create compelling marketing messaging and positioning
DESCRIPTION
Tips on how to promote your business. Learn about brand essence, product messaging, and positioning statements. Slides from a class taught by Adam Berrey at Intelligent.ly's Boston campus.TRANSCRIPT
Preaching the Good Word Startup Blender Chalk Talk #9
By Adam Berrey | [email protected] | startupblender.com
Introductions
Your name
Company name and description (1 sentence)
1 thing you want out of the workshop
Favorite desert
Building a Business Strategy
1. What do your Customers “Need”?
4. Target Market
5. Product Functionality
7. Pricing & Editions 9. Positioning &
Messaging
10. Customer Acquisition
6. Ecosystem & whole product
12. Services & Support
11. Sales Channels
8. Competitive Strategy
2. User Discovery
3. Customer Discovery
2 Core Tools
Brand Essence Product Messaging Brief
Special
Spike
Standard
unique
different & better
cost of entry
What about the world is changing that makes us necessary?
What do we promise to customers at the most fundamental level?
Vision
Promise
Attributes What makes us distinctly valuable to our customers?
Personality If we were a person what would be like?
Style How would we present ourselves to the world?
Emotion
Brand Essence
Special
Spike
Standard
Performance
Technical Exel. Innovation
Style
Quality, price, ethical, etc.
Personal fitness movement
Achieve your athletic potential
Vision
Promise
Attributes
Personality Positive Intense Driven
Style In our workout gear
pushing our self to excel. Emotion
Brand Essence: Nike
What is it about the world that is changing?
Why should we care? Why does this matter? Why should you even bother to exist?
Vision
At it’s core, a brand is a promise of value
You full fill that promise in every customer interaction As your customers you have to keep earning our trust
Promise
Attributes
Special
Spike
Standard
unique
different & better
cost of entry
A brand is associated with a set of attributes. These are all reasons we should choose this brand over another.
Emotion
Personality & Style
Case Study: IntraLinks
Special
Spike
Standard
Intelligent Control
Agility Trust
Service Solutions
Scalable, reliable, secure, SaaS, easy, high-performance, global
The Extended Enterprise
Successful collaborations between businesses
Vision
Promise
Attributes
Personality Committed to Relationships Serious & Professional Resourceful & Pragmatic Self Confident
Style In a suit working with our sleeves rolled up and jacket on the back of the chair.
Emotion
IntraLinks Brand Essence
What is the name of the product?
What category does the product fit into?
Name
Category
Benefits
Differentiators
Product Messaging Brief
What are the 3-4 key statements benefits?
What are the 1-3 ways you are different than the competition?
Positioning What is the positioning statement?
25 Word One easy to say sentence that describes what you do in 25 words or less.
Eponymous is good.
Name
Category
Makes sense of complexity
Allows compare and contrast Shows scale and value Create, challenge, modify or disrupt
Rich Internet Applications
Online Video Platforms Social Networks
Benefits
Make three lists.
TribeHR Benefit Messages
Needs Attract talent Retain talent Great workplace Great culture Reduce hassle Ensure compliance Get automation
Features Recruitment Module Kudos & Social People Profiles Time tracking Payroll Automation Performance reviews
Build a culture of success
Build the best team
Focus on what matters
Differentitors
What makes your product or service different than the competition?
Social
Positioning Statement
For... (target customers)
Who… (statement of need and opportunity) The (product name) is a (product category) That… (most compelling reason to buy)
Unlike… (primary competitive alternative)
Our product… (Key differentiator)
For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real-time. Unlike other solutions, TribeHR is built for the social media era.
TribeHR Positioning Statement
25 Words
One sentence Plain English Easy to say Understandable
TribeHR provides SMBs with online HR software that helps them manage every aspect of HR and build a great company culture.
TribeHR 25 Words
TribeHR
Social HR Software
Name
Category
Benefits
Differentiators
Product Messaging Brief
Build a culture of success Build the best teams Focus on what matters
Social
Positioning For small and medium businesses who are passionate about their people, TribeHR is a social HR software that helps companies create great corporate cultures in real-time. Unlike other solutions, TribeHR is built for small business and the social media era.
25 Word TribeHR provides SMBs with HR software that helps companies build great cultures and eliminates the hassle of HR paperwork.
Brightcove
online video platform (OVP)
Name
Category
Benefits
Differentiators
Product Messaging Brief
Comprehensiveness Leadership Productivity Flexibility
Comprehensive
Positioning
For media companies and marketers who need to publish quality online video, Brightcove is an online video platform that provides everything you need to deliver great video experiences, unlike point solutions, Brightcove provides a compressive set of capabilities.
25 Word Brightcove is an online video platform that is used by media companies, businesses and organizations worldwide to publish and distribute video on the Web.
Exercise
How likely are you to recommend this workshop to a colleague or friend?
0 1 2 3 4 5 6 7 8 9 10 Not likely at all
Extremely Likely
Preaching the Good Word Startup Blender Chalk Talk #9
By Adam Berrey | [email protected] | startupblender.com