Going from message nightmare to message delight svp camp 2011

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Session led at Silicon Valley ProductCamp 2011.

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Going from message nightmare to message delight svp camp 2011

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

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