Messaging and Message Mapping
Today’s organizations need a strategic approach to promotion, with messages and communications vehicles that deliver segment-specific benefits and advance your brand position. MarketPoint skillfully develops effective messages and recommends promotional strategies appropriate to our clients’ target markets – without preconceived bias toward specific media vehicles or messaging channels.
Business communication is about getting the right message to the right audience. And different audience segments will be receptive to different messages. Developing personas – based on actionable market research – helps to understand the different buyer types in your market and to portray the different needs, values or motivators for each.
Based on those personas, it becomes possible to devise messages that communicate your organization’s special benefits for that audience and map those messages to each segment of the market. And as surely as different segments of your market will be receptive to different messages, they may be reachable through different media. Printed collateral, email, video, viral networking, websites, and all other forms of promotional communication perform differently in differing markets and in differing cohorts.
A solid message map serves as a foundation and guide for development of future communications and promotional campaigns.
Please REACH OUT if your organization could benefit from better messaging.