10/4/2012 1

Developing Your Core

Campaign Messaging

Kat & Mouse Co.

Internet Marketing Services

10-4-12

10/4/2012 2

Agenda

Introduction

Segmenting And Targeting Your Audience

Developing Overall Competitive Positioning

Developing Overall Messaging Framework

Defining Your Campaign-Specific Target Audience, Positioning, & Messaging

Sales Funnel – Which Calls-to-Action To Choose

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What is Messaging, and Why Do I Need It? Every time you say anything to any customers – you’re purveying a

message about your offering

Messaging Language lets the person receiving the message know something about how your offering will help them, why they should choose you over other similar offerings elsewhere, and/or why the offering is worth spending money on.

You don’t want to have each statement you say to a particular customer to be different depending on where the statement is made, who wrote the copy, or how much space they have the write it.

Instead…. messaging should be consistent every time you talk about a particular product or service.

Introduction

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Segmenting And Targeting Your Audience

Depending on the types of people you are wanting to get a response on, you should say different things about your company.

Segment your potential audience by need, not by demographic. For example: Male segment v. female segment Age of prospect Level of Technology Savvy Amount of money they expect to spend

Once you’re done segmenting, pick a target group that will consist of the people most likely to buy your product or service

Then, everything you say should be framed in a way that will attract that segment No need to spell out the description of the segment in your text OK if other people not in that target group are also attracted to what you’re

saying

Often on product or service will have more than one target segment

Developing Overall Competitive Positioning

Once you know the group you want to attract, consider all

other offerings on the market they will look at when decided

what they buy

Are there other companies that make the same thing?

Are there other distributors that sell similar items at a lower price?

Is the same offering available at a location closer to the

customer?

Can the customer get something similar on Sale elsewhere?

Once you know what the likely alternatives are, create a

comparison chart showing the how the choice vary on key

decision-making criteria.

Your Dress Shop High S, M, L, XL Natural Fabrics Only:

Cotton, Wool, Silk

Dress Shop Across Town Higher Same + Plus Sizes Mostly Rayon & Cotton

Department Store Dresses

Lower, + Frequent Sales Same + Juniors, Petites,

Plus Sizes Natural, Rayon,

Polyester

Bargain Store Dresses Always Lower Some Dresses Not In

Every Size Fewer Silk & Wool

Dresses Online Lower, but Pay for

Shipping All Sizes Can’t Feel Fabric

Dresses at Summer Fairs Lower S, M, L, few XL Each Vendor Specializes

in 1 or 2 Fabrics

Developing Overall Competitive Positioning

Developing Overall Competitive Positioning

Then Create a Two-Axis Chart and Place your Company on

That Chart Where You Are Now

And Where You Want to Be, if It’s a Different Place

Then Place Your Competitors Where They Belong

Price

Our Company (E.g., REI)

Durability

Dept. Stores

(E.g., Macys) Bargain Stores (Ross)

Develop Messaging Framework

Our Saratoga Dress Shop Offers Exclusive, European, Boutique Brands for the Well Dressed Woman

Dress Well: Best Place for Luxury

Fabrics Like Cashmere, Wool, Silks, Travel-Easy

Rayon

Be Fashionable: Best Place to Find the

Lasted Refined European Styles and Trends

Have A Relaxing, Fun Shopping Experience.

Get Great Service!

Come with Your Friends And Find That Perfect Dress While Having A Fabulous Time

Our Clothing

is All Made in

Europe By Hand

We Guarantee All Our Clothing Against Poor Workman-

ship

Largest Selection of Silk Blouses in the Bay

Area

Find a Full Line of Brands

Like Harrods's

and Burberry

Large Selection of

Hats, Gloves, and Scarves

for Every Occasion

Frequent Trunk Shows Featuring the

Latest Seasonal Trends

Sit Down, Drink a Glass of Wine or Team,

and Take Your Time

Our Staff Members will Help You Pick

Out and Coordinate

Outfits

Spend the Afternoon

with Friends Listening to Quiet Music

and Enjoy Large

Dressing Rooms

Defining Your Campaign-Specific Target

Audience, Positioning, & Messaging

Have A Different Campaign Each Quarter Focused On a

Different Season: Spring, Summer, Winter, Fall

Have Special Pricing Discounts on Holidays

Promote an Event:

Encourages Visits Based on ‘Limited Time Offer’ (LTO)

Trunk Shows by Vendors

Fashion Shows in Partnership with Other Dress Shops,

Restaurants, Charities, or Clubs

Have Special Campaigns based On Extra Services Like:

Free Alterations

In-Home Delivery

Sales Funnel – Which Calls-to-Action To Choose

Based on Where Your Customers Are In the Buying Cycle,

Select From Different Calls-to-Action:

Call for an Appointment

Come to the store on a Certain Day

Join Our Mailing List for Special Sales During the Year

For each campaign/call-to-action selection, be consistent

across all media where that message is delivered:

Email

Website

Social Media

Web Ads

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Conclusion Any message you deliver is more likely to get a response if it has a

single value proposition targeted at a person looking for specific decision criteria

Don’t have different messaging in different places if you’re using more than one type of media

Always include clear calls-to-action that are suited for the place the customers are in their buying cycle

Be aware of what your competitors are saying that might be more attractive