“ The single biggest problem with communication is the illusion that it has taken place”

COMMUNICATIONS STRATEGY

Define your Route to market

Communication Map:

CHOICE

Make a choice to define your route to market.

Keeps it simple. Keeps us focused.

Generally no more than 3.

communications Brand  Awareness  Evolu0on  

Unestablished  Prompted  

Brand  Awareness  Unprompted  

Brand  Awareness  Preferred  Brand  

High  awareness  of  brand,  and  

values    

“Hi  my  name  is”  

“What  we  do”  

“The  0cket  to  the  game”  

KEY  DIFFERENTIATORS  

“Why  me  …”   NICHE  DIFFERENTIATORS  

PR  and  Issues  and  opportuni0es  driven  

Brand

Product Offering

Hygiene Factors

Communicate Differentiators

Highlight USP’s

messaging weighting

Key Variables - Share of voice (Advertising Investment vs Clutter) - Target market characteristics - How established is the product in market place - Uniqueness of offering

communications Brand  Awareness  Evolu0on  

Unestablished  Prompted  

Brand  Awareness  Unprompted  

Brand  Awareness  Preferred  Brand  

High  awareness  of  brand,  and  

values    

“Hi  my  name  is”  

“What  we  do”  

“The  0cket  to  the  game”  

KEY  DIFFERENTIATORS  

“Why  me  …”   NICHE  DIFFERENTIATORS  

PR  and  Issues  and  opportuni0es  driven  

Brand

Product Offering

Hygiene Factors

Communicate Differentiators

Highlight USP’s

messaging weighting

BRAND  AWARENESS  

BRAND  LAUNCH  

BRAND  BUILDING  

Key Variables - Share of voice (Advertising Investment vs Clutter) - Target market characteristics - How established is the product in market place - Uniqueness of offering