POSITIONING MESSAGING chapter 5 positioning messaging Both are

POSITIONING & MESSAGING chapter 5

positioning & messaging � Both are part of branding! Positioning: To position your brand within the market Messaging: All messages that are used to relay your brand to the market Tip: � When you set out to write the positioning & messaging, know why your doing this, how the success will be measured, & who the target audience may/will be.

What are we trying to say? Key Ingredients to Event Cycle: � Deciding on what the message is � What it is you want your target audience to walk away remembering Once these components are decided: � Theme/Message/Position must stay consistent

positioning & messaging Communication � Since we’re in events, it is our job to deliver your company’s message in 25 words or less Elevator � Must Speech break through the over stimulation Words are your message How you conduct your efforts in the live presentation environment � Print Pieces & multi-media presentations Don’t apply the 25 words or less rule to these materials.

positioning & messaging Creative Strategies Must Cover: � Objective [what is the purpose of the event? ] � Target Audience [who is your audience profile? ] � Key Benefit [why should the target audience come to your event or buy the product in which the event is for? ] � Support [give one good reason to believe in the key benefit. ] � Tone & Manner [ provide a statement of the product’s/event’s “personality]

message storming Think of it like brain storming! All about developing the consistency in your message Different minds don’t always think alike

brand vision Outlining where your company is today and where you would like for it to go in the future. Build this by: � Talking to current customer base � Speak to current employees � Conduct focus groups Identity Brands Iconic Brands Explorer Brands Power Brands

messaging process… Finding your voice � Figuring out the rational & emotional connections between the brand, message, and audience Events: � It’s leveraging that voice within the live presence environment � It is the emotional connection that will set you apart & hit them in the heart!

messaging process… To hit them in the heart…. It’s important to create: � Positioning Framework A document that features company information, tag line, key messaging, & supporting points This is the core for your branding! What does this help accomplish? � Again, different minds don’t always think alike � Provides you with the content for an event messaging document that can be approved � It becomes your core!

Sample Positioning Framework Pay close attention…this will help in November/December when you have to develop one for your business/event!

messaging process Events = Team Work � However, not everyone thinks the same… Paperwork Approval What’s Next? � Create a cheat sheet! Provides common set of talking points Can include logistics & important info details

don’t forget… So what are we trying to do again? � Positively differentiating our brand from other brands Continually ask yourself… � How do we generate a competitive advantage? � And what is the job of marketing/event marketing? Only have 1 major, consistent message Not only deliver the message (story), but have it be remembered