A tech client wanted to develop a clear approach to help a number of teams — including product, brand, competitive intelligence, marketing, and sales — create a unified communications strategy around a new product launch. The client needed a strong focus on product differentiation with messaging developed for specific target audiences to ensure the launch would resonate.
We first talked with key stakeholders in each department to get input into the benefits and differentiators of the new product and better understand each team’s activation goals. These interviews helped us build potential messaging, and a healthy series of product facets for consideration and testing. Contributing perspectives and ideas helped to coalesce stakeholders and develop a more targeted activation outlook for the project.
The company’s creative team developed approximately 30 messages that we could take to target consumers for evaluation and feedback.
Initial feedback from consumers helped us to devise a strong set of messaging to support additional testing, and we then deployed a quantitative survey with a Max-Diff exercise to build a messaging platform with combinations of statements that respondents could optimize for consideration.
Throughout the process, we collaborated with the client on messaging and approaches to ensure our testing approach was on track with their ultimate activation goals.
We worked closely with teams when the research findings were in, providing them with simulation tools that helped them more easily test activation approaches to identify those with the strongest growth opportunities. Meetings with specific stakeholder groups helped to tweak important differentiation messaging while optimizing the messages to targeted buyers.
We also scheduled milestone meetings to track progress during and after the initial product launch. Establishing specific goals and metrics helped various teams — particularly key groups within the marketing team — to optimize and refine messaging over time.
To ensure an actionable outcome, we explored different messaging scenarios to identify the approach that would best differentiate our clients brand and highlighted opportunities to better engage specific target audiences.”
By engaging stakeholders from the outset, including key contributors to the creative process, we were able to develop rich materials for testing. Frequent check-ins and training on a simulation tool kept the team engaged and focused on core project goals. To ensure an actionable outcome, we explored different messaging scenarios to identify the approach that would best differentiate our clients brand and highlighted opportunities to better engage specific target audiences. These insights helped the product, brand, competitive intelligence, marketing, and sales teams integrate optimized messaging into their final materials to ensure all communications supporting the launch would present a clear and unified approach for an impactful product launch.
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