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Don’t Market … Message: How Good Messaging Wins You New Business at Lower Cost
E c h o P o i n t Marketing Partners
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How can a company have …A well-known brand
Comprehensive visual brand guidelines
A well-written and beautifully produced print/online presence
A huge marketing budget
And still be “leaving money on the table?”
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“We have a big budget and world-class brand guidelines.
We hire top creative talent.
Our marketing looks great.
So why don’t our customers — and our own people — understand what is unique and valuable about what we offer?”
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Sales calls Marketing materials Presentations
Keywords Employee Communications
Customer Service Speaking Engagements
Website Search words
MESSAGING
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What is messaging?
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BRAND
Value Proposition
Messaging
Content
Platform
Tactics
Copy & Visuals
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Brand
A brand is NOT a color palette, type face or company name
A brand is what people buy:
It is an asset with equity
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The value of a strong brand
Clearer focus = more qualified clients
Greater trust
Deeper loyalty
Higher margins
Higher success rate with new product/service offerings
Greater value (both for consumer and for investor/buyer)
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Value proposition
A statement that defines how a business proposes
to use its resources to deliver superior value to its customers
Why it is of value to this specific audience
How it differs from what is offered by any competitor
What you offer (it’s not about products, it’s about emotion)
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Translating your brand into a value proposition
The value proposition for doing your MBA at Harvard
You gain admission to the world’s
most prestigious and privileged “club,”
access to an elite network of fellow
Harvard MBAs and the badge of
leadership that sets you apart for the rest
of your life.
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Messaging
Messaging does not come from conjuring something new.
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Messaging comes from what you already know
WHO: Everything you know about your customers, industry, competitors
WHAT: Everything you know about your products, people, company
WHY NOW: Why is this product/solution possible now?
HOW LIFE CHANGES: What now becomes possible?
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A simple messaging formula
WHO
Customers:
Competitors:
Industry Trends:
+ WHAT
Our Brand:
Our Products/Solutions:
Our People:
+ WHYNOW
Reason to Act NOW:
Why Products/Solutions Were Not Possible Before:
What Advantages Does the Customer Get:
= HOW LIFE CHANGES
List Specifics to Paint the Picture:
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WHO
Customers: SVPs of active-living/assisted living senior communities
Competitors: single-person shops, salon chains “retrofitted” for the elderly
Industry Trends: Beautiful aging vs. anti-aging, economic issues/housing prices squeezing market
+ WHAT
Our Brand: celebrating longevity – of clients and of our relationships with communities
Our Products/Solutions: salon AND the spa services today’s seniors expect for beauty and health
Our People: experienced and genuinely enjoy serving the elderly population
+ WHYNOW
Reason to Act NOW: need to compete with newer communities and fill pipeline
Why Products/Solutions Were Not Possible Before: No one had a reproducible system until now
What Advantages Does the Customer Get: Happier residents, marketing edge
= HOW LIFE CHANGES
List Specifics to Paint the Picture: In just 7 days, we can transform your “beauty shop” into an upscale
salon-spa that can double monthly income for the community, create all-new marketing value for your sales
team, and a wealth of beauty and wellness services and social activities for your residents. Plus, no more
worries about managing the salon, meeting OSHA regulations, etc.
1. Inventory everything you know
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2.Link audience “wants” with what you offer
We want an edge in an
increasingly competitive
market
Spa services+
Beautiful salons
+Marketing Support
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3. Put the right messages in the right sequence
Motivation #1: keeping communities at capacity
Our upscale salon/spa updates and differentiates you
Attracts qualified prospects (right target audience)
Opportunities to use salon/spa for marketing events
Motivation #2: providing good lifestyle experience
Not “warehousing” senior citizens >> celebrating longevity
Learning/social opportunities
Experienced stylists/staff who connect with older people
Motivation #3: recurring income for communities
Upscale salon/spa attracts more customers
That’s why monthly revenues can DOUBLE quickly
It’s easy to switch, and we continue to handle everything
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Franchise sales sequencing
Engage prospect:
Vision + pain points
Present opportunity
Present evidence
Make the close
First impression
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4. Polish messaging into “content”
Rejuvenate your salon to enhance your community – and your marketing.
Our upscale salon-spa instantly enhances the
ambiance of your community, empowering you to win
affluent residents who are considering even the newest
luxury communities. Residents will love the seasonal
menus of facials, massages and other spa services;
you will love how the spa and our staff support you in
turning spa days into marketing events that far outshine
the luncheons offered by other communities.
Motivation #1: keeping communities at capacity
• upscale salon/spa updates and differentiates you
• Attracts qualified prospects (right target audience)
• Opportunities to use salon/spa for marketing events
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A repeatable system
A strong messaging platform gives you the power to …
Focus on your absolute best competitive advantages
Keep control of your brand
Get great results working with agencies, freelancers or in-house staff
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You can even apply metrics to messaging
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Franchise Assessment Summary
Overall messaging:
61%
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Messaging pitfalls
Avoid franchises’ 5 most-common mistakes
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Messaging Pitfall #1
Asking for too much commitment too soon
Open a conversation
Offer options
Be persistent not pushy
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Messaging Pitfall #2
24 year-old “creative”
for 50 year-old prospects
Watch out for word playKnow your audience
Watch out for word play
Don’t “talk down”
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Messaging Pitfall #3
Lack of specifics
Clichés
Hype
Vague statements that could apply to any franchise
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Messaging Pitfall #4
Too much messaging
ONE big idea
The 3-Point Rule
Room to breathe
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Messaging Pitfall #5
Chasing the Competition
Build your best strategy
Play up your strengths
Stay true to your brand
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Recap
Good messaging …
Starts with the brand
Integrates everything you know about customers and markets
Stays consistent across platforms and media (print, online, face to face)
Can be managed and measured
Saves you time, money and mistakes
Attracts more qualified customers more quickly
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So before you market … message
It’s the surest way to spend less and win more business