Presentation on theme: "B2B PRODUCT MESSAGING: IN 60 SECONDS OR LESS: WHAT DOES YOUR PRODUCT DO, AND WHY SHOULD I CARE? THURSDAY, MAY 16, 2013 6:15 P.M. Sadhana Joliet Director."— Presentation transcript:
B2B PRODUCT MESSAGING: IN 60 SECONDS OR LESS: WHAT DOES YOUR PRODUCT DO, AND WHY SHOULD I CARE? THURSDAY, MAY 16, :15 P.M. Sadhana Joliet Director of Marketing EarthLink Business Davida Dinerman Director Schwartz MSL Boston
WHY SHOULD I CARE? HOW TO MAKE THE MESSAGING STICK?
DRINKING THE KOOL-AID Good messaging is only as good as what you do with it. It isnt meant to be kept in a folder in a drawer. Use it internally and externally. It is the basis for excellent media and analyst relations. Media relations ensures the messaging is truthful, relevant and sticky.
DRINKING THE KOOL-AID Internally Employees Board of Directors HR/recruiting These people are important because they will be your spokespeople.
ANYONE OUT THERE? Externally: Partners Prospects Shareholders/investors Customers Advertising These people will be receiving the message. They can tell you if it is resonating or not. Get the message out through strategic communications Media relations – both professional and social media Analyst relations
TEST THE MESSAGE Live with it for two weeks before going into production Run it by the BOD, analysts and customers to validate Pitch to reporters. They are great benchmarks too, since they want pithy, exciting and relevant stories. Develop media training to help get the kinks out Develop the Q&A with media training If youre taping, a transcription will get you very, very far Lot of work, but you will use it for the life of the account
TEST THE MESSAGE You know the message is solid when.. People stop asking the basic questions about what the product is, what it does, differentiators and if it is right for them. You can move to higher level discussions about the applications and benefits to their business. It becomes easy to develop marketing materials, presentations, website content, media pitches, press releases, sales materials. It speaks to a clear market need and can be easily adapted to different audiences and communication channels.
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS Train the people who will be speaking with target audiences for: Major product/service launch Acquisition Partnership Investor relations Industry analyst relations Create a good set of tools to use. All of this is wrapped around strategic communications.
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS An aside on strategic communications. Do you need an outside firm to: Support the marketing director of VP, who doesnt have the time or expertise to handle the public relations function Provide extra manpower to execute specific campaigns or long-term company programs Know what will resonate with the media and can help execute on the messaging Serve as an objective third-party Because you are busy enough as it is.
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS THE STORYSHEET
SPREAD THE WORD
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS Key terms Hot trends Web site content SEO Press releases Speaking submissions Customer-facing.ppts Award submissions Product reviews Interview briefing materials This segues into the world of…
SOCIAL MEDIA Key considerations: Do not activate a social media channel just because its there Do not use a social media tactic just because it is there Social media tactics are not effective without a steady stream of optimized content Messaging enhances the content.
You are not going to regurgitate messaging onto Twitter, but the messaging will help guide you to what you should be posting. One simple example is posting a press release to Twitter. The release included messaging and key word links. You can also post links to a company blog, which could include some aspect of company messaging. Post articles on Twitter, Facebook LinkedIn, for which a company spokesperson talked with a reporter… and might have used company messaging.
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS Article title: harmon.ie aims to close the mobile gap in Office 365 Tweet: harmon.ie 4.0 Means (Mobile) Business for Office CMSWire - CMSWire bit.ly/15LjHkQ | Newsbit.ly/15LjHkQ Tag: harmon.ie, the user experience company for the mobile enterprise, Press release header: harmon.ie brings Office 365 to the Mobile Enterprise
SPREAD THE WORD THROUGH STRATEGIC COMMUNICATIONS Tag: PatientPoint®, the leader and innovator in care coordination solutions that drive engagement with patients and providersPatientPointcare coordination Press release headline: Leading Medical Homes, ACOs and Integrated Delivery Systems Select PatientPoint® Care Coordination Platform for Population Health Management Articles: 3 Simple Ways Hospitals Can Engage Patients in Their Care Accountable Health Care: Shifting the Focus to Prevention
A WORD ON MEASUREMENT Messaging>PR Reporters understand material in a press release or pitch & want to write about it. Spokespeople nail interviews. You see a spike in website traffic. Speaking presentations are accepted. You win awards. You see increased activity on Twitter, Facebook and other social media channels Share of Voice increases. Prospects recognize your name. The ultimate goal is to make the phones ring.