AtN Service Area #3: Messaging Strategy
AtN tackles the problem of pricing pressures from competitors and customers
What is AtN's Messaging Strategy?
Talk to most companies and you'll find messaging has two surprising traits in their marketing mix:
1.
It follows the visual design phase of things like websites and brochures. Often the starting point of a new campaign is the visual aspect, an unfortunate application of the belief that visual appeal equal brand appeal.
2.
It's often the roadblock that stops key initiatives like social marketing and blogging or even a website revision.
We've taken that challenge head-on and as part of our Turn-Key Marketing Machines, messaging strategy is a key pillar. Our approach addresses the key problems in content creation by altering the flow of steps in a messaging centric effort. How? Oddly enough, by putting messaging in the centre.
When we build a messaging strategy, it brings together three key building blocks:
  • industry research and its wealth of ideas
  • market mapping of prospects and competitors
  • a focus on specific segments and their needs
The result, a plethora of ideas, perspective and focus in the messaging process, which yields benefits from the beginning to final review. Aside from creating a smooth process, it allows effective participation by more key team members.
AtN's Messaging Strategy Advantage
You can sum up of strengths in this area with three words: ideas, process and experience. Our structured approach marries well with our executive experience, yielding messaging which is focused on strategy and ROI. Clients enjoy the fact that they step in when a framework and ideas are already in place, avoiding the typical unstructured scenario.
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Could your company benefit from a services package which includes Messaging Strategy?
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We'll take a look at your website and give you multipoint scoring (with detail) on how you can benefit
Messaging Strategy From Opposing Angles:
When You'll Miss It
Budgeting: A message building process without AtN's messaging strategy component is an order of magnitude more painful. Unfocused, subject to disagreements and dragging long are all typical scenarios.
Visual Design: Try getting group of people together to agree on design elements for a website or a marketing piece. Now try it with a clear market map and target segments in mind... what a difference!
Ongoing Fine Tuning: If you think, an unstructured build process is bad, you should try an unstructured fine tuning process. The absence of strategy makes messaging a virtual free-for-all.
Why You'll Love it
Ideas: Starting with a blank page or 100 organized ideas -- you tell us which has a better chance of producing the best messaging.
Purpose/Focus: Knowing why a message is being built takes all the challenging elements out the building process. Coming from the same understanding, a team can achieve true synergy and content output takes a tremendous leap upward.