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What's new, and today's big impacts on marketing. A how to approach to develop messaging and positioning. Also enclosed is a messaging framework tool.
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1Wave Marketing Group © 2013 | All Rights Reserved
www.gowavemarketing.com
Builds momentum.
Messaging, Positioning And Story Development
Overview & Framework
2Wave Marketing Group © 2013 | All Rights Reserved
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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
3Wave Marketing Group © 2013 | All Rights Reserved
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“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
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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
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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
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Trend: Shift The Focus Of The Conversation
Less time to monologue
- +More time to dialogue
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That means moving away from presenter knows all…
Hero Collaborator
Dialogue, Not Monologue
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What impact will cause your customers to act?
Message ApproachMaking An Impact
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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
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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
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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
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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
13Wave Marketing Group © 2013 | All Rights Reserved
Part 1: DevelopMessaging &
Story Development
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Developthe story - messaging
1. Understand Your Position
2. Creating UVP:
Provocative
Segmented
Differentiated
Persuasive
3. Ruthless Revision:• Clear, concise, consistent.
• Written and visual.
• …Leads to packaging
Next We Will Go Through The 3 Steps
The How: The Approach
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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
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2. Creating UVP
17Wave Marketing Group © 2013 | All Rights Reserved
BeProvocative Offer something new or unexpected
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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
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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
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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
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Resonate with your audience
BeSegmented
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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
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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
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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
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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
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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
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SeekDifferentiationUniquely YouThe most important element. Customers have choice and you need to be
different.
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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
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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
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Step 4: PersuasionBring It Together
Create a message that persuades a behavior change
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Persuade ≠ Fight
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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
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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.
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Persuasion
Rhetoric: The Art of the Argument – The Framing & Appeals
What we can learn from the masters?
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ETHOS
PATHOS LOGOS
Credibility
Trustworthiness or reputationTone/style
Logic
Reasoning Evidence (stats/facts)
Emotion
Emotional or imaginative
impactStories
Framing and Appeals
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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
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Credibility
Emotional Audience
Analytical Audience
Use All Three – Your Audience Will Shapes The Weighting
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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
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You can persuade someone with logic, but to get them out of their chair, you need to stir
emotion.
Emotion wins!
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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
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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
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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
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Example: Story Flow & Persuasion The Challenger Sale Reframe
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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
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Lastly, logic helps to take action
Logic can help them take action
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Reality,More Art Than
Science
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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
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Messaging & StoryDevelopment Workshop
Lets Get Started. Jump In.
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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 story
Messaging Development Process
1. Understand Your Position
2. Creating UVP:
Provocative Segmented Differentiated Persuasive
3. Ruthless Revision:• Clear, concise, consistent.
• Written and visual.
• …Leads to packaging
50Wave Marketing Group © 2013 | All Rights Reserved
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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
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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:
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First Step:Creating UVP
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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
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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
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• 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?
56Wave Marketing Group © 2013 | All Rights Reserved
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.
Rising ‘NextGen” worker expectations.
Mobile access, their choice of device and apps to work in the way they want to.
Rising ‘NextGen” worker expectations.
Mobile access, their choice of device and apps to work in the way they want to.
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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
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Top 3 customer challenges
Challenges
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Challenges by segments
Challenges
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Exercise 2: 30 minutes
Outline the big challenges for three different audiences:
Business Decision Maker
Technical Decision Maker
End User Decision Maker
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Challenge Impact/ Use Case Impact/ Use Case Impact/ Use Case
Template: Decision Maker Challenges – Top 3(Example: Business, Technical, End User)
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Exercise 3: Differentiation
Competitive Review & Market Scan
Collective Discussion
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Exercise 3.1: 60 minutes
Competitive Positioning
Strengths
Weaknesses
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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”
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Part 2: Mapping Message ToSolution Portfolio
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Solution Definitions
Whole solution Visual solution Naming principles
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Exercise 4: 60 minutes
Relook At The Portfolio:
Create a sketch(es) of how you would like to visually represent the portfolio
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Bring it all together and have have the audience
thinking in new ways.
Persuasion
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Example: ChallengerTM Sale Reframe
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Exercise 5: 60 minutes
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
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Review
Situation/ Dilemma
Cost of Dilemma
Resolution/ Reframe
The Benefits
Start Here
WarmerBuild Credibility
Big Trend
Qualify, QuantifyImpact
Think DifferentlyUnisys Advantage
Benefits& Proof
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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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Est et elit ornare mollis.
Ut auctor libero
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ProofFinding evidence
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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
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Exercise 5: 60 minutes
List Your Proof
Customer Success
Industry Analysts
Awards & Corporate Facts
Thought Leadership
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Component Explanation Evidence
Table Exercise: Unique Proof
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Presentation SummaryBookend your story
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Exercise 6: 60 minutes
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
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Capturing & Sharing MessagingAcross The Organization
The Messaging Framework& Storyboarding
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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
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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.
Lorem 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
• Pellentesque non tortor pellentesque, ultricies sapien ac, feugiat mi.• Etiam gravida augue a tortor imperdiet, eget faucibus ante gravida.• Suspendisse vitae enim et lacus placerat condimentum non vitae tellus.
Power Positions:Key Value Proposition
Three key, and supporting positions
• Position 1• Position 2• Position 3(details on next page)
Reframe: Unique & Highly Differentiated Offering 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. Lorem 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 lab.
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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.
Thought Leadership Positions & Opportunities• Lorem ipsum dolor sit amet, consectetur adipiscing elit.• Pellentesque et lectus dapibus purus pharetra tincidunt.• Duis in felis non diam tempor fringilla.
DIFFERENTIATION• Pellentesque non tortor pellentesque, ultricies sapien ac, feugiat mi.• Etiam gravida augue a tortor imperdiet, eget faucibus ante gravida.• Suspendisse vitae enim et lacus placerat condimentum non vitae tellus.
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KEY PILLARS(3 Power Positions)
Position 1• Lorem ipsum dolor sit amet• Pellentesque et lectus dapibus purus
pharetra tincidunt.• Duis in felis non diam tempor fringilla.
Position 2• Lorem ipsum dolor sit ametadipiscing elit.• Pellentesque et lectus dapibus purus
pharetra tincidunt.• Duis in felis non diam tempor fringilla.
Position 3• Lorem ipsum dolor sit amet• Pellentesque et lectus dapibus tincidunt.• Duis in felis non diam tempor fringilla.
KEY CUSTOMER CHALLENGES
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• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.
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dapibus leo.
KEY MARKET TRENDS • Ut auctor libero a lorem euismod porttitor.
• Vivamus cursus nisl vitae fermentum commodo.
• Praesent sed lectus vel eros egestas• Duis et lectus interdum, gravida elit in,.
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum c.• Praesent sed lectus vel eros egestas
mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.• Sed a elit aliquam, aliquam enim vel,
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.
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
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SERVICES PORTFOLIO(Key Offerings Positioned)
• Ut auctor libero a lorem euismod• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas• Duis et lectus interdu
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.
KEY BENEFITS • Ut auctor libero a lorem euismod porttitor.
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• Praesent sed lectus vel eros egestas• Duis et lectus interdum, gravida elit in,.
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum c.• Praesent sed lectus vel eros egestas
mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.• Sed a elit aliquam, aliquam enim vel,
• Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum• Praesent sed lectus vel eros egestas mollis.• Duis et lectus interdum, gravida elit in,
dapibus leo.
KEYCAPABILITIES & SOLUTIONS
COMPETITORS
EVIDENCE(Why Is It Better)
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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
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Storyboard &Presentation Flow
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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
87Wave Marketing Group © 2013 | All Rights Reserved
Wave Marketing
The Dilemma The Resolution
The Cost The Benefits
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• Praesent auctor tortor vel leo tincidunt vulputate.• Fusce adipiscing ligula laoreet nisl molestie, et pretium dui
dignissim.• Nulla malesuada diam eu lorem auctor, vitae tristique ipsum
tincidunt.• Vivamus sed nisl ac quam auctor pulvinar ac eu quam.
• Praesent auctor tortor vel leo tincidunt vulputate.• Fusce adipiscing ligula laoreet nisl molestie, et pretium dui
dignissim.• Nulla malesuada diam eu lorem auctor, vitae tristique ipsum
tincidunt.• Vivamus sed nisl ac quam auctor pulvinar ac eu quam.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim• Praesent sed lectus vel eros egestas mollis.• Vivamus cursus nisl vitae fermentum commodo.
Pains: • Ut auctor libero a lorem euismod porttitor.• Vivamus cursus nisl vitae fermentum commodo.• Praesent sed lectus vel eros egestas mollis.
The Core, The Reframe – written out helps
88Wave Marketing Group © 2013 | All Rights Reserved
Wave Marketing
The Dilemma The Pivot Resolution Details Commercial Insights
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed• Ut auctor libero a lorem
euismod porttitor.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore
• Ut auctor libero a lorem euismod porttitor.
• Vivamus cursus nisl vitae fermentum commodo.
• Praesent sed lectus vel eros egestas mollis.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed
• Ut auctor libero a lorem euismod porttitor.
• Vivamus cursus nisl vitae fermentum commodo.
• Praesent sed lectus vel eros
• Ut auctor libero a lorem euismod porttitor.
• Vivamus cursus nisl vitae fermentum commodo.
• Praesent sed lectus vel eros
The Cost The Resolution Benefits The Rescue
The Fuller Value Proposition - 8 slides storyboard
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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
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What’s Your Path Forward
91Wave Marketing Group © 2013 | All Rights Reserved
Builds momentum.