The Science of Marketing

As a follow up to "Communications Part I", this blog entry extends "consistently saying the right things" to "consistently saying the right things to the right people". The ideas articulated in the messaging framework stem from a company’s segmentation (the specific markets a company is targeting), positioning (how the company meets the needs of the market), and differentiation (the features a company wants to promote and those it needs to defend against in light of the competition). However this is only half the story. A messaging framework is just that- a framework, and to be useful, it must be tailored to specific audiences, each with its own agenda and point of view.

In the high tech world, examples of specific audiences include:

• Technology Evaluation – Is this the best product or service?
• Operations Management – How does this product or service fit in our current infrastructure?
• Business Decision – How does this product help me make or save money?
• Risk Assessment – Can I safely do business with this company?

As an example of how the messaging framework in action, consider the OG Corporation, a fictitious company that develops the Smart Check RFID solution for the gaming industry. Below are messages and proof points for each of the above mentioned audiences.

Technology Evaluation OG delivers the most innovative and secure gaming technology available today.

• RFID is the technology of choice for the gaming industry.
• OG is a leader in RFID technology and has received six patents in this area,
• OG’s Smart Check RFID solution leverages 128-bit AES encryption for unprecedented security levels.

Operations Management OG combines a unique blend of casino operations and IT features to offer an RFID gaming solution that integrates transparently into the casino infrastructure.

• RFID enabled game chips are an industry-standard 11.6 grams.
• The OG Smart Check System Controller works in a standard, IP-based LAN environment.

Business Decision OG’s Smart Check RFID solution economically eliminates lost revenues due to fraud.

• Last year, casinos lost an average of $3M to fraud including counterfeit chips, embezzlement, and other illegal activities.
• OG’s RFID enabled game chips and tables cost an average casino $250K to re-rack, enabling a compelling return on investment.

OG’s Smart Check RFID solution enables new revenue opportunities for casinos.

• Today, casinos must track table bets manually, causing many high rollers to go unnoticed.
• The OG Smart Check solution tracks the individual betting tendencies of every player to help broaden the base of high rollers through tailored casino rewards.

Risk Assessment OG’s Smart Check RFID solution has achieved broad-based industry adoption.

• OG’s Smart Check RFID solution has been chosen by the seven largest casinos in the world to re-rack their operations.
• OG has agreements with all major gaming chip manufacturers to provide a wide choice of RFID-enabled chips.

By constructing a messaging framework that takes into account not only the strategies developed in the segmentation, positioning, and differentiation processes, but the specific audiences a company is trying to reach, marketers can ensure that their messages hit the mark. When used effectively, the messaging framework provides a solid footing on which to build collateral, presentations, web content, news releases, and all the other touch points that drive a company’s messages consistently and repeatedly to its key audiences.

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