to build compelling client conversations that lead to adoption.
The Outcome: Clients perceive Tracksuit as an essential tool to measure, understand and communicate brand health, leading to stronger client relationships, proof of marketing impact and mutual growth opportunities.
Use this guide to have confident conversations with potential clients about the value of brand tracking with Tracksuit. Before we get started, a quick reminder of our Ideal Customer Profile a.k.a customers that align strongly with Tracksuit.
Best Fit Criteria:
B2C brands
Above 20% category penetration
Available in: Australia, New Zealand, USA, UK, Canada, France, Germany
Key Takeaways for Positioning
Lead with the problem: Start with the pain points around lack of brand visibility
Emphasize democratization: Highlight how shared access transforms team capabilities
Focus on continuous value: Always-on provides ongoing insights vs. point-in-time snapshots
Demonstrate ROI potential: Show how tracking enables better decision-making and budget justification
Position as strategic partner: Frame Tracksuit as essential infrastructure for brand growth, not just a reporting tool
Pillar 1: Why Do I Need Tracking?
The Core Problem
Many brands lack visibility into top-of-funnel metrics like awareness, leading to short-term thinking and over-investment in performance marketing. Without brand measurement, what gets managed gets overlooked.
6 Key Triggers to Look For:
When speaking with clients, listen for these signals that indicate they need brand tracking:
Lack of visibility into top-of-funnel metrics - They're focusing only on performance marketing without understanding awareness impact
Investing in brand activity - They need a way to measure the impact of brand campaigns and initiatives
Competitive intelligence needs - They want to understand how they're perceived relative to competitors
Growth opportunities - They're looking for data-driven insights to grow their brand and business
Stakeholder communication - They need concrete data to communicate brand value and influence decision makers
Budget validation - They want to validate and justify future brand investment and budgets
Positioning Framework
"What gets measured, gets managed" - Use this principle to help clients understand that without brand tracking, they're operating blind in a crucial area of their business.
Pillar 2: How is Tracksuit Different from Other Providers?
Present this comparison to highlight Tracksuit's advantages:
The “Old World” of Brand Tracking
At a point in time: Once or twice yearly research that doesn’t reflect real market conditions
Death by numbers: Convoluted 100-page reports that are outdated upon delivery
Expensive: Prohibitively costly and out of reach for smaller brands
Designed for one end user: Static reports with limited sharing capabilities
The Tracksuit Advantage
Always-on: Automated data collection delivering continuous insights
Dashboard first: A beautiful, simple dashboard replacing stale PDF reports
Affordable: Making enterprise tracking accessible to smaller brands
Designed for collaboration: One subscription, unlimited users promoting data democratisation
Pillar 3: What are the Benefits of Always-On and Shared Access?
Always-On Benefits
Monitor Brand Health: Help clients understand they can continuously monitor and ensure they're staying on course, rather than discovering problems months later
Real-Time Response: Position this as the difference between responding to changes in real-time versus 6-12 months later when it may be too late to course-correct
Better Integration: Always-on data is more compatible with Media Mix Modeling (MMM) and econometric modeling, providing better insights for media planning
Shared Access Benefits
Use these three key value propositions:
Work Smarter: Elevate the knowledge of all stakeholders, enabling them to make better recommendations and decisions
Less Work for You: Provide other teams in your business with self-service tools to discover insights without increasing workload
More Impact: Broaden subscription impact by enabling diverse users to leverage data for specialised applications (media planning, MMM, product development, etc.)
Pillar 4: What Can I Use Tracksuit For?
Present these use cases below to help clients understand the practical application of Tracksuit:
Pillar 5: How Does It Work?
Emphasize these credibility factors:
Global reach: Partnership with Dynata, the world's largest panel provider (62 million humans in 45 countries)
Sample size: 2,400 qualified respondents annually (ANZ & UK), 4,080 (US & Canada)
Statistical rigour: 95% confidence level with <3.9% margin of error
Representative data: Weighted to be nationally representative by age, gender, region
Expert team: Skilled researchers, data experts, and product engineers