Messaging Overview And Framework
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Messaging Overview And Framework

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What's new, and today's big impacts on marketing. A how to approach to develop messaging and positioning. Also enclosed is a messaging framework tool.

What's new, and today's big impacts on marketing. A how to approach to develop messaging and positioning. Also enclosed is a messaging framework tool.

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  • The framework starts with a basic list of questions.These are basic – 101 that we need to consider. Marketers getting much more sophisticated. Political consultants make a living out of doing this.They develop in depth profile and spend a lot of time figuring out how to get into the glide path. For us today we’ll keep things fairly basic. Profiles build over time. How can you get the answers to these questions – call, message test, ask questions, research.Transition: because if you know them
  • Basic Presentation Delivery Skills ( do we need that title? )
  • Rhetoricians love threes so we’ll talk about rhetoric in terms of three areas.How you can set goals how you can analyze audience to be more effective how you can use the right appeals to persuadeLet’s start with goals.

Messaging Overview And Framework Messaging Overview And Framework Presentation Transcript

  • 1Wave Marketing Group © 2013 | All Rights Reserved www.gowavemarketing.com Builds momentum. Messaging, Positioning And Story Development Overview & Framework
  • 2Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Agenda Messaging Approach 4 Step Process2 Messaging Workshop Tools To Help You Create Messaging3 Messaging Framework Capture & Share What It Is4 Messaging Overview Trends That Are Shaping Your Message1
  • 3Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing “Business Marketing has changed more in the last 3 years, than in the past 30 years” ~2012 CMO, Fortune 500 Marketing Trends: 5 Transformative Changes New Buyer Consumerization Social Scientific (Big Data) Content, Insights & Ideas Experiences
  • 4Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Trends: The Big 3 Impacting Your Message Content Is King Less Is More, and Be Agile Social Intelligent Micro Communications: Shorten Time To Market. Be Different, And Evolve Messaging Is Alive: Listen, Ask, Share, Evolve Scientific & Big Data: Target, Measure, Refine
  • 5Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Trend: Shift To Micro Communications 20 minutes is the average adult‟s attention span The average presentation has less slides than three years ago. 25% The average keynote is halfthe length it was five years ago. Business leaders grow impatient with emails over 3paragraphslong. 140 characters A micro blog is -- its catching on. And... many more
  • 6Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Trend: Shift The Focus Of The Conversation Less time to monologue - +More time to dialogue
  • 7Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing That means moving away from presenter knows all… Hero Collaborator Dialogue, Not Monologue
  • 8Wave Marketing Group © 2013 | All Rights Reserved What impact will cause your customers to act? Message Approach Making An Impact
  • 9Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing First, Understanding The Role of Messaging & Positioning Messaging Positioning Branding Long Term & Tone The Brand Promise – What Do You Stand For 2- 5 years Strategy 1 - 2 years The Story Communications 1 day to 1 quarter Tell The Story Events, Activities, Moments Campaigns 1 quarter – 6 months Tell The Story, Repeatedly A Series of Events Or Activities
  • 10Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Second, Telling Stories Why stories? It’s how we’re wired  Stories make us feel  Stories make us think  Stories inform  Stories inspire  Stories are memorable
  • 11Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing What do you want the audience to DO What do you want them to THINK What IMPRESSION do you want to leave of yourself as a speaker? Telling Stories Understanding The Role Of The Story And How To Engage Your Audience
  • 12Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Develop the story - messaging Package the story – structure Deliver the story - communicate  Sales  Leadership & Brand  Social  Visual, Graphical and Interactive  Presentation  Written  Spoken  Social  Training & Sales Enablement Delivery Skills: Presentation Skills, Personal Brand, Writing Skills, Representing Data & Graphical Skills Test and Validate The How: A Messaging Approach 1. Understand Your Position 2. Creating UVP:  Provocative  Segmented  Differentiated  Persuasive 3. Ruthless Revision: • Clear, concise, consistent. • Written and visual. • …Leads to packaging
  • 13Wave Marketing Group © 2013 | All Rights Reserved Part 1: Develop Messaging & Story Development
  • 14Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Develop the story - messaging 1. Understand Your Position 2. Creating UVP:  Provocative  Segmented  Differentiated  Persuasive 3. Ruthless Revision: • Clear, concise, consistent. • Written and visual. • …Leads to packaging Next We Will Go Through The 3 Steps The How: The Approach
  • 15Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing 1. Understanding Your Position Product Position (Example: 4Ps, NPI Quadrants) Product Lifecycle (Example: Cross The Chasm) Competition & Differentiation (Example: Competitive Matrix) GrowDevelop Launch Establish Mature Extend Stars Rapid growth and expansion. Question Marks New ventures. Risky – a few become stars, others divested. Cash Cows Milk to finance question marks and stars. Dogs No investment. Keep if some profit. Considerdivestment ? Bubbles represent gross revenues Low High LowHigh Business Growth Rate Business Strengths TechnologyStrengths
  • 16Wave Marketing Group © 2013 | All Rights Reserved 2. Creating UVP
  • 17Wave Marketing Group © 2013 | All Rights Reserved Be Provocative Offer something new or unexpected
  • 18Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Get your audience to want to act How do I get the audience to make it a priority  Offer Insights!!! Not diagnose their problem, and address big rocks – trends, pains, needs  Be strategic, and aspirational, be the trusted advisor and help with planning (collaborator, not hero) Being Provocative, Being Relevant
  • 19Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Source: Challenger Marketing eBook, CEBGet your audience to want to act How do I get the audience to make it a priority Being Provocative, Seeking Insights
  • 20Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Get your audience to think differently How do I get the audience to react and act  Get the audience to think differently  Offer Insight  Provoke an action - React and act, getting the audience to react and act to your value proposition Create A Big Idea
  • 21Wave Marketing Group © 2013 | All Rights Reserved Resonate with your audience Be Segmented
  • 22Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Know your target segments. Know where your value proposition fits. Defining Your Segments Industry & Market (including global perspectives) Organization (including size, and structure) Personas (including buyers, and influencers) Target Market Segments Role Segments
  • 23Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Target Market Segmentation The purpose of the Target Market Segment is to help companies identify and focus resources on the highest-value market segments and limit go-to-market risk. 1 2 34 5 1 Understand Customer Needs 2 Group Customers by Needs. Create Segments 3 Map Groups/Needs To Value Propositions 4 Identify Most Valuable Segments 5 Develop Unique Go-To-Market Strategies by Segment
  • 24Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Organization Challenges Benefits Glide Path Day-in-the-Life Events Role External Market Drivers Trends Know the buyer, influencers, and participants What will resonate with your audience and the whole? Example Roles  Business Decision Maker  Technical Decision Maker  End User Decision Maker Role Segmentation
  • 25Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing 1 2 3 4 5 6 7 Nancy Duarte, slide:ology What are they like? Why are they here? What keeps them up at night? How can you solve their problem? What do you want them to do? How might they resist? How can you best reach them? Example questions to understand the role
  • 26Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Key Tasks: Works with line of business to identify and implement key technology applications to support their objectives. Needs to align with corporate IT and IT standards and efficiencies. Characteristics Average Demographic 25-35 (typically male) Life & Likes Single, no kids, consumer tech geeks, committed to work, Arts degree, with multiple course in creative software packages. Loves digital photography and other forms of personal expression of art. Works late. Likes being recognized as creative and innovative. Follows trends and like to be a bit ad vanguard. Loves technology and gaming, loves their Apple products. Information Sources Prefers online vs magazines / newspaper. Technology review sites (Techcrunch, Gizmodo, CNET). Looks for technical detail (whitepapers). Keeps active on social media sites (blogs, twitter,…) Work Style Typically PC. Desktop. Lives in project and status based applications/ tracking tools (Visio, PPT). Hosts and manages project meetings. Not on the phone very much. Uses Outlook to document action items. Active on Social media sites (Twitter, Blogs). Use Webex and Video web cams. Buying Behavior Researches online, references customer reviews, blogs, peers. Must be really convinced and knowledgeable to make a purchase (needs a lot of detail information to feel secure about their decision). Involvement in Purchase Process Researchers and recommenders. Prides themselves for their technical diligence, takes the time to find holes. Typical Day Get into work at 9:30. Go to IT news online sites to start the day. Check emails for business issues and escaluations Have only 1 or 2 meetings a day (project reviews/ status calls). Typically don‟t get to too many outside events. Go home watch TV, play online video games, do extracurricular coding. Example Profiling: Personas
  • 27Wave Marketing Group © 2013 | All Rights Reserved 27 Seek Differentiation Uniquely You The most important element. Customers have choice and you need to be different.
  • 28Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Create competitive advantage What is my unique position from other choices?  Competition  Industry Analysts  Customer Pains & Market Drivers  Unique Capabilities & Advantages ONLY By You Where do you find differentiation
  • 29Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Apply Positioning To Differentiation Product Offering (Example: 4Ps) Product Lifecycle (Example: Cross The Chasm) GrowDevelop Launch Establish Mature Extend Stars Rapid growth and expansion. Question Marks New ventures. Risky – a few become stars, others divested. Cash Cows Milk to finance question marks and stars. Dogs No investment. Keep if some profit. Consider divestment ? Bubbles represent gross revenues Low High LowHigh Business Growth Rate Competition & Differentiation (Example: Competitive Matrix) Business Strengths TechnologyStrengths  Features  Benefits  Sales Channels  Price  Delivery /Services  Business Practices
  • 30Wave Marketing Group © 2013 | All Rights Reserved Step 4: Persuasion Bring It Together Create a message that persuades a behavior change
  • 31Wave Marketing Group © 2013 | All Rights Reserved Persuade ≠ Fight
  • 32Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing If you frame things correctly, you can make your opposition look extreme – and no one likes extremes. 1 Know what you want to achieve Choose the issue Make your choice acceptable 2 3 Persuasion: frame to your advantage
  • 33Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Elements of Persuasion: Know as Rhetoric Audience Framing Appeals What appeals you can use to persuade. How to frame argument to your advantage. How to resonate with your audience.
  • 34Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Persuasion Rhetoric: The Art of the Argument – The Framing & Appeals What we can learn from the masters?
  • 35Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing ETHOS PATHOS LOGOS Credibility Trustworthiness or reputation Tone/style Logic Reasoning Evidence (stats/facts) Emotion Emotional or imaginative impact Stories Framing and Appeals
  • 36Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Persuasion, proof and the customer (brand) promise How do I convince the audience to think differently? Reframing TYPICAL PROOF  Customer Success  Industry Analysts  Awards & Corporate Facts  Thought Leadership Rhetoric, Reframing and Aristotle ETHOS PATHOS LOGOS Credibility LogicEmotion Framing and Appeals
  • 37Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Credibility Emotional Audience Analytical Audience Use All Three – Your Audience Will Shapes The Weighting
  • 38Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Emotion Story Metaphor Question Slow reveal Shocking statement Invitation to marvel Humor Surprise Logic Features Benefits Data/Evidence Logical Arguments Proofs Examples Case Studies Exhibits and Props Credibility Decorum Qualification 3rd party endorsement Demonstration Impartiality Title, position Knowledge display Common ground Examples of using rhetroic
  • 39Wave Marketing Group © 2013 | All Rights Reserved You can persuade someone with logic, but to get them out of their chair, you need to stir emotion. Emotion wins!
  • 40Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing To stir emotion, tell a great story Clear purpose = strong content = great story Appealing To Your Audience – know them • Remember – what will they recall? • Act – what will they do? • Feel – how will they feel? • Think - about what? • RAFT – easy to remember and memorable Source: EQuipe Communications
  • 41Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing How to prepare your story Audience Who‟s in the audience? What‟s their level of knowledge? How might they resist? What keeps them up at night? How can I personalize? What‟s in it for them? What’s your point B? What do you want the audience to do or think? News, events to factor in What‟s happening in the world? Regulation, news event, competitive move… Arguments/ appeals to make your point Logic: stats, facts, reasoning Credibility: sources, tone style, endorsements Emotion: stories, anecdotes How will you deliver the story? Paper? Presentation? Conversation? What setting are you working with? What AV do you have available? Formal? Informal? Jerry Weissman, Presenting to Win Question1 Fact2 Retrospective/Prospective3 Anecdote4 Quotation5 Pithy saying6 Analogy7 Hook Your Audience
  • 42Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Create A Story Flow Modular1 Chronological2 Opportunity/Leverage3 Problem/Solution Use A Story Board4 Argument/Fallacy5 Compare/Contrast6 Numerical7 Use A Book-End End like you began…do it quickly
  • 43Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Example: Story Flow & Persuasion The Challenger Sale Reframe
  • 44Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing 1 Share your experience Demonstrate you know the issue Show more interest in them than you 2 3 Anchor your story on creditability Establishing creditability
  • 45Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Lastly, logic helps to take action Logic can help them take action
  • 46Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Reality, More Art Than Science
  • 47Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Summary: 5 Steps in Messaging Best Practices • Create a process • Have a framework • Use Outside-Insight • Always Strive To Be Different Differentiate, Differentiate, Differentiate • Present A Big Idea Provoke, Be Relevant Your Position Provocative Segmented Differentiated Persuasion Binging It Together
  • 48Wave Marketing Group © 2013 | All Rights Reserved Messaging & Story Development Workshop Lets Get Started. Jump In.
  • 49Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Develop the story - messaging Package the story – structure Deliver the story - communicate  Sales  Leadership & Brand  Social  Visual, Graphical and Interactive Presentation Written Spoken Social Training & Sales Enablement Delivery Skills: Presentation Skills, Personal Brand, Writing Skills, Representing Data & Graphical Skills Test and Validate the story Messaging Development Process 1. Understand Your Position 2. Creating UVP:  Provocative  Segmented  Differentiated  Persuasive 3. Ruthless Revision: • Clear, concise, consistent. • Written and visual. • …Leads to packaging
  • 50Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Example: Messaging Process Flow PRE- KICKOFF WORKSHOP STORYBOARD & MESSAGE FRAMEWORK VALIDATE FINALIZE Gather Test & Refine Develop External Story & Visual • Team Formation • Team Box • Kickoff & Methodology Review Meeting • Project Timeline • Market Scan 1.Presentation – Method, RACI & Timeline 2.Presentation – Market Overview 3.Sharing - Dropbox • Workshop • Messaging Process & Templates 4.Presentation – Workshop Documented 5.Workshop Templates • Storyboarding Review & Approval • Messaging Documented 6.Presentation – Storyboards 7.Word Document – Messaging Framework • Interviews: customers, analysts, internal, partners 8.Word Document – Summary of Findings • Scripted and recorded: Customer Presentation & Internal Presentation • Supporting Infographics & Images • Sales Brief/ At-a-glance • Visual Library & Connected Messaging 9. Presentation – Customer, Internal, Media Library 10. Interactive Pdf – Sales At- a-Glance 11. Webex Recordings DELIVERABLES
  • 51Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Example: Typical Workshop Agenda 10:00am – 10:30am Initiative Overview, Agenda Review and Key Storyline and Messaging Development Principles 10:30am – 11:30am External Tends, Pressures and Drivers Impacting Federal Organizations 11:30am – 1:00pm The Advantage 1:00pm – 2:00pm LUNCH BREAK 2:00pm – 4:00pm The Reframe / Commercial Insight 4:00pm – 6:00pm Audience Storyline Messaging 9:00am – 9:30am Day 1 Recap and Day 2 Overview 9:30am – 11:45am Solution Portfolio Definition 11:45am – 11:55am Action Planning 11:55am – 12:00pm Closing Thank you Day 1: Day 2:
  • 52Wave Marketing Group © 2013 | All Rights Reserved First Step: Creating UVP
  • 53Wave Marketing Group © 2013 | All Rights Reserved Critical inputs to UVP  Key trends or business drivers  Challenges or pains  Unique markets or verticals What is keeping your customers awake at night? Part 1: 90 minutes
  • 54Wave Marketing Group © 2013 | All Rights Reserved Sticky Notes Exercise 1 - Trends: 60 minutes Please write a complete legible phrase describing only ONE trend impacting customers. (We will need to review this later) • Please write in “print” versus “cursive” • Write both technical and business trends, and pains • Identify trends that matter to our audiences
  • 55Wave Marketing Group © 2013 | All Rights Reserved 55 • A change…something that is increasing or decreasing • External to the organization…creating pressure for the organization to change • Relevant to them / how we can help them What is a trend? What is or should be keeping your customers awake at night?
  • 56Wave Marketing Group © 2013 | All Rights Reserved Example Exercise 1 - Trends: 60 minutes Rising „NextGen” worker expectations. Mobile access, their choice of device and apps to work in the way they want to. Rising „NextGen” worker expectations. Mobile access, their choice of device and apps to work in the way they want to. Rising „NextGen” worker expectations. Mobile access, their choice of device and apps to work in the way they want to.
  • 57Wave Marketing Group © 2013 | All Rights Reserved 57 Insights: What would the customer appreciate learning/knowing about in relation to the key trend? Would they value the insight? Would they say “wow” or “yikes”? • Facts on surprising magnitude of trend/how the trend is impacting organizations • Unisys and/or market unique perspectives • Provocative statements that would get your customer to say “wow” or “yikes”) Exercise 1.1: Identify or Seek Insights
  • 58Wave Marketing Group © 2013 | All Rights Reserved Top 3 customer challenges Challenges
  • 59Wave Marketing Group © 2013 | All Rights Reserved Challenges by segments Challenges
  • 60Wave Marketing Group © 2013 | All Rights Reserved Exercise 2: 30 minutes Outline the big challenges for three different audiences:  Business Decision Maker  Technical Decision Maker  End User Decision Maker
  • 61Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Challenge Impact/ Use Case Impact/ Use Case Impact/ Use Case Template: Decision Maker Challenges – Top 3 (Example: Business, Technical, End User)
  • 62Wave Marketing Group © 2013 | All Rights Reserved Exercise 3: Differentiation Competitive Review & Market Scan Collective Discussion
  • 63Wave Marketing Group © 2013 | All Rights Reserved Exercise 3.1: 60 minutes Competitive Positioning  Strengths  Weaknesses
  • 64Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Differentiation Isolation Map Summary mapping showing the differentiation in messaging versus competitors. According to two key value vectors. Reduce Cost & Create Efficiency New Ways To Operate Accenture “Federal Cloud, Business Strategy” Commercial Focus Government Focus CSC “Clouds, ACE Factory” Cognizant “New Workplace - SMAC” CGI “Secure Clouds, ERP, Security” Lockheed Martin “Cloud, Professional Srvcs, Fed Focus” SRA “Agility, Engineering, Cloud, Mobile” Booz Allen “Efficiency, Cloud, Analytics” Example (Key points of messaging differentiation: reason to move to the cloud, and marketplace focus) IBM “Federal Cloud, Federal Analytics, Security” SAIC “Secure Clouds, ERP, Security”
  • 65Wave Marketing Group © 2013 | All Rights Reserved Part 2: Mapping Message To Solution Portfolio
  • 66Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Solution Definitions  Whole solution  Visual solution  Naming principles
  • 67Wave Marketing Group © 2013 | All Rights Reserved Exercise 4: 60 minutes Relook At The Portfolio: Create a sketch(es) of how you would like to visually represent the portfolio
  • 68Wave Marketing Group © 2013 | All Rights Reserved Bring it all together and have have the audience thinking in new ways. Persuasion
  • 69Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Example: ChallengerTM Sale Reframe
  • 70Wave Marketing Group © 2013 | All Rights Reserved Exercise 5: 60 minutes Reframe  New way vs. current state  “Only” Your Company  Associated Benefits Emotional Impact  If they don‟t do it…Barriers and consequences Link to Creditability/ The Hook  Key Trends  Key Challenge
  • 71Wave Marketing Group © 2013 | All Rights Reserved 71 Review Situation/ Dilemma Cost of Dilemma Resolution/ Reframe The Benefits Start Here Warmer Build Credibility Big Trend Qualify, Quantify Impact Think Differently Unisys Advantage Benefits & Proof
  • 72Wave Marketing Group © 2013 | All Rights Reserved 72 Example Applications The Dilemma The Resolution The Cost The Benefits Complex connections Disconnected Users Disconnected Oversight Integer tempusUt auctor libero a lorem euismod porttitor. $$$ Ut auctor libero a lorem euismod porttitor. Ut auctor libero a lorem Constituents Applications IT staff $$$ Lorem euismod Est et elit ornare mollis. Ut auctor libero
  • 73Wave Marketing Group © 2013 | All Rights Reserved Proof Finding evidence
  • 74Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Persuasion and proof are based on ethos, pathos, locos  Focus on areas of value to the customer – How service meets a need – Bring out emotion involved with evidence  Determine relevant supporting data – Success Stories – Independent Validation: studies, quotes/testimonials, videos, case studies, white papers, statistics, facts, analogies, examples, expert opinions – Vendor leadership What Kind of Evidence
  • 75Wave Marketing Group © 2013 | All Rights Reserved Exercise 5: 60 minutes List Your Proof  Customer Success  Industry Analysts  Awards & Corporate Facts  Thought Leadership
  • 76Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Component Explanation Evidence Table Exercise: Unique Proof
  • 77Wave Marketing Group © 2013 | All Rights Reserved Presentation Summary Bookend your story
  • 78Wave Marketing Group © 2013 | All Rights Reserved Exercise 6: 60 minutes Creating a summary/ recap  Story in a nut-shell  Link to Creditability/ The Hook – Bookend  Key Trends  Key Challenge  Drive to next steps, a point of action
  • 79Wave Marketing Group © 2013 | All Rights Reserved Capturing & Sharing Messaging Across The Organization The Messaging Framework & Storyboarding
  • 80Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Core Framework Components Big Idea Provoke the audience, be relevant, and ensure differentiation. Unique Value Prop Competitive, and differentiated offering, with specific value and benefits received. Trends Trend A Trend B Trend C Trend D Trend E Challenges Challenge A - Support Points Challenge B - Support Points Challenge C - Support Points Customer Benefits Benefit A - Support Points Benefit B - Support Points Benefit C - Support Points Visual & Though Leadership Point A - Evidence Point B - Evidence Point C - Evidence Point D - Evidence Point E - Evidence Competition Competitor 1 - Unique offering Competitor 2 - Unique offering Competitor 3 - Unique offering Solution & Evidence Solutions Category A: A, B, C Evidence Products Category A: A, B, C Evidence Services Category A: A, B, C Evidence
  • 81Wave Marketing Group © 2013 | All Rights Reserved Messaging Framework Template Example Solution Name Big Idea: Value Proposition Tagline & Big Idea Statement Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu • Pellentesque non tortor pellentesque, ultricies sapien ac, feugiat mi. • Etiam gravida augue a tortor imperdiet, eget faucibus ante gravida. • Suspendisse vitae enim et lacus placerat condimentum non vitae tellus. Power Positions: Key Value Proposition Three key, and supporting positions • Position 1 • Position 2 • Position 3 (details on next page) Reframe: Unique & Highly Differentiated Offering Statement Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est lab. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Visual Message • Integer tempus est et elit ornare mollis. • Praesent auctor tortor vel leo tincidunt vulputate. • Fusce adipiscing ligula laoreet nisl molestie, et pretium dui dignissim. Thought Leadership Positions & Opportunities • Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Pellentesque et lectus dapibus purus pharetra tincidunt. • Duis in felis non diam tempor fringilla. DIFFERENTIATION • Pellentesque non tortor pellentesque, ultricies sapien ac, feugiat mi. • Etiam gravida augue a tortor imperdiet, eget faucibus ante gravida. • Suspendisse vitae enim et lacus placerat condimentum non vitae tellus.
  • 82Wave Marketing Group © 2013 | All Rights Reserved KEY PILLARS (3 Power Positions) Position 1 • Lorem ipsum dolor sit amet • Pellentesque et lectus dapibus purus pharetra tincidunt. • Duis in felis non diam tempor fringilla. Position 2 • Lorem ipsum dolor sit ametadipiscing elit. • Pellentesque et lectus dapibus purus pharetra tincidunt. • Duis in felis non diam tempor fringilla. Position 3 • Lorem ipsum dolor sit amet • Pellentesque et lectus dapibus tincidunt. • Duis in felis non diam tempor fringilla. KEY CUSTOMER CHALLENGES • Ut auctor libero a lorem euismod • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas • Duis et lectus interdum • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. KEY MARKET TRENDS • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros egestas • Duis et lectus interdum, gravida elit in,. • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum c. • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. • Sed a elit aliquam, aliquam enim vel, • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. AUDIENCE  Primary  Influencer  Business Leader  End User Leader  Line of Business Champions  Business Analyst/ Tech  Technology Leader  Business Leader  IT management, asset management  Technology Leader  Business Leader  Application Management  Infrastructure Management
  • 83Wave Marketing Group © 2013 | All Rights Reserved SERVICES PORTFOLIO (Key Offerings Positioned) • Ut auctor libero a lorem euismod • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas • Duis et lectus interdu • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. KEY BENEFITS • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros egestas • Duis et lectus interdum, gravida elit in,. • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum c. • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. • Sed a elit aliquam, aliquam enim vel, • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum • Praesent sed lectus vel eros egestas mollis. • Duis et lectus interdum, gravida elit in, dapibus leo. KEY CAPABILITIES & SOLUTIONS COMPETITORS EVIDENCE (Why Is It Better)
  • 84Wave Marketing Group © 2013 | All Rights Reserved Market Timing – Finding The Waves To Ride (Messaging Timing) Customer Environment Annual Planning, Budgeting & Kick-off Government Buying Cycle First Big Win Q4 RFP Selection Industry Environment • TechEd • Enterprise 2.0 • Windows 8 BETA • Competitive Launches • Partner Launches • Gartner Itxpo – Oct 21 • Partner or Industry Launches Campaign Focus Q1 Q2 Q3 Q4 Soft Launch Build Leads, First Calls Customer Wins High Impact Launch ACTIVITIES Awareness, Demand Generation, Social Media Sales Enablement
  • 85Wave Marketing Group © 2013 | All Rights Reserved Storyboard & Presentation Flow
  • 86Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Storyboarding Process – 16 slide presentation The 4: "The Core” Use the 4 quadrant technique to characterize: The 16: "The Full Story“ 1. The Dilemma 2. Costs of Dilemma 3. Resolution (Think Different/ Reframe) 4. Benefits 1. The Hook – opener to set the stage, grab their attention, and foreshadow the resolution 2. Warmer – trends: 1. to establish creditability, 2. to clarify big problems and needs (why we are here, why we have the right to be working with them – potentially customer problems to help with the set-up) 3. Warmer – challenges: 1. Segmented to appeal to unique audience, 2. To establish it's an organizational-wide problem 4. Dilemma 5. Costs 6. The Pivot, Net-out the Dilemma and introduce a new way of thinking 7. Resolution 8. How The Resolution Works, More Depth 9. Benefits 10. Commercial Insights – Challenge the customer to Really Think Differently and "Commit" to the benefits 11. The Rescue – The approach and benefits of new way 12. The New Way, (Solution) – The Offering 13. The Proof – Typically a customer story 14. The Differentiation – State the unique strengths and why ONLY Unisys 15. The Summary – The bookend, tie back to the hook, and restate the resolution 16. The Call To Action – a next step The 8: "The Story" Expand the quadrant to fill-in the persuasion: 1. Dilemma 2. Costs 3. The Pivot, Net-out the Dilemma and introduce a new way of thinking 4. Resolution 5. How The Resolution Works, More Depth 6. Benefits 7. Commercial Insights – Challenge the customer to Really Think Differently and "Commit" to the benefits 8. The Rescue – The approach (and benefits of new way), and a way to tie the resolution to the unique value the company
  • 87Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing The Dilemma The Resolution The Cost The Benefits • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros egestas mollis. • Praesent auctor tortor vel leo tincidunt vulputate. • Fusce adipiscing ligula laoreet nisl molestie, et pretium dui dignissim. • Nulla malesuada diam eu lorem auctor, vitae tristique ipsum tincidunt. • Vivamus sed nisl ac quam auctor pulvinar ac eu quam. • Praesent auctor tortor vel leo tincidunt vulputate. • Fusce adipiscing ligula laoreet nisl molestie, et pretium dui dignissim. • Nulla malesuada diam eu lorem auctor, vitae tristique ipsum tincidunt. • Vivamus sed nisl ac quam auctor pulvinar ac eu quam. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim • Praesent sed lectus vel eros egestas mollis. • Vivamus cursus nisl vitae fermentum commodo. Pains: • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros egestas mollis. The Core, The Reframe – written out helps
  • 88Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing The Dilemma The Pivot Resolution Details Commercial Insights Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed • Ut auctor libero a lorem euismod porttitor. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros egestas mollis. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros • Ut auctor libero a lorem euismod porttitor. • Vivamus cursus nisl vitae fermentum commodo. • Praesent sed lectus vel eros The Cost The Resolution Benefits The Rescue The Fuller Value Proposition - 8 slides storyboard
  • 89Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Kick Start Your 2014 Initiatives Wave Marketing Offerings Marketing Assessments Messaging & Positioning – including portfolio definition and Infographics Selling & Buying Enablement Creative Services Campaigns Marketing Training & Tools Wave Marketing Methods Outside Insight – research, validation and justification. Combine both internal with external viewpoints Big Idea Discovery – compelling and unique big idea messaging Breakthrough Creative – unique experience and interactive Marketing Mix Framework, Marketing Skill Development WMG Tools Free For You: Messaging & Positioning Framework, Workshop Templates Momentum Marketing Approach Marketing Mix & Dashboard Launch & Campaign Plan Customer & Sales Engagement Plan - Including customer collateral and sales tools Content Marketing / Social Media Plan
  • 90Wave Marketing Group © 2013 | All Rights Reserved What’s Your Path Forward
  • 91Wave Marketing Group © 2013 | All Rights Reserved Builds momentum.