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A nightmarish scenario for product management/product marketing is to hear a multitude of different messages communicated to the market about your product. Executive management says one thing, the ...

A nightmarish scenario for product management/product marketing is to hear a multitude of different messages communicated to the market about your product. Executive management says one thing, the sales team has a variety of messages and marketing is communicating yet another message. This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We like to blame others for this, but the likely reality is that we are at fault. As PMs, we must own the message and then enable the organization to take this message to the market. This is an interactive session discussing six steps to guide you in the process of creating a compelling market message.

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Going from message nightmare to message delight p camp austin 6 Presentation Transcript

  • 1. Copyright 2011- LÛCRUM MARKETING
    From Message Nightmare to Message Delight: Six Steps to Create a Compelling Market Message
    Presented by:
    Tom Evans
    Lûcrum Marketing
    January 15, 2011
  • 2.
  • 3. Question 1
    Does your company use a structured approach to creating market messages for your products/services?
    Yes:
    No:
    Copyright 2011 - LÛCRUM MARKETING
  • 4. Question 2
    Who in your organization owns the market messages, i.e., is responsible for defining them?
    Marketing Communications:
    Executive Management:
    Product Management:
    Product Marketing:
    Everyone:
    Other:
    Copyright 2011 - LÛCRUM MARKETING
  • 5. Six Steps to a Compelling Message
    Who is our audience?
    What are we selling?
    Why should our customers care?
    What we can do for our customers?
    Why us?
    Create your message(s)
    Copyright 2011 - LÛCRUM MARKETING
  • 6. Who is Our Audience?
    The message must resonate with your target audience
    Corollary: it will not (& shouldn’t) resonate with all market segments
    Target market segments
    Key Personas – Buyers, Influencers, Users
    What do they care about
    What language do they use
    Typical profile/characteristics
    Copyright 2011 - LÛCRUM MARKETING
  • 7. What Are We Selling?
    Relate to a known category or class of products
    What it does
    Problems your product solves best for that persona.
    Identify features that solve their problem.
    Copyright 2011 - LÛCRUM MARKETING
  • 8. Why Should Our Customers Care?
    What are the buyers motivations (per buyer persona)?
    Need, pain, goal, challenge, ideals
    Personal & business
    Articulated & unarticulated
    What do they need to know to make a decision
    How will they evaluate & use your product?
    Copyright 2011 - LÛCRUM MARKETING
  • 9. What We Can Do For Our Customers?
    Value proposition
    In terms of the customer
    Benefits & value your customer will realize from purchase and use of your product
    Relative to customer’s other viable alternatives
    Sources of value:
    Reference customers, industry expertise, internal processes, partnerships, innovation, IP, delivery methods, geography, social, business model, personnel, features, guarantees, brand promise, core competencies, etc.
    Speaking to your customers
    Copyright 2011 - LÛCRUM MARKETING
  • 10. Why Us?
    Differentiation
    What makes your product stand out (differentiation)
    Meaningful value to the customer
    Sources of differentiation:
    Reference customers, industry expertise, internal processes, partnerships, innovation, IP, delivery methods, geography, social, business model, personnel, features, guarantees, brand promise, core competencies, etc.
    Speaking to your customers
    Copyright 2011 - LÛCRUM MARKETING
  • 11. Create Your Message(s)
    Per target buyer persona
    In your customer’s language / Avoid meaningless words
    Clear value to your customer / Clear differentiation that is valued by customers
    2 to 4 messages per persona
    Compare with competitors
    Validate with customer’s
    Support with evidence
    Copyright 2011 - LÛCRUM MARKETING
  • 12. Exercise
    Copyright 2011 - LÛCRUM MARKETING
  • 13. Copyright 2011 - LÛCRUM MARKETING
    Thank You
    Tom Evans
    Lûcrum Marketing
    tevans@lucrum-marketing.com
    +1-512-961-5267