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Developing effective messaging and value propositions


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A short presentation on the essential components of an effective messaging framework, positioning, targeting, segmentation, personas and building value proposition documents that assist marketing teams execute campaigns that have both effective and consistent messaging.

Published in: Marketing
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Developing effective messaging and value propositions

  1. 1. Product Messaging Crafting a Differentiated Value Proposition Gerardo A. Dada @gerardodada Useful tools for product marketers
  2. 2. Why is Segmentation andTargeting Important? • Focus – You can’t go after all market segments and customers • All customers are not equal – Better understanding of your target customers – Every product offers different value for different customers – Different lenses, different needs • Relevance – Different ways to market to them – Context is important – Tools to align your products with the right customers Without these tools your Marketing will be vanilla: a shotgun approach
  3. 3. Basic Definitions An industry or universe of buyers A subset of the market that shares certain characteristics A small market segment with unique needs The market segment(s) where a company focuses its efforts A complete picture of the person making the buying decision A personification of the buyer profile in a fictional character Market Segment Niche Target Buyer profile Persona
  4. 4. Types of Segmentation 4 DEMOGRAPHICS Role: Mom, CEO, Student, etc. Age: Tween ,young families, retirees, etc. Gender Income Geographic, Etc. ATTITUDINAL (Psychographic - clusters based on data) Lifestyle, Personality, Attitude • Hobbyist, Advanced Amateur, professional • Soccer mom. Diva, Working professional, Social • Compulsive, Extrovert, Ambitious, etc. NEEDS-BASED What job does the product do for customers? -Transport 9 kids to school -Express my individuality/social class/style -Enjoy driving -Save money, save the environment FUTURIST PRAGMATIST LAGGARDTRANSFORMATION BEHAVIORIAL How they buy, how often, usage rate, etc.
  5. 5. Hypothetical Example: Bank Generic message: “We have a great savings/checking account with an ATM card for you. Get a free toaster when you sign up.” Segment Need Emotional Need High School Kids Start saving, build credit score Feel special because you now have a card College-Bound Students Convenience of ATM, receive money from parents, financial planning Need to be smart about my limited budget Families who are relocating Convenience, branch proximity, more services Simplicity, time savings
  6. 6. Personas How do we market to the college student? Meet Kate  Lives on a limited budget, supported by her parents  Spends most of her free time with friends  Owns a Smartphone, a laptop and a tablet  Uses Instagram (not so much Facebook or twitter)  Familiar with BofA, Wells Fargo and Citi  Concerned about fees and overages -Personas represent a target segment buyer profile -Keep it simple, relevant and concise -Avoid information that is not actionable
  7. 7. Examples of real-world explicit personas
  8. 8. Positioning 101 Brands occupy a single position in the mind of the customer • Positioning is the marketing effort to influence this position • There is only one position for each idea or brand (you need to give up to own a position) • Position is relative to competition or alternatives • Aim for a unique position – differentiation • Bur differentiation is not enough: good positioning is differentiated and valuable for your target customers = safe
  9. 9. Positioning must align with Strategy PICK ONE, ANDONLY ONEVALUE DISCIPLINE Product Leadership Differentiation is building your business on a strategy to target a specific type of buyer and offering a specific value that competitors can’t match Apple, Mercedes Nespresso R&D investment, early adopters, margins over share, etc. Customer Intimacy Ritz Carlton, Lexus, Harrah’s Data, relationship mktg., Customer experience, loyalty, etc. Operational Excellence Dell, McDonald’s, Amazon Process, metrics, ROI, efficiency, Cust Acquisition
  10. 10. Messaging inefficiency Inefficient marketing develop messaging for each deliverable Website Press Release Collateral Packaging Advertising
  11. 11. Messaging Frameworks Require more time and intellectual effort up-front. Much more effective and efficient in the long run Website Press Release Collateral Packaging Advertising Messaging Document Market Research Strategy Target Customer Positioning
  12. 12. Traditional Positioning Statement Framework Positioning Statement FOR [target customer] WHO [have specific need]BRAND X IS [position] that [benefit or capability] BECAUSE OF [proof points[ Customer Need 1 Customer Need 2 Customer Need 3 Customer Need Benefit Proof Points Target Customer Target description 25 Word Description Value proposition statement in 25 words 50 Word Description Value proposition statement in 50 words Useful as a starting point, but slightly academic and incomplete
  13. 13. ComprehensiveValue Proposition and Messaging Doc Template available here A complete template captures customer knowledge and provides useful information for marketing execution • Who is the ideal customer • What problems is he or she trying to solve (JTBD/use cases) • Where and how they research to solve this problem or need • Triggers, buying criteria, alternatives • Key messages, differentiators, proof points, secondary features
  14. 14. @gerardodada THANK YOU