Marketword Positioning and Messaging Workshops

MarketWord Workshops build the strongest possible value propositions to be used in all market and customer-facing communications. The outcome being language that exactly expresses the most compelling reasons for customers to do business with you and that can be delivered consistently by anyone one in the company. Depending on the scope, MarketWord workshops can take a couple of days or a few hours. The specific deliverables are:

• A Master Messaging Document (MMD) is developed to drive all external and internal deliverables, conversations, programs activities. The MMD includes key FAQs, positioning statements, summary value propositions, etc.
• A top level summary presentation aimed primarily at test marketing with industry analysts. This is the first public expression of the output from the workshop

Positioning

Corporate positioning expresses the public and internal character that the company selects to best support its business goals. Seldom documented beyond inferences in Mission Statements, positioning drives both messaging and brand identity.

Messaging

We all know about elevator pitches: a few crisp sentences that describe what the company does and why it's important, but cascading from that must be compelling reasons why what you do is unique, can't be easily copied and provides exceptional value.

Workshop Structure

Prior to workshops, input and feedback provide the framework for specific questions asked during the workshop together with potential answers. Once the key points are addressed and answers agreed, work continues with the creation of top line messages for specific audiences. Key buying decision criteria and competitive positioning are addressed. The driver for workshops is often the launch of a particular product or service. This puts the work to immediate and practical use.

A very useful side benefit is to discover new opportunities for improvements or actions to remove weakness in services, products or business strategies. At the very least functionality, quality and launch timing pave the way for go-to-market plans.

How Much Time Does All This Take?

Executive time is limited to pre-briefings and a workshop session.  Following the workshop, Marketword completes the deliverables including presentations and typically organizes and participates in analyst briefings to test the validity of the work. Marketword offers a large range of innovative follow on activities to ensure the successful creation and execution of marketing plans.

Brand Identity

Branding is the public assertion of your identity. “The bigger you are the less important is your branding!” Put another way, branding is even more important for small and medium size companies who must differentiate themselves against all competitors. Although not part of the workshop, branding identity is an expression of corporate positioning and "attitude" to its customers and market segment. The MMD provides input to branding initiatives. Oh and yes, Branding is not just a nice logo.

Who Should Participate?

Senior Sales, Marketing and Executive Management (at least one of each) need to be present to represent the customers and to be sure that the end result resonates with the key stake-holders.

To get started contact us on +1 818 519 3626 or send us an email