Developing Your Core
Campaign Messaging
Kat & Mouse Co.
Internet Marketing Services
10-4-12
10/4/2012 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 Choose
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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.
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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 segment
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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 Harrods's 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 Target
Audience, 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
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