STOP DILUTING YOUR CONTENT’S POWER!
•Download as PPTX, PDF•
0 likes•108 views
• “Aligning your messages” - key messages, how to answer certain questions. Pulling in the same direction, whether sales, marketing, etc. • Easier with small company. But all in all, must go through a similar process on a different scale. • Always requires managerial commitment from the top.
Recommended
Recommended
More Related Content
What's hot
What's hot (10)
Similar to STOP DILUTING YOUR CONTENT’S POWER!
Similar to STOP DILUTING YOUR CONTENT’S POWER! (20)
More from PluggedIn BD
More from PluggedIn BD (19)
Recently uploaded
Recently uploaded (20)
STOP DILUTING YOUR CONTENT’S POWER!
- 1. 1 STOP DILUTING YOUR CONTENT’S POWER! October 2017, Content Israel Conference Rebecca Steinberg Herson, VP Marketing Rebecca@anodot.com Multiply the Power of Your Content by Aligning Messages
- 3. 3 LARGE COMPANY - ADAMA Example 1
- 4. 4 ABOUT ADAMA • Founded in 1945 • More than 4,500 employees • More than 50 subsidiaries around the globe • #1 World leading manufacturer of off-patent crop protection products • 7th Largest agrochemical company in the world • More than $3 billion annual sales
- 5. 5 2012: >50 SUBSIDIARIES DIFFERENT LOGOS, DIFFERENT MESSAGES
- 6. 6 FARMOZ – AUSTRALIA PRODUCTS Footer here
- 7. 7 MANA – USA PRODUCTS
- 8. 8 MAKHTESHIM AGAN ADAMA – MULTI-YEAR PROCESS • STEP 1: WHO ARE WE? COMPANY VALUES o Top Down - Executives & brand council o Bottom Up - involving > 400 employees, more than 10% all global employees • STEP 2: BRAND VISION - How will the brand help us deliver our purpose of - creating simplicity? o 50 names & logos 1 company name & logo o 40 individual web sites 1 web platform • STEP 3: PROCESS & GOVERNANCE o 4 month internal launch – videos, events workshops o 7 month rolling external launch – web site, events
- 9. 9 SMALL STARTUP - ANODOT Example 2
- 10. 10 ABOUT ANODOT FOUNDED IN 2014 45 EMPLOYEES 2+ OFFICES – ISRAEL HQ & USA SALES, SOON OTHER INT’L OFFICES SELECTED CUSTOMERS
- 11. 11 EARLY MESSAGING CONFUSION Anomaly detection that disrupts the static nature of BI. Uri - VP Sales David - CEO & Co-Founder Me - VP Marketing Business Incident Detection and Prediction. Real Time BI & Anomaly Detection.
- 12. 12 PREP FOR FACE TO FACE SESSION: SURVEY Each person completed the survey on their own Less dominant people get equal weight (at least at this stage) Each person can express him/herself without being influenced by others Come to our F2F meeting with thoughts formulated
- 13. 13 MANAGEMENT SURVEY Created our own survey based on www.madeostudio.com/branding (in turn based on Google’s 3-hour brand sprint)
- 14. 14 GARTNER GO TO MARKET TEMPLATE • FOR [who are the organizations that are buying] • WHO NEED [the business issue or opportunity that drives the customer to spend money] • AND WANT [Emotional / experiential factors, if not satisfied, could result in doing nothing] • THE [Anodot] • IS [Product category] • THAT [how Anodot satisfies the need and maybe the want in a compelling way] • UNLIKE [The most common alternative customers use to try to address the issue today] • OUR PRODUCT [What makes us better than the competitive alternative]
- 15. 15 FACE TO FACE DISCUSSION WITH EXTERNAL MODERATOR The good news: top values were already in sync: oInnovation oCustomer at the center oTeamwork & integrity Why exactly are we doing this? Chief Data Scientist & Co-Founder We also agreed on the HOW: Machine Learning / Artificial Intelligence
- 16. 16 THE BAD NEWS
- 17. 17 PROCESS CONTINUED Interim Summaries Competitive Review Sanity Check with Analysts Dist. rough version & further discussion via phone Finalize deliverables Sanity Check with friendly customers Survey F2F discussion
- 18. 18 SHORT TERM DELIVERABLES • What do we do? How do we do it? Why do we do it? • Completed Gartner GTM Template • Short-Medium-Long Company Descriptions • Internal launch presentation
- 19. 19 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 20. 20 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 21. 21 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 22. 22 ABOUT ANODOT Anodot illuminates business blind spots with AI analytics, so you will never miss another business incident.
- 24. 24 FACEBOOK’S “LITTLE RED BOOK” (2012) 24
- 26. 26 LESSONS LEARNED & TAKEAWAYS • Don’t be afraid to start your messaging project, but have a clear timeline to finish • Set aside enough time - it’s important! • Get buy-in from top management • Choose the tools that suit your type of company (size, openness to change, time frame, etc.) • Institutionalize the changes with presentations, booklets, workshops, whatever it takes • Build in changeover time – everyone takes time to learn & absorb • Be prepared to reevaluate as your messages change
- 27. 27 TAKE THE FIRST STEP
- 28. 28 THANK YOU Rebecca Steinberg Herson, VP Marketing Rebecca@anodot.com
Editor's Notes
- These rowers know where they are going, and know that they have to row in sync in order to win the race. But they can’t do it on their own – that small person sitting at the back of the boat has an extremely important role, even though she doesn’t use an oar – she is responsible for coordinating the power and rhythm of the rowers. You don’t see any of these guys saying “but I think we should row this way – it sounds better! Have you ever felt like the rowers in your company boat were a little all over the place? I certainly have. That’s when you know it’s time to get everyone aligned. Today I will talk about 2 examples of companies that aligned messages that I was personally involved in, one extremely large multinational co, where I was an external consultant, and one startup – where I work now, and how we accomplished aligning our messages.
- If you looked at the web site for MANA (North American subsidiary) it would look completely different than MAUK (UK Subsidiary)
- Brand recognition (“spontaneous awareness” globally was very low;
- Determined their values – Creating Simplicity, Getting it Done, Passion, Empowering People. From this they extracted their purpose, their visionary goals, …worked with several leading branding & communicatons firms in Europe - Wolff Olins, Moving Brands, Building Blocks, Won Agrow industry award for best marketing campaign for global brand launch
- Where do you see the company in 5 years, 10 years? What are the key values for the company? Who is our key buyer? Who are our key competitors? How does Anodot differentiate itself from competitors
- Finalization – we voted via google survey
- Internal meetings with the whole company (one for Israel & one for USA) Presentation shared with everyone on company drive Included short-medium-long descriptions Shared on “workplace” (our slack) Slowly changing everything over.. Formal short-medium-long descriptions Key messages for the company
- Even if it’s years away – make a plan! Tools – for startups- hack it together, there are plenth of tools and experiences on line; bigger companies -