Finding the intersection between what you want to say and what your customer wants to hear is tricky, especially when you’re communicating to different audiences. Getting agreement from every customer-facing group in your organisation might be impossible — unless you have the right help.
Getting your messaging right is a crucial first step to effective marketing. Otherwise, you get lost in “we do the same” marketing or become relegated to throwing money at advertising.
Our expert facilitators guide you to identify key marketing messages that resonate with your audiences, while positioning you for competitive advantage.
At the end of a single morning, you’ll have consensus on three to five messages to differentiate your brand in the marketplace. That’s right: it takes us about four hours to get everyone on your team marching in the same direction.
The Key Messaging Workshop addresses:
After the workshop, Typeset develops a Key Messaging Matrix containing everything you and your team need to communicate your key messages to your target audiences. The messaging matrix is written in plain English because we’re all human, right?
Here’s what’s included in your Key Messaging Matrix:
Each matrix is customised for your brand and is between five and 10 A4 pages long.
Each workshop is facilitated by an experienced marketer who is skilled at guiding discussion and pulling out essential points of difference. Every person in the workshop is encouraged to participate in an environment of safe but robust discussion. If there are differences of opinion about how to go to market, now is the time to air them.
In addition to the facilitator, a brand specialist assumes the role of customer advocate to challenge your thinking, test your assumptions, and provide a completely neutral viewpoint. Some people might say it’s the role of the devil’s advocate but we only work with people we truly like, so every point is made in good humour.
A representative from any group who deals directly with customers should attend the workshop. Five to 10 people is ideal.
Yes, each participant is asked to prepare a short list to bring with them on the day. The list consists of viewpoints they already hold about the brand, so it’s not a difficult or lengthy task.
Yes, since the sales department delivers key messages to potential customers on a frequent basis, their participation is vital to arriving at a quality product.
Yes. It’s better if everyone can be in the same room but it’s not always practical for distributed teams.
The workshop lasts about four hours. We do the rest.
To get more information about arranging a Key Messaging Workshop for your team in London, UK, or Perth, Australia — or anywhere in the UK or Australia (we travel), get in touch.
You will speak directly to one of our facilitators who will explain how it works, what’s expected of you and your team before the workshop, and how the day will unfold. It takes a single morning from your team to put you on the path of competitive advantage — and who can’t get behind that idea?