Messaging Overview And Framework

1Wave Marketing Group © 2013 | All Rights Reserved

www.gowavemarketing.com

Builds momentum.

Messaging, Positioning And Story Development

Overview & Framework


Wave Marketing

Agenda

Messaging Approach 4 Step Process2Messaging Workshop Tools To Help You Create Messaging3Messaging Framework Capture & Share What It Is4

Messaging Overview Trends That Are Shaping Your Message1


Wave Marketing

“Business Marketing has changed more in the last 3 years, than in the past 30 years” ~2012 CMO, Fortune 500

Marketing Trends: 5 Transformative Changes

New Buyer

Consumerization

SocialScientific(Big Data)

Content, Insights & Ideas

Experiences


Wave Marketing

Trends: The Big 3 Impacting Your Message

Content Is KingLess Is More, and Be Agile

Social Intelligent

Micro Communications:Shorten Time To Market.Be Different, And Evolve

Messaging Is Alive:Listen, Ask, Share, Evolve

Scientific & Big Data:Target, Measure, Refine


Wave Marketing

Trend: Shift To Micro Communications

20 minutes is the average adult’s attention span

The average presentation hasless slides than three years ago.25%

The average keynote is

half the length it was five years ago.

Business leaders grow impatient withemails over

3 paragraphs long.

140 characters A micro blog is

-- its catching on.

And... many more


Wave Marketing

Trend: Shift The Focus Of The Conversation

Less time to monologue

- +More time to dialogue


Wave Marketing

That means moving away from presenter knows all…

Hero Collaborator

Dialogue, Not Monologue


What impact will cause your customers to act?

Message ApproachMaking An Impact


Wave Marketing

First, Understanding The

Role of Messaging & PositioningMessaging Positioning Branding

Long Term & Tone

The Brand Promise – What Do You Stand For2- 5 yearsStrategy

1 - 2 yearsThe Story

Communications1 day to 1 quarterTell The StoryEvents, Activities, Moments

Campaigns1 quarter – 6 monthsTell The Story, RepeatedlyA Series of Events Or Activities


Wave Marketing

Second, Telling Stories

Why stories? It’s how we’re wired

Stories make us feel

Stories make us think

Stories inform

Stories inspire

Stories are memorable


Wave Marketing

What do you want the audienceto DO

What do you want them to THINK

What IMPRESSION do you want to leave of yourself as a speaker?

Telling StoriesUnderstanding The Role Of The Story And How To Engage Your Audience


Wave Marketing

Developthe story - messaging

Packagethe story – structure

Deliverthe story - communicate

Sales

Leadership & Brand

Social

Visual, Graphical and Interactive

Presentation

Written

Spoken

Social

Training & Sales Enablement

Delivery Skills: Presentation Skills, Personal Brand, Writing Skills, Representing Data & Graphical Skills

Test and Validate

The How: A Messaging Approach

1. Understand Your Position

2. Creating UVP:

Provocative Segmented Differentiated Persuasive

3. Ruthless Revision:• Clear, concise, consistent.

• Written and visual.

• …Leads to packaging


Part 1: DevelopMessaging &

Story Development


Wave Marketing



2. Creating UVP:

Provocative

Segmented

Differentiated

Persuasive




Next We Will Go Through The 3 Steps

The How: The Approach


Wave Marketing

1. Understanding Your Position

ProductPosition

(Example: 4Ps, NPI Quadrants)

ProductLifecycle

(Example: Cross The Chasm)

Competition& Differentiation

(Example: Competitive Matrix)

GrowDevelop Launch Establish Mature Extend

StarsRapid growth and expansion.

Question MarksNew ventures. Risky – a few become stars, others divested.

Cash CowsMilk to finance question marks and stars.

DogsNo investment. Keep if some profit. Consider divestment

?

Bubbles represent gross revenues

Low

High

LowHigh

BusinessGrowthRate

Business Strengths

Tech

nolo

gy S

tren

gths


2. Creating UVP


BeProvocative Offer something new or unexpected


Wave Marketing

Get your audience to want to act

How do I get the audience to make it a priority

Offer Insights!!! Not diagnose their problem, and address big rocks – trends, pains, needs

Be strategic, and aspirational, be the trusted advisor and help with planning (collaborator, not hero)

Being Provocative, Being Relevant


Wave Marketing

Source: Challenger Marketing eBook, CEBGet your audience to want to act

How do I get the audience to make it a priority

Being Provocative, Seeking Insights


Wave Marketing

Get your audience to think differently

How do I get the audience to react and act

Get the audience to think differently

Offer Insight Provoke an action - React and

act, getting the audience to react and act to your value proposition

Create A Big Idea


Resonate with your audience

BeSegmented


Wave Marketing

Know your target segments.

Know where your value proposition fits.

Defining Your Segments

Industry & Market(including global

perspectives)

Organization(including size, and

structure)

Personas(including buyers, and

influencers)

Target Market Segments Role Segments


Wave Marketing

Target Market Segmentation

The purpose of the Target Market Segment is to help companies identify and focus resources on the highest-value market segments and limit go-to-market risk.

1

2

34

5

1 Understand Customer Needs

2 Group Customers by Needs. Create Segments

3 Map Groups/Needs To Value Propositions

4 Identify Most Valuable Segments

5 Develop Unique Go-To-Market Strategies by Segment


Wave Marketing

OrganizationChallenges

Benefits

Glide PathDay-in-the-LifeEvents

Role

External Market Drivers Trends

Know the buyer, influencers, and participants

What will resonate with your audience and the whole?

Example Roles

Business Decision Maker

Technical Decision Maker

End User Decision Maker

Role Segmentation


Wave Marketing

1

2

3

4

5

6

7

Nancy Duarte, slide:ology

What are they like?

Why are they here?

What keeps them up at night?

How can you solve their problem?

What do you want them to do?

How might they resist?

How can you best reach them?

Example questions to understand the role


Wave Marketing

Key Tasks: Works with line of business to identify and implement key technology applications to support their objectives. Needs to align with corporate IT and IT standards and efficiencies.

Characteristics

Average Demographic 25-35 (typically male)

Life & Likes Single, no kids, consumer tech geeks, committed to work, Arts degree, with multiple course in creative software packages. Loves digital photography and other forms of personal expression of art. Works late. Likes being recognized as creative and innovative. Follows trends and like to be a bit ad vanguard. Loves technology and gaming, loves their Apple products.

Information Sources Prefers online vs magazines / newspaper. Technology review sites (Techcrunch, Gizmodo, CNET). Looks for technical detail (whitepapers). Keeps active on social media sites (blogs, twitter,…)

Work Style Typically PC. Desktop. Lives in project and status based applications/ tracking tools (Visio, PPT). Hosts and manages project meetings. Not on the phone very much. Uses Outlook to document action items. Active on Social media sites (Twitter, Blogs). Use Webex and Video web cams.

Buying Behavior Researches online, references customer reviews, blogs, peers. Must be really convinced and knowledgeable to make a purchase (needs a lot of detail information to feel secure about their decision).

Involvement in Purchase Process Researchers and recommenders. Prides themselves for their technical diligence, takes the time to find holes.

Typical Day Get into work at 9:30.Go to IT news online sites to start the day.Check emails for business issues and escaluationsHave only 1 or 2 meetings a day (project reviews/ status calls).Typically don’t get to too many outside events.Go home watch TV, play online video games, do extracurricular coding.

Example Profiling: Personas

27Wave Marketing Group © 2013 | All Rights Reserved 27

SeekDifferentiationUniquely YouThe most important element. Customers have choice and you need to be

different.


Wave Marketing

Create competitive advantage

What is my unique position from other choices?

Competition

Industry Analysts

Customer Pains & Market Drivers

Unique Capabilities & Advantages ONLY By You

Where do you find differentiation


Wave Marketing

Apply Positioning To Differentiation

ProductOffering

(Example: 4Ps)

ProductLifecycle

(Example: Cross The Chasm)

GrowDevelop Launch Establish Mature Extend

StarsRapid growth and expansion.

Question MarksNew ventures. Risky – a few become stars, others divested.

Cash CowsMilk to finance question marks and stars.

DogsNo investment. Keep if some profit. Consider divestment

?

Bubbles represent gross revenues

Low

High

LowHigh

BusinessGrowthRate

Competition& Differentiation

(Example: Competitive Matrix)

Business Strengths

Tech

nolo

gy S

tren

gths

Features Benefits Sales

Channels Price Delivery

/Services Business

Practices


Step 4: PersuasionBring It Together

Create a message that persuades a behavior change


Persuade ≠ Fight


Wave Marketing

If you frame things correctly, you can make your opposition look extreme – and no one likes extremes.

1 Know what you want to achieve

Choose the issue

Make your choice acceptable

2

3

Persuasion: frame to your advantage


Wave Marketing

Elements of Persuasion: Know as Rhetoric

Audience Framing AppealsWhat appeals you can use to persuade.

How to frame argument to youradvantage.

How to resonate with youraudience.


Wave Marketing

Persuasion

Rhetoric: The Art of the Argument – The Framing & Appeals

What we can learn from the masters?


Wave Marketing

ETHOS

PATHOS LOGOS

Credibility

Trustworthiness or reputationTone/style

Logic

Reasoning Evidence (stats/facts)

Emotion

Emotional or imaginative

impactStories

Framing and Appeals


Wave Marketing

Persuasion, proof and the customer (brand) promise

How do I convince the audience to think differently? Reframing

TYPICAL PROOF

Customer Success

Industry Analysts

Awards & Corporate Facts

Thought Leadership

Rhetoric, Reframing and Aristotle

ETHOS

PATHOS LOGOS

Credibility

LogicEmotion

Framing and Appeals


Wave Marketing

Credibility

Emotional Audience

Analytical Audience

Use All Three – Your Audience Will Shapes The Weighting


Wave Marketing

Emotion

Story

Metaphor

Question

Slow reveal

Shocking statement

Invitation to marvel

Humor

Surprise

Logic

Features

Benefits

Data/Evidence

Logical Arguments

Proofs

Examples

Case Studies

Exhibits and Props

Credibility

Decorum

Qualification

3rd party endorsement

Demonstration

Impartiality

Title, position

Knowledge display

Common ground

Examples of using rhetroic


You can persuade someone with logic, but to get them out of their chair, you need to stir

emotion.

Emotion wins!


Wave Marketing

To stir emotion, tell a great story

Clear purpose = strong content = great storyAppealing To Your Audience – know them

• Remember – what will they recall?

• Act – what will they do?

• Feel – how will they feel?

• Think - about what?

• RAFT – easy to remember and memorable

Source: EQuipe Communications


Wave Marketing

How to prepare your story

Audience

Who’s in the audience? What’s their level of knowledge? How might they resist? What keeps them up at night? How can I personalize?

What’s in it for them?

What’s your

point B?What do you want the audience to do or think?

News, events

to factor in

What’s happening in the world? Regulation, news event, competitive move…

Arguments/appeals to

make your point

Logic: stats, facts, reasoningCredibility: sources, tone style, endorsementsEmotion: stories, anecdotes

How will you deliver the story?

Paper? Presentation? Conversation? What setting are you working with? What AV do you have available? Formal? Informal?

Jerry Weissman, Presenting to Win

Question1

Fact2

Retrospective/Prospective3

Anecdote4

Quotation5

Pithy saying6

Analogy7

Hook Your Audience


Wave Marketing

Create A Story Flow

Modular1

Chronological2

Opportunity/Leverage3

Problem/Solution Use A Story Board4

Argument/Fallacy5

Compare/Contrast6

Numerical7

Use A Book-End

End like you began…do it quickly


Wave Marketing

Example: Story Flow & Persuasion The Challenger Sale Reframe


Wave Marketing

1 Share your experience

Demonstrate you know the issue

Show more interest in them than you

2

3

Anchor your story on creditability

Establishing creditability


Wave Marketing

Lastly, logic helps to take action

Logic can help them take action


Wave Marketing

Reality,More Art Than

Science


Wave Marketing

Summary: 5 Steps in Messaging

Best Practices

• Create a process

• Have a framework

• Use Outside-Insight

• Always Strive To Be Different Differentiate, Differentiate, Differentiate

• Present A Big Idea Provoke, Be Relevant

Your Position Provocative Segmented Differentiated PersuasionBinging It Together


Messaging & StoryDevelopment Workshop

Lets Get Started. Jump In.


Wave Marketing


Packagethe story – structure

Deliverthe story - communicate

Sales

Leadership & Brand

Social

Visual, Graphical and Interactive

Presentation

Written

Spoken

Social

Training & Sales Enablement

Delivery Skills: Presentation Skills, Personal Brand, Writing Skills, Representing Data & Graphical Skills

Test and Validate the story

Messaging Development Process


2. Creating UVP:

Provocative Segmented Differentiated Persuasive





Wave Marketing

Example: Messaging Process Flow

PRE-KICKOFF

WORKSHOPSTORYBOARD& MESSAGE

FRAMEWORKVALIDATE FINALIZE

Gather Test & Refine Develop External Story & Visual

• Team Formation

• Team Box

• Kickoff & Methodology Review Meeting

• Project Timeline

• Market Scan

1.Presentation – Method, RACI & Timeline

2.Presentation – Market Overview

3.Sharing - Dropbox

• Workshop

• Messaging Process & Templates

4.Presentation – Workshop Documented

5.Workshop Templates

• Storyboarding Review & Approval

• Messaging Documented

6.Presentation – Storyboards

7.Word Document – Messaging Framework

• Interviews: customers, analysts, internal, partners

8.Word Document – Summary of Findings

• Scripted and recorded: Customer Presentation & Internal Presentation

• Supporting Infographics & Images

• Sales Brief/ At-a-glance

• Visual Library & Connected Messaging

9. Presentation – Customer, Internal, Media Library

10. Interactive Pdf – Sales At-a-Glance

11. Webex Recordings

DELIVERABLES


Wave Marketing

Example: Typical Workshop Agenda

10:00am – 10:30am Initiative Overview, Agenda Review and Key Storyline and Messaging Development Principles

10:30am – 11:30am External Tends, Pressures and Drivers Impacting Federal Organizations

11:30am – 1:00pm The Advantage

1:00pm – 2:00pm LUNCH BREAK

2:00pm – 4:00pm The Reframe / Commercial Insight

4:00pm – 6:00pm Audience Storyline Messaging

9:00am – 9:30am Day 1 Recap and Day 2 Overview

9:30am – 11:45am Solution Portfolio Definition

11:45am – 11:55am Action Planning

11:55am – 12:00pm Closing

Thank you

Day 1: Day 2:


First Step:Creating UVP


Critical inputs to UVP

Key trends or business drivers

Challenges or pains

Unique markets or verticals

What is keeping your customers awake at night?

Part 1: 90 minutes


Sticky Notes

Exercise 1 - Trends: 60 minutes

Please write a complete legible phrase describing only ONE trend impacting customers. (We will need to review this later)

• Please write in “print” versus “cursive”

• Write both technical and business trends, and pains

• Identify trends that matter to our audiences


• A change…something that is increasing or decreasing

• External to the organization…creating pressure for the organization to change

• Relevant to them / how we can help them

What is a trend?

What is or should be keeping your customers awake at night?


Example

Exercise 1 - Trends: 60 minutes

Rising ‘NextGen” worker expectations.

Mobile access, their choice of device and apps to work in the way they want to.






Insights: What would the customer appreciate learning/knowing about in relation to the key trend? Would they value the insight? Would they say “wow” or “yikes”?

• Facts on surprising magnitude of trend/how the trend is impacting organizations

• Unisys and/or market unique perspectives• Provocative statements that would get your

customer to say “wow” or “yikes”)

Exercise 1.1: Identify or Seek Insights


Top 3 customer challenges

Challenges


Challenges by segments

Challenges


Exercise 2: 30 minutes

Outline the big challenges for three different audiences:

Business Decision Maker

Technical Decision Maker

End User Decision Maker


Wave Marketing

Challenge Impact/ Use Case Impact/ Use Case Impact/ Use Case

Template: Decision Maker Challenges – Top 3(Example: Business, Technical, End User)


Exercise 3: Differentiation

Competitive Review & Market Scan

Collective Discussion


Exercise 3.1: 60 minutes

Competitive Positioning

Strengths

Weaknesses


Wave Marketing

Differentiation Isolation Map

Summary mapping showing the differentiation in messaging versus competitors. According to two key value vectors.

Reduce Cost & Create Efficiency

New Ways To Operate

Accenture“Federal Cloud, Business Strategy”

Commercial Focus Government Focus

CSC“Clouds, ACE Factory”

Cognizant“New Workplace - SMAC”

CGI“Secure Clouds, ERP, Security”

Lockheed Martin“Cloud, Professional Srvcs, Fed Focus”

SRA“Agility, Engineering, Cloud, Mobile”

Booz Allen“Efficiency, Cloud, Analytics”

Example(Key points of

messaging differentiation:

reason to move to the cloud, and

marketplace focus)

IBM“Federal Cloud, Federal Analytics, Security”

SAIC“Secure Clouds, ERP, Security”


Part 2: Mapping Message ToSolution Portfolio


Wave Marketing

Solution Definitions

Whole solution Visual solution Naming principles



Relook At The Portfolio:

Create a sketch(es) of how you would like to visually represent the portfolio


Bring it all together and have have the audience

thinking in new ways.

Persuasion


Wave Marketing

Example: ChallengerTM Sale Reframe



Reframe New way vs. current state “Only” Your Company Associated Benefits

Emotional Impact If they don’t do it…Barriers and

consequences

Link to Creditability/ The Hook Key Trends Key Challenge


Review

Situation/ Dilemma

Cost of Dilemma

Resolution/ Reframe

The Benefits

Start Here

WarmerBuild Credibility

Big Trend

Qualify, QuantifyImpact

Think DifferentlyUnisys Advantage

Benefits& Proof


Example

Applications

The Dilemma The Resolution

The Cost The Benefits

Complex connections

Disconnected Users

Disconnected Oversight

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Constituents

Applications

IT staff

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ProofFinding evidence


Wave Marketing

Persuasion and proof are based on ethos, pathos, locos

Focus on areas of value to the customer – How service meets a need – Bring out emotion involved with evidence

Determine relevant supporting data– Success Stories– Independent Validation: studies, quotes/testimonials, videos, case

studies, white papers, statistics, facts, analogies, examples, expert opinions

– Vendor leadership

What Kind of Evidence



List Your Proof

Customer Success

Industry Analysts

Awards & Corporate Facts

Thought Leadership


Wave Marketing

Component Explanation Evidence

Table Exercise: Unique Proof


Presentation SummaryBookend your story



Creating a summary/ recap

Story in a nut-shell

Link to Creditability/ The Hook – Bookend

Key Trends

Key Challenge

Drive to next steps, a point of action


Capturing & Sharing MessagingAcross The Organization

The Messaging Framework& Storyboarding


Wave Marketing

Core Framework Components

Big Idea Provoke the audience, be relevant, and ensure differentiation.

Unique Value Prop Competitive, and differentiated offering, with specific value and benefits received.

Trends Trend A Trend B Trend C Trend D Trend E

Challenges Challenge A- Support Points

Challenge B- Support Points

Challenge C- Support Points

Customer Benefits Benefit A- Support Points

Benefit B- Support Points

Benefit C- Support Points

Visual & Though Leadership

Point A- Evidence

Point B- Evidence

Point C- Evidence

Point D- Evidence

Point E- Evidence

Competition Competitor 1- Unique offering

Competitor 2- Unique offering

Competitor 3- Unique offering

Solution & EvidenceSolutionsCategory A: A, B, CEvidence

ProductsCategory A: A, B, CEvidence

ServicesCategory A: A, B, CEvidence


MessagingFrameworkTemplateExampleSolution Name

Big Idea: Value Proposition Tagline & Big Idea StatementLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

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Power Positions:Key Value Proposition

Three key, and supporting positions

• Position 1• Position 2• Position 3(details on next page)

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Visual Message• Integer tempus est et elit ornare mollis.• Praesent auctor tortor vel leo tincidunt vulputate.• Fusce adipiscing ligula laoreet nisl molestie, et pretium dui dignissim.

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KEY PILLARS(3 Power Positions)

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KEY CUSTOMER CHALLENGES

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KEY MARKET TRENDS • Ut auctor libero a lorem euismod porttitor.

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AUDIENCE Primary Influencer

Business Leader End User Leader Line of Business Champions Business Analyst/ Tech

Technology Leader Business Leader IT management, asset management

Technology Leader Business Leader Application Management Infrastructure Management


SERVICES PORTFOLIO(Key Offerings Positioned)

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KEYCAPABILITIES & SOLUTIONS

COMPETITORS

EVIDENCE(Why Is It Better)


Market Timing – Finding The Waves To Ride (Messaging Timing)

CustomerEnvironment

Annual Planning, Budgeting & Kick-off

Government Buying Cycle First Big Win Q4 RFP Selection

IndustryEnvironment

• TechEd • Enterprise 2.0 • Windows 8 BETA

• Competitive Launches • Partner Launches• Gartner Itxpo – Oct 21

• Partner or Industry Launches

Campaign FocusQ1 Q2 Q3 Q4

Soft Launch Build Leads, First Calls Customer Wins High Impact Launch

ACTIVITIES

Awareness, Demand Generation,

Social Media

Sales Enablement


Storyboard &Presentation Flow


Wave Marketing

Storyboarding Process – 16 slide presentation

The 4: "The Core”Use the 4 quadrant technique to characterize: The 16: "The Full Story“

1. The Dilemma2. Costs of Dilemma3. Resolution (Think Different/ Reframe)4. Benefits

1. The Hook – opener to set the stage, grab their attention, and foreshadow the resolution

2. Warmer – trends: 1. to establish creditability, 2. to clarify big problems and needs (why we are here, why we have the right to be working with them – potentially customer problems to help with the set-up)

3. Warmer – challenges: 1. Segmented to appeal to unique audience, 2. To establish it's an organizational-wide problem

4. Dilemma5. Costs6. The Pivot, Net-out the Dilemma and introduce a new way of thinking7. Resolution8. How The Resolution Works, More Depth9. Benefits10. Commercial Insights – Challenge the customer to Really Think Differently

and "Commit" to the benefits11. The Rescue – The approach and benefits of new way12. The New Way, (Solution) – The Offering13. The Proof – Typically a customer story14. The Differentiation – State the unique strengths and why ONLY Unisys15. The Summary – The bookend, tie back to the hook, and restate the

resolution16. The Call To Action – a next step

The 8: "The Story" Expand the quadrant to fill-in the persuasion:

1. Dilemma2. Costs3. The Pivot, Net-out the Dilemma and introduce a new

way of thinking4. Resolution5. How The Resolution Works, More Depth6. Benefits7. Commercial Insights – Challenge the customer to

Really Think Differently and "Commit" to the benefits8. The Rescue – The approach (and benefits of new way),

and a way to tie the resolution to the unique value the company


Wave Marketing

The Dilemma The Resolution

The Cost The Benefits

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The Core, The Reframe – written out helps


Wave Marketing

The Dilemma The Pivot Resolution Details Commercial Insights

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The Cost The Resolution Benefits The Rescue

The Fuller Value Proposition - 8 slides storyboard


Wave Marketing

Kick Start Your 2014 Initiatives

Wave Marketing Offerings

Marketing Assessments

Messaging & Positioning – including portfolio definition and Infographics

Selling & Buying Enablement

Creative Services

Campaigns

Marketing Training & Tools

Wave Marketing Methods

Outside Insight – research, validation and justification. Combine both internal with external viewpoints

Big Idea Discovery – compelling and unique big idea messaging

Breakthrough Creative – unique experience and interactive

Marketing Mix Framework, Marketing Skill Development

WMG Tools Free For You:

Messaging & Positioning Framework, Workshop Templates

Momentum Marketing ApproachMarketing Mix & Dashboard

Launch & Campaign Plan

Customer & Sales Engagement Plan- Including customer collateral and sales tools

Content Marketing / Social Media Plan


What’s Your Path Forward


Builds momentum.

Messaging Overview And Framework

Technology

wave marketing group

messaging story development

story messaging package

story communications

story events

story structure

is4 messaging overview

presentation skills