Message Map

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Message Map A better way to communicate
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A Critical Part of Leadership

• A leader establishes themselves through concise
  communication
• A leader is able to succinctly and articulately
  tell their personal story in an engaging way
• A leader needs a personal message map!

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• Message Mapping simplifies large volumes of
  complex information into a concise story that
  helps guide a host story telling
• Media interviews
• Advertising
• In-store POP materials
• Sales presentations
• Speeches
• Digital social channels
• Through Message Mapping, we extract the most
  compelling messages and positive points about
  your brand or your campaign
• Organize them in a diagram to show how each
  message fits into the larger context of your
  strategy
• Focus on consistent messages across the entire
  organization

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Why?
Why?

• Its important to convert marketing language and
  strategy into language that can grab consumer
  attention and inspire conversation and
  story-sharing about the brand through PR and
  social media channels
• Its critical to achieve consensus among internal
  parties on the story

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It Helps You Break Through

• Simple
• Organized
• Flexible update it when you need to
• Because you must tell a compelling story,
  quickly, to
  break through to consumers and other audiences

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Message Map Model
The Landscape Expresses the marketplace need
The Pay-off Your chance to strut your stuff a
bit, cite your credentials

• Proof Points
• ____________
• ____________
• ____________

Home Base Message State your goal or
mission Should be ownable and provocative

• Proof Points
• ____________
• ____________
• ____________

Your Response What youre doing
Get into more detail about it the features, the
innovative attributes
How are you doing it? Describe the product or
service

• Proof Points
• ____________
• ____________
• ____________

• Proof Points
• ____________
• ____________
• ____________

• Proof Points
• ____________
• ____________
• ____________

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Keys to Success

• Avoid marketing jargon
• Avoid brand speak
• Know and keep in mind your audience
• Message Map should be able to be used as an
  elevator speech or for a media interview or to
  guide content of advertising or other marketing
  tools

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Message Mapping How do we do it?

• Facilitated group conversation
• Primary audience filter
• 3rd parties
• Build simple, compelling messages
• White board supports the process
• Dont give up!
• Leave if you must be present while in the room

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Todays consumers are concerned and confused
about how to get the most for their limited
healthcare dollars
Retail Store Message Map
X Store is tapping its 110 years of expertise to
educate consumers , support community wellness
and be a more active partner in helping people
stay well.
X brand health and wellness products and the
pharmacists who back them are proof of the
companys commitment to help people live happy,
healthy lives.

• Product recalls have seeded doubt and concern
  about many name brand products
• Overwhelming explosion of online information
  (millions of health Web sites 82 of Americans
  w/ Internet access in 08 (61 of all adults) had
  searched for health information online)
• Consumers want more control over their health
  their healthcare choices

Since 1801, X store has been helping keep
people well
X brand health and wellness products are
pharmacist-recommended to help people and
communities live well, stay well and get well for
less
PRODUCTS X Store is more closely aligning its
brand of health and wellness products with its
mission to be a retail health and daily living
store
PHARMACISTS Everyday people rely on the
expertise of X brand pharmacists to help manage
their health
PHILANTHROPY X brand health and wellness
products will bring free preventive health
services to communities thru the X brand
Community FundTM

• Over time, the X brand will be solely focused
  on health and wellness products
• X store has a wide variety of products to meet
  all your daily needs (pain, allergy, digestive,
  baby care, sun care, dental, etc.)
• Compare active ingredients as other leading
  brands
• Pharmacist recommended (pharmacists surveyed
  cite quality and price as basis for
  recommendation
• 100 satisfaction guarantee
• On average, X brand costs 20-30 less than
  other national brands for the same quality

• 25,000 certified immunizing pharmacists
• 7,600 stores a store within 3 miles of 63 of
  the U.S. population
• Pharmacist Live Chat
• RX Interactions counsel

• In 2011, 1 from the purchase of every X brand
  health wellness product, up to 3 million
  annually, will support preventive wellness
  services in communities through the X brand
  Community Fund.
• The Fund will offer free preventive health tests,
  services and education via the Wellness Tour Bus
  and vouchers redeemable in stores
• X is the only brand to support local health
  wellness initiatives at this level

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My Message Map
The Landscape
Technology has led to increased consumer
expectations and demands.
Todays consumers are hit with more than 5,000
commercial messages a day, plus hundreds of
social media messages.
What Else?
I complement my professional passion with other
interests and activities to bring rounded
thinking to every situation
Your Response
I tap my years of experience and mine multiple
sources for creative strategies and tactics that
command attention
Home Base Message Im a communications
professional who thrives on helping clients break
through todays cluttered marketplace with bold
stories told in engaging ways.
Playing music, practicing yoga, blogging,
cooking, entertaining
From silly to scientific
How?
I use a planning process aimed at getting buy-in
and scoring quick wins early and measurable,
meaningful results later
How?
I seek creative inspiration everywhere
Consuming media, brainstorming, traveling,
vacationing, listening to music, cooking,
shopping, gardening, talking to neighbors
Tap experts, internal external
Capitalize on proven, best practices
Study the competition, the consumer and the
marketplace
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• Now you try it!

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First steps

• Identify your strengths (and weaknesses)
• Define what your bring to the market place
• Make it ownable
• Make it interesting
• Make someone want to know more

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Consider the landscape

• What about the marketplace sets up your own
  unique offering?
• Competitive environment?
• Changing communication landscape?
• Lack of creativity?

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And in response to that, you

• Do or bring what?
• Insight
• Skills
• Experience
• Interest or enthusiasm or desire
• How do you do it or bring it?

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One Last Thing

• If someone were to ask you what else should I
  know?
• Whats that last statement that makes you unique?
• Outside interests?
• Multi-lingual?
• Educational creds?
• Future goal?

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Thanks for Participating ?

• Questions?