What Message Are You Sending?
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1 What Message Are You Sending? March 21, 2007 Azimuth Marketing Group Steven Katz Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission.
2 What is Messaging? How you describe your business at a cocktail party Logo Tagline Web Site Brochures Advertising How you and your employees dress & speak when representing the firm Your pricing Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 2
3 What is Messaging? The Reason Why Customers Choose You Over The Competition Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 3
4 Why is Messaging Important? Allows your company to stand out quickly in the clutter Clearly articulates the specific value you provide to your customers Guarantees materials are consistent Allows your customers to repeat your strengths to others Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 4
5 Why is Messaging Important? The Reason Why Customers Choose You Over The Competition Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 5
6 Hamilton Horizons Credit Union Messaging Analysis Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 6
7 Hamilton Horizons Old Web Site Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 7
8 Hamilton Horizons Competitor: Bank of America Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 8
9 Hamilton Horizons Credit Union New Web Site Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 9
10 Getting Marketing Right Right Message Positioning Statement & Proof Points Messaging Document Elevator Pitch Company Tag Line Feedback Loop Feedback Loop Action Taken by Prospect/Customer Right Time Right Place Feedback Loop Prospect has Need Prospect is Listening and Hearing Prospect Asks Questions All Employee Communications Web Site Print Advertisement Trade Shows/Events Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 10
11 How Do I Get Started? Start the messaging process with a Positioning Statement 1. Define your market 2. Define your product 3. Define who your customers are 4. Highlight why you are different Start using and testing the Positioning Statement s content Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 11
12 My Challenge to You Start writing your first draft Positioning Statement tomorrow (see page 14 for a template). me a draft by the end of next week (March 30) for a FREE review: Steven Katz Azimuth Marketing Group steven@azimuthmarketing.com No obligations. No strings. Real help Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 12
13 Always be Asking: Why Do Customers Choose You Over The Competition? Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 13
14 How To Build a Positioning Statement The Building of a Positioning Statement 8 Easy Steps Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 14
15 Positioning Statement Structure Who you are: Your Company is a (A) relationship to category that enables (B) target customers to (C) category definition which (D) category benefits. Category is defined in terms of customer need. Why you are different: Customers chose Your Company because (E) customer benefits. Unlike (F) competitive category/companies who/which (G) competitive practice; Your Company offers (H) your differentiators Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 15
16 Step 1: Positioning Statement - (A) relationship to category Who you are: Your Company is a (A) relationship to category that enables (B) target customers to (C) category definition which (D) category benefits. Category is defined in terms of customer need. (A) Relationship to category: Define the Category and your relationship in it. For example: Graphic Designer Design Firm Marketing Consultant Advertising Agency Marketing Agency Sales Consultant Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 16
17 Step 2: Positioning Statement - (B) target customers Who you are: Your Company is a (A) relationship to category that enables (B) target customers to (C) category definition which (D) category benefits. Category is defined in terms of customer need. (B) Target customers: Who are your target customers? Corporations / Non-Profits / Hospitals Small businesses/ Large Business Individuals Consumer Focused Companies Business to Business focused companies High Tech Companies / Automotive / Manufacturers Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 17
18 Step 3: Positioning Statement (C) category definition Who you are: Your Company is a (A) relationship to category that enables (B) target customers to (C) category definition which (D) category benefits. Category is defined in terms of customer need. (C) Category definition: What products/services do customers typically go to this category of company for? Put yourself in a box to quickly allow someone to understand what you do. Strategy Consulting Sales strategy & plans Marketing strategy & plans Creative services Needs web sites Needs logo Needs brochures Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 18
19 Step 4: Positioning Statement (D) category benefits Who you are: Your Company is a (A) relationship to category that enables (B) target customers to (C) category definition which (D) category benefits. (D) Category benefits: What benefits do these services provide to companies? New web sites New brochures Increased sales Cleaner more professional image Better name recognition Sales support materials More effective marketing More leads Increased sales Category is defined in terms of customer need Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 19
20 Step 5: Positioning Statement (E) customer benefits Why you are different: Customers chose Your Company because (E) customer benefits. Unlike (F) competitive category/companies who/which (G) competitive practice; Your Company offers (H) your differentiators. (E) Customer benefits: What are some of the customer benefits of choosing you? Limited budgets / More resources for dollar Limited expertise / More experience for dollar Unclear direction / Outsider input and clarity Lack of sales / Marketing focused on sales growth Deep Industry Expertise strong banking, high-tech, electronics, software and computer industry expertise Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 20
21 Step 6: Positioning Statement (F) competitive category/companies Why you are different: Customers chose Your Company because (E) customer benefits. Unlike (F) competitive category/companies who/which (G) competitive practice; Your Company offers (H) your differentiators. (F) Competitive category/companies: What other companies or category are competitors? Marketing Consultant Marketing Agency Advertising Agency Graphic Designer Design Firm Sales Consultant Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 21
22 Step 7: Positioning Statement (G) competitive practice; Why you are different: Customers chose Your Company because (E) customer benefits. Unlike (F) competitive category/companies who/which (G) competitive practice; Your Company offers (H) your differentiators. (G) Competitive practice: What services do competitors or others in the industry offer? Strategy Design Branding Expensive services Retainer Consumer Advertising (Radio, TV, etc.) Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 22
23 Step 8: Positioning Statement (H) your differentiators Why you are different: Customers chose Your Company because (E) customer benefits. Unlike (F) competitive category/companies who/which (G) competitive practice; Your Company offers (H) your differentiators. (H) Your differentiators: What do you offer that your competitors do not? Reasonably priced Hourly, Project Based, Retainer Onsite, Offsite, Hybrid Marketing AND Sales focused B2B focus and expertise Lead generation strategy and activities Focused approach and process Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 23
24 Azimuth Marketing Sample Completed Positioning Statement Who you are: Azimuth Marketing is a marketing agency that enables small and mid-size B2B companies to get superior marketing strategy and services which increases sales and company value. Why you are different: Customers chose Azimuth Marketing because customers have limited marketing staffing, budgets and/or expertise. Unlike design firms who only handle creative execution; Azimuth Marketing offers a virtual marketing department that allows full support from strategy to execution of both your marketing and sales needs Azimuth Marketing Group ( May Not Be Publicly Distributed Without Permission. 24
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