MM6 - Audience Facing Mission Statement
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The audience facing mission statement is the compass the steers your content to be aligned with your mission statement. This is not your company mission statement, but a statement about how you will help the people in your target audience by solving their problems, helping them to be professionally better or even to help them enjoy a passion more.
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MM6 - Audience Facing Mission Statement
- 1. Audience Facing Mission Statement (AFMS) @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 1
- 2. Not your Company Mission Statement Company mission statement is inwardly focused. AFMS is about how you help the people in your audience. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 2
- 3. Start with Your Sweet Spot of Engagement @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 3
- 4. 3 Parts of AFMS “To help quality control professionals in the pharmaceutical industry in the United States and Canada to make a more reliable, repeatable and accurate measurement of humidity so they can improve their production yield and prevent loss of product that may be caused by environmental variations.” 1. Define the target market. 2. Identify the pain or passion. 3. Describe the payoff. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 4
- 5. What Do I do with the AFMS? 1. The AFMS acts as your compass, guiding light, north star or litmus test. 2. Every activity, ad, piece of content should be aligned with the AFMS. 3. Us it to reject ideas or suggestions that do not conform. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 5
- 6. Takeaways 1. Determine if your firm has one or more audience facing mission statements. 2. Write your AFMS collaborating with your stakeholders. 3. Position it as a pilot program if necessary. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 6
- 7. Congratulations, you’re on your way to a New Way to Market! Join the Manufacturing Marketing Institute – MM Academy today! @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 7
Editor's Notes
- Welcome back Manufacturing Marketers! In the last lesson, we went through the exercise for finding your sweet spot of engagement. Recall the two circles; one is the pain or passion and the other is the expertise you want to share to gain TOMA, credibility and reciprocity. In this lesson, we’re going to take the sweet spot and the information you gained from the exercise and write down your audience facing mission statement AFMS. Which drives all content development. So let’s get into it, let’s find your AFMS.
- Now you have defined and agreed upon your AFMS. Make a big poster or banner and remind everyone what the AFMS is and why they should care. Your AFMS doesn’t do any good just sitting on the banner, you have to develop content that supports the AFMS and for effective engagement with your content, you will need to use some modern technology. In the next lesson we’ll talk about the essentials of technology for the New Way to Market in Manufacturing. Thank you and I’ll see you at the next lesson. Now let’s go out and advance the practice of marketing in mfg today!