Messaging and the value proposition
Thomas Edison said that good fortune is what happens when opportunity meets with good planning. Who can fail to agree? So it should come as no surprise that one of the reasons we’re so successful at getting your message across is that we first make sure we understand what that message is.
Putting it into practice
We work closely with our clients to guide best-practice message development, challenge accepted wisdom and build consensus for a value proposition that’s rooted in customer insight. We capture all the information you need through surveys, interviews, workshops (or whatever works best for you) in order to develop a robust messaging and proposition platform that informs every customer interaction, be it digital, in print or face to face.
We build modular blocks of text that can be reassembled to tell your story across all the channels you use, streamlining content development and easing the burden of localisation.
How exactly the messaging content is presented is also up to you. Some of our clients prefer the simplicity of a Microsoft Word document, which is easy to distribute and maintain. Others prefer a fully interactive map built in Flash, HTML or PowerPoint, that guides the user from the customer’s needs and drivers to the substantiated attributes of your solution. The choice, as they say, is yours.
Our experience with messaging and value propositions
Putting messaging at the heart of campaigns
When RSA launches a new solution, getting the proposition and messaging right is a top priority. It’s that essential ingredient that underpins the company’s ability to scale marketing campaigns and make sure success is repeatable, region by region.
Through interviews and net conferences, we challenge accepted wisdom and ask the ‘why’ question to dig deep and get to the core of what will create the impetus for a prospect to become a customer.
We’ve honed a straightforward PowerPoint template over successive campaigns. Its content feeds the creation of sales enablement materials and campaign assets for lead generation. New business is closed and revenue targets exceeded, thanks to this approach.
…Download the full case study
Mapping corporate messaging
If your organisation is evolving as fast as Colt, it’s important to make sure everyone can keep up — sales, marketing and the PR and creative agencies that support you. As Colt launched its new identity, the major-enterprise (MED) team turned to HN for support to gather insight from across the business through a series of facilitated workshops, build consensus and create a single, comprehensive messaging map that would meet the needs of all the stakeholders.