This presentation gives you the steps for developing the key marketing messages you will use for your entire companies marketing materials, or for an entire campaign's marketing materials. Steps include: defining your target customer, understand their options, researching competition, developing your competitive positioning, and writing a messaging framework.
If you would like more information about Kat and Mouse Co. and our internet marketing services, please contact us at www.katandmouse.com, or call us at 408-647-2327.
Developing your Core Marketing Messaging - A One-Page Framework, by Maggie Barr
Developing Your Core Campaign Messaging Kat & Mouse Co. Internet Marketing Services 10-4-1210/4/2012 1
Agenda Introduction Segmenting And Targeting Your Audience Developing Overall Competitive Positioning Developing Overall Messaging Framework Defining Your Campaign-Specific Target Audience, Positioning, & Messaging Sales Funnel – Which Calls-to-Action To Choose10/4/2012 2
Introduction What is Messaging, and Why Do I Need It? Every time you say anything to any customers – you’re purveying a message about your offering Messaging Language lets the person receiving the message know something about how your offering will help them, why they should choose you over other similar offerings elsewhere, and/or why the offering is worth spending money on. You don’t want to have each statement you say to a particular customer to be different depending on where the statement is made, who wrote the copy, or how much space they have the write it. Instead…. messaging should be consistent every time you talk about a particular product or service.10/4/2012 3
Segmenting And Targeting Your Audience Depending on the types of people you are wanting to get a response on, you should say different things about your company. Segment your potential audience by need, not by demographic. For example: Male segment v. female segment Age of prospect Level of Technology Savvy Amount of money they expect to spend Once you’re done segmenting, pick a target group that will consist of the people most likely to buy your product or service Then, everything you say should be framed in a way that will attract that segment No need to spell out the description of the segment in your text OK if other people not in that target group are also attracted to what you’re saying Often on product or service will have more than one target segment10/4/2012 4
Developing Overall Competitive Positioning Once you know the group you want to attract, consider all other offerings on the market they will look at when decided what they buy Are there other companies that make the same thing? Are there other distributors that sell similar items at a lower price? Is the same offering available at a location closer to the customer? Can the customer get something similar on Sale elsewhere? Once you know what the likely alternatives are, create a comparison chart showing the how the choice vary on key decision-making criteria.
Developing Overall Competitive Positioning Natural Fabrics Only: Your Dress Shop High S, M, L, XL Cotton, Wool, Silk Dress Shop Across Town Higher Same + Plus Sizes Mostly Rayon & Cotton Department Store Same + Juniors, Petites, Natural, Rayon, Lower, + Frequent Sales Dresses Plus Sizes Polyester Some Dresses Not In Bargain Store Dresses Always Lower Fewer Silk & Wool Every Size Lower, but Pay for Dresses Online All Sizes Can’t Feel Fabric Shipping Each Vendor Specializes Dresses at Summer Fairs Lower S, M, L, few XL in 1 or 2 Fabrics
Developing Overall Competitive Positioning Then Create a Two-Axis Chart and Place your Company on That Chart Where You Are Now And Where You Want to Be, if It’s a Different Place Then Place Your Competitors Where They Belong Our Company (E.g., REI) Price Dept. Stores Bargain (E.g., Macys) Stores (Ross) Durability
Develop Messaging Framework Our Saratoga Dress Shop Offers Exclusive, European, Boutique Brands for the Well Dressed Woman Dress Well: Be Fashionable: Have A Relaxing, Fun Best Place for Luxury Best Place to Find the Shopping Experience. Fabrics Like Cashmere, Lasted Refined European Get Great Service! Wool, Silks, Travel-Easy Styles and Trends Rayon Spend the Find a Full Sit Down, Afternoon Our We Large Frequent Our Staff Largest Line of Drink a with Friends Clothing Guarantee All Selection of Trunk Shows Members will Selection of Brands Glass of Listening to is All Our Clothing Hats, Gloves, Featuring the Help You Pick Silk Blouses Like Wine or Quiet Music Made in Against Poor and Scarves Latest Out and in the Bay Harrodss Team, and Enjoy Europe By Workman- for Every Seasonal Coordinate Area and and Take Large Hand ship Occasion Trends Outfits Burberry Your Time Dressing Rooms Come with Your Friends And Find That Perfect Dress While Having A Fabulous Time
Defining Your Campaign-Specific TargetAudience, Positioning, & Messaging Have A Different Campaign Each Quarter Focused On a Different Season: Spring, Summer, Winter, Fall Have Special Pricing Discounts on Holidays Promote an Event: Encourages Visits Based on ‘Limited Time Offer’ (LTO) Trunk Shows by Vendors Fashion Shows in Partnership with Other Dress Shops, Restaurants, Charities, or Clubs Have Special Campaigns based On Extra Services Like: Free Alterations In-Home Delivery
Sales Funnel – Which Calls-to-Action To Choose Based on Where Your Customers Are In the Buying Cycle, Select From Different Calls-to-Action: Call for an Appointment Come to the store on a Certain Day Join Our Mailing List for Special Sales During the Year For each campaign/call-to-action selection, be consistent across all media where that message is delivered: Email Website Social Media Web Ads
Conclusion Any message you deliver is more likely to get a response if it has a single value proposition targeted at a person looking for specific decision criteria Don’t have different messaging in different places if you’re using more than one type of media Always include clear calls-to-action that are suited for the place the customers are in their buying cycle Be aware of what your competitors are saying that might be more attractive 10/4/2012 11