Vous lancez un nouveau produit. Comment maintenir la cohérence des messages sur tous les canaux ?

The core message of a product is the central idea or value proposition that defines its unique identity. It communicates what makes the product distinct and valuable compared to competitors. This message is crucial as it shapes how customers perceive the product and why they should choose it over other options in the market.

The core message of a product is the central idea or value proposition that defines its unique identity. It communicates what makes the product distinct and valuable compared to competitors. This message is crucial as it shapes how customers perceive the product and why they should choose it over other options in the market.

Consistent messaging across channels for your product starts with a strong product messaging document. The document should contain all the core information marketers, salespeople and other stakeholders need to consistently communicate the following: - who the product is for - the high-level problems the product is built to solve - why your company is - top features, based on research (and alpha/beta testing) - the benefits of core features to the customer/user - the value of those benefits to the customer/user - how your product differentiates from competitors - top questions customers will ask Ideally, provide short, medium and long form descriptions for each of the above that will fit various contexts and channels.

When launching a new product or solution, the core message should focus on the value proposition. While outlining the features and benefits is important, the most crucial aspect is to provide a clear and simple explanation of the qualitative difference between your offering and the alternatives or the status quo.

I admire the car industry's approach to branding. In my opinion, they have some of the best branding strategies. Their branding goes beyond logos, messages, and colors to encompass the entire design and feel of their car fleet, tailored to their specific target customer demographics. You might think that your products or solutions are too different from the car industry, but the strategic principles for customer experience they use are examples worth following.

Cross team collaboration is important sometimes even more than the core message and channels. Different teams have different understandings and perspectives on the message and the product itself. In some cases, they might think that if they approach customers with their message, they can convince them more easily. They have no idea that they are thwarting the effects of the core message. That’s exactly when you need to make sure that you have already talked to almost every key person from different departments and explained why you have chosen the message and how they can collaborate to echo the message and boost its effectiveness.

The marketing group must ensure that support materials and tools are available for internal stakeholders. Before launching new products or solutions, it is essential to ensure that all functional departments (sales, engineering, operations, and finance) are fully trained. Rushing a launch without having the entire company prepared is a significant mistake.

Many companies use Net Promoter Scores (NPS) and Customer Satisfaction Scores (CSAT) to gather customer feedback. However, your response should go beyond just saying, "Thanks for your feedback." Actively addressing customer feedback and making changes as a result is the best approach to maximize your customer interactions. While traditionally, a feedback loop involves responding to customers, it's equally important to share this feedback with internal teams to help improve your offerings. Feedback should guide you in designing and enhancing the customer experience. The key is to create a customer-centric culture of action, where you not only collect feedback but also turn those insights into actionable steps for continuous improvement.

When it comes to social media, ensuring messaging consistency is crucial for maximizing the reach of your launch. Simplify the process for stakeholders such as sales, customer success, and leadership by offering tailored templates (e.g. repost format and copies for different platforms) and clear guidelines on how to personalize messages appropriately. This approach allows for individualized engagement while ensuring everyone is singing the same song, amplifying your message across diverse networks.

Consider that the successful integration of dynamic or adaptive content into websites, emails, and social media platforms can exponentially increase traffic and engagement compared to static content. Dynamic or adaptive content involves personalized, changing copy or visuals that respond to users' behaviors and needs, requiring an understanding of their actions and pain points.