What’s Your Message?

May 5th, 2008 at 04:39pm Rebecca Kopf

Often marketing is seen as something that is “created” by that specific department rather than a necessary attribute essential for all of an organization’s employees. But because every individual in your business manages a different aspect of your business they may have a hard time seeing - and communicating - the big picture. That’s when a Message Map comes in handy. A Message Map is a training and support tool designed to empower employees to market your organization as part of their daily job.

Initially a training tool, a Message Map helps employees understand the interrelationships between your organization’s mission statement, value proposition, services, products, partners, and customers. It gives them guidelines for identifying marketing opportunities, articulating key messages, and navigating among each aspect of your business during a conversation. After training, it serves as a quick reference to help personnel naturally convey key messages regardless of where a conversation starts.

Developing a Message Map is also a great exercise for the executive team. Many of the executives that we’ve worked with have found that they needed to fine tune their own understanding of the organization’s core value proposition. While they initially thought the exercise was simply to develop a tool for the employees, they quickly see the value of establishing a common reference for everyone in the organization.

With a Message Map in place, your organization is assured that all employees, including the executives, accurately and consistently represent your organization through their daily touch points with prospects, clients, the media, and the community. A Message Map is the basic training that turns your organization’s staff into a marketing infantry, exponentially multiplying your marketing power.

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