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How to: Guide to Messaging Development

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How to: Guide to Messaging Development

  1. 1. Our Messaging ApproachHow to Craft Compelling Messaging Using the Voice of the Customer
  2. 2. WHAT IS A MESSAGING ANDPOSITIONING FRAMEWORK? 2• Serves as the blueprint for all future marketing programs, materials and communications• Used internally as the foundation from which all marketing messages are derived.• Main framework elements include: – Messaging and positioning drivers and Inputs • Identification of the target market • Description of the business challenges in terms that are meaningful to a customer • Description of how the offerings address the primary customer problems • Specific differentiation against competitors • Differentiated high-level benefits delivered to customers – Messaging platform • Positioning strategy • Value proposition statement • Key messages by target audience • Elevator Pitch
  3. 3. CLEARWORKS MESSAGING METHODOLOGY 3• Review existing business plans, marketing materials and other related documentation, research• Conduct secondary research to review competition, messaging, and market drivers• Conduct interviews with customers and prospects to drive rich insights on value proposition, perceived benefits and messages that resonate with the target audience and feedback on brand as it relates to desired positioning• Facilitate strategy workshop with key team members – Gain a better understanding of strategy, target market (s), solutions, competitive differentiators, etc… – Conduct branding exercises to guide “who you want to be” which will help with tone in value proposition and messaging• Draft positioning and messaging framework document for review and approval• Test key messages with customers and tweak as needed based on results• Deliver framework that includes key messages by target audience, recommended positioning, and elevator pitch
  4. 4. PHASED APPROACH TO VALUE PROPOSITION& MESSAGING DEVELOPMENT 4 1 2 3 Review Review Existing Conduct 1-on- Competitive Marketing & 1 In-Depth Messaging & Collateral Interviews Positioning 4 5 6 Conduct Develop Internal Messaging & Test Messaging Messaging Positioning Workshop
  5. 5. WHY CUSTOMER RESEARCH IS ESSENTIAL 5• Ensures that positioning and messaging addresses customer pain points and what customers want• Minimizes the risk associated with internal stakeholders “guessing” at the compelling messages• Taps into actual “buyers” that are going to purchase the product or service• Helps you learn what we don’t know that we don’t know• Helps uncover competitive differentiators in the eyes of the customer• Allows the company to “speak” to the customer in a way they understand and that generates excitement and interest from prospective customers• Allows customer to help determine whether or not “who company wants to be” matches the market perception• Uses trained moderators to get customers to say what they might not tell you themselves
  6. 6. WHY CLEARWORKS 6• Extensive experience in messaging and positioning including conducting a range of customer research• Smart and passionate about helping clients demonstrate value of their solutions• Ability to quickly understand products and technologies and provide immediate value, requiring little direction• Product managers with marketing & research expertise• Ability to capture & understand customer pain points; quickly develop an approach and an analysis that addresses needs and wants and positions the company in a compelling way• Years of experience successfully working virtually with clients around the world
  7. 7. WHO WE ARE 7 NEW PRODUCT IDEATION Innovation Process Ideation Sessions Customer Advisory BoardsWe help companies connect PRODUCT EVALUATION CONCEPT EVALUATION Qualitative Research & VALIDATIONwith customers to create Customer Sat Studies Market & Competitive Analysisand deliver clear and Customer Advisory Boards Qualitative Research Quantitative Studiescompelling products, Customersservices, and messaging. Wehelp to define the rightproducts and also talk aboutthem in a way that makes PRODUCT LAUNCH Process Mapping   Customer Experience Programs  Operations & Support Planning PRODUCT DEFINITION MRDs & PRDs Business Cases Customer Researchsense. And we deliveractionable plans to bring the PRODUCT POSITIONINGnew idea to life. & MARKETING EXPERIENCE DEFINITION Customer Touchpoints Messaging & Positioning Interaction Interfaces Product Naming Usability Optimization Product Collateral
  8. 8. SOME OF OUR MESSAGING CLIENTS 8 “Clearworks developed a tailored research strategy to achieve deep customer insights that were vital to our positioning and message development, and subsequently helped us to create powerful, customer- focused collateral.” Mark Culpepper, Vice President, Marketing, SunEdison “The Clearworks team does an excellent job helping us incorporate the voice of the customer into our services, process and messaging. They take a creative approach, tailoring a variety of research techniques to different audiences and objectives to generate rich insights.” Catherine Moon, Director, Symantec

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