Download - Message Map A better way to communicate
Message MapA better way to communicate
A Critical Part of Leadership
• A leader establishes themselves through concise communication
• A leader is able to succinctly and articulately tell their personal story in an engaging way
• A leader needs a personal message map!
• Message Mapping simplifies large volumes of complex information into a concise story that helps guide a host story telling
– Media interviews– Advertising– In-store POP materials– Sales presentations– Speeches – Digital & social channels
• Through Message Mapping, we extract the most compelling messages and positive points about your brand or your campaign
– Organize them in a diagram to show how each message fits into the larger context of your strategy
– Focus on consistent messages across the entire organization
• It’s important to convert marketing language and strategy into language that can grab consumer attention and inspire conversation and story-sharing about the brand through PR and social media channels
• It’s critical to achieve consensus among internal parties on the story
Why?Why?
• Simple• Organized • Flexible: update it when you need toBecause you must tell a compelling story, quickly,
to break through to consumers and other audiences
It Helps You Break Through
Proof Points:1.____________2.____________3.____________
Proof Points:1.____________2.____________3.____________
Home Base Message
State your goal or missionShould be ownable and
provocative
Get into more detail about it – the features, the
innovative attributesHow are you doing it? Describe the product
or service
Your ResponseWhat you’re doing
The LandscapeExpresses the
marketplace needThe Pay-offYour chance to strut your stuff a bit, cite
your credentials
Message Map Model
Proof Points:1.____________2.____________3.____________
Proof Points:1.____________2.____________3.____________
Proof Points:1.____________2.____________3.____________
Keys to Success
• Avoid marketing jargon
• Avoid “brand speak”
• Know and keep in mind your audience
• Message Map should be able to be used as an “elevator speech” or for a media interview or to guide content of advertising or other marketing tools
Message Mapping – How do we do it?
• Facilitated group conversation• Primary audience filter
– 3rd parties• Build simple, compelling messages • White board supports the process• Don’t give up!• Leave if you must; be present while in the room
X brand health and wellness products are
pharmacist-recommended to help people and
communities live well, stay well and get well for less
PHILANTHROPYX brand health and wellness
products will bring free preventive health services to communities thru the X brand
Community FundTM
PRODUCTSX Store is more closely
aligning its brand of health and wellness
products with its mission to be a retail health and
daily living store
X Store is tapping its 110 years of expertise to educate consumers , support community
wellness and be a more active partner in helping
people stay well.
Today’s consumers are concerned and
confused about how to get the most for
their limited healthcare dollars
X brand health and wellness products and the pharmacists who
back them are proof of the company’s
commitment to help people live happy,
healthy lives.
• Over time, the X brand will be solely focused on health and wellness
products•X store has a wide variety of products
to meet all your daily needs (pain, allergy, digestive, baby care, sun care,
dental, etc.)• Compare active ingredients as other
leading brands• Pharmacist recommended
(pharmacists surveyed cite quality and price as basis for recommendation
• 100% satisfaction guarantee• On average, X brand costs
20-30% less than other national brands for the same quality
Retail Store Message Map
• In 2011, 1¢ from the purchase of every X brand health & wellness product, up to $3 million annually, will support preventive wellness services in communities through the X brand Community Fund.
•The Fund will offer free preventive health tests, services and education via the Wellness Tour Bus and vouchers redeemable in stores•X is the only brand to support local health & wellness initiatives at this level
• 25,000 certified immunizing pharmacists
•7,600 stores; a store within 3 miles of 63% of the U.S.
population• Pharmacist Live Chat
• RX Interactions counsel
• Product recalls have seeded doubt and concern about many name brand products
• Overwhelming explosion of online information (millions of health Web sites; 82% of Americans w/ Internet access in ‘08 (61% of all adults) had searched for health information online)
• Consumers want more control over their health & their healthcare choices
PHARMACISTSEveryday people rely on the expertise of X brand pharmacists to
help manage their health
* Since 1801, X store has been helping keep people well
Home Base MessageI’m a communications
professional who thrives on helping clients break
through today’s cluttered marketplace with bold
stories told in engaging ways. I use a planning
process aimed at getting buy-in and scoring quick wins
early and measurable, meaningful results
later
I seek creative inspiration everywhere
I tap my years of experience and mine multiple sources for
creative strategies and tactics that command
attention
Today’s consumers are hit with more than
5,000 commercial messages a day, plus
hundreds of social media messages. I complement my
professional passion with other interests
and activities to bring rounded thinking to
every situation
Technology has led to increased consumer
expectations and demands.
Consuming media, brainstorming, traveling, vacationing, listening to
music, cooking, shopping, gardening, talking to neighbors
Playing music, practicing yoga,
blogging, cooking, entertaining
From silly to scientific
My Message Map The Landscape
Your Response
Capitalize on proven, best
practices
Tap experts, internal & externalStudy the
competition, the consumer and the
marketplace
How?
How?
What Else?
Now you try it!
First steps
• Identify your strengths (and weaknesses)– Define what your bring to the market place– Make it ownable– Make it interesting– Make someone want to know more
Consider the landscape• What about the
marketplace sets up your own unique offering?
• Competitive environment?
• Changing communication landscape?
• Lack of creativity?
And in response to that, you…
• Do or bring what?– Insight– Skills– Experience– Interest or enthusiasm or desire
• How do you do it or bring it?
One Last Thing…
• If someone were to ask you: what else should I know? – What’s that last statement that makes you
unique?• Outside interests?• Multi-lingual?• Educational creds?• Future goal?
THANKS FOR PARTICIPATING
Questions?