Creating Compelling Insights-based Messaging | School of Marketing | ANA

Creating Compelling Insights-based Messaging

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Module

L.E.A.D. Learning Approach

Time

 

Learning Experience Summary

1

Setting the Stage

Learn

:25M

  • Introductions, expectations
  • Learn, apply new model for insight-based messaging - C.R.E.A.T.E.
  • Ice-breaker: share picture/persona of customer in table groups
  • Each group presents 1 to large group

2

C = Customer

Learn

:15M

  • Focus on customer’s motivations,

beliefs & linkage to behaviors

  • Define insight & discuss inputs
  • Discuss how info/inputs are generated
  • Test insight comprehension

Experience

:15M

  • Examine best-in-class companies
  • Group discussion: customer needs, beliefs, causal motivations, behaviors

Apply

:20M

  • Step 1: Table groups develop core insight inputs; discuss missing info
  • Share with larger group
  • Summarize, reflections

3

R = Resonant

Learn

:10M

  • Use insight to find customers’ sweet spot vs. leading w/ brand
  • Find customer “sweet spot” through shifting from features/benefits to customer’s world, interests, lives

 

Experience

 

:15M

  • Best-in-class process example
  • Key inputs
  • Heart of insight generation

 

 

Break

:15M

 

 

 

Apply

:30M

  • Step 2:  Table groups link beliefs/motivations and behaviors; share examples with larger group
  • Step 3: Table groups draft/refine insight statement; share examples
  • Summarize, reflections

4

E = Engagement

Learn

:10M

  • Link insight to messaging
  • Essentials of engagement: insight –based messaging & approach
  • Highlight key characteristics of insight link to engagement

Experience

:15M

  • Share best practice

Apply

:25M

  • Table groups develop draft messaging to engage customer
  • Create the “aha”
  • Summarize, reflections

 

 

5

 

 

A = Activation

Learn

:10M

  • Systematize enterprise-wide activation through cross-functional and creative process

Experience

:10M

  • Examine best practice process examples

Apply

:20M

  • Table groups map existing process
  • Identify desired changes
  • Summarize, reflections

 

6

 

T = Triggers

Learn

:10M

  • Create consumer buying triggers across the re/purchase path
  • Review traditional vs. new buying paths
  • Define triggers
  • Leverage engagement platform to create triggers

Experience

:15M

  • Examples/discussion of how brands do this successfully

Apply

:20M

  • Table groups identify existing customer triggers
  • Create key “asks” of the customer in key stages of purchase cycle
  • Summarize, reflections

 

 

Break

:15M

 

 

7

 

E = Experience

Learn

:10M

  • Synergize message throughout customer experience to engage earlier in, & throughout the process

Experience

:15M

  • Short cases:  developing, managing, auditing brand experience

Apply

:15M

  • Table groups identify where/how to engage earlier in the purchase path
  • Summarize, reflections

8

End of Modules

Roadmap Summary

Learn/

Apply

:20M

  • Instructor intro roadmap as summary
  • Table groups create their roadmaps

 

Stretch Break

 

:05

 

9

L.E.A.D.

Action Plan

Apply

:20M

  • Create 90-day L.E.A.D. Action Plans
  • Share 1 – 2 examples

10

Discover

Discover

:05M

  • Identify relevant ANA products/services

11

 

Close

Feedback

:05M

  • Complete workshop evaluation
  • “Round the horn” – 1 phrase of what will do differently as a result of workshop

Instructors