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It’s miserable to fly and you know it! August 21, 2009

Posted by Mike Gospe in Integrated Marketing, Marketing Persona, Messaging, Positioning.
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A friend of mine has come up with “the alternative to the business class upgrade.”  This is exciting to me because I can’t afford business class, and I get jetlag even when I travel north and south!  Ted and his team of travel enthusiasts have developed a 100% natural jetlag remedy.  He and I recently got together to draft the pillar components of his marketing strategy, namely a persona, a positioning statement, and a “message box”.

If you’re a frequent flyer or just an occasional puddle jumper, I’d love to get your input. 

 
Persona: The Frequent Flyer  (click image to enlarge)

Persona: The Frequent Flyer (click image to enlarge)

1. The Persona

The persona is a fictional representation of a set of real people who share similar traits or experiences.  In this case, Ted is interested in understanding the perspective of the frequent flyer business executive — who they are, what they care about, etc.   After interviewing a few folks, reminiscing about our own travel experiences, we jotted down the following in the persona template on the left. 

 

Positioning Statement

Positioning Statement (click image to enlarge)

2. The Positioning Statement

With a keen sketch of our target audience in mind, we next rallied for a core positioning statement that would focus our attention on the benefits they find most valuable.  We used a common positioning statement template illustrated here.

 

 

The Message Box  (click image to enlarge)

The Message Box (click image to enlarge)

3. The Message Box

The Message Box is the best technique I know to craft a concise “elevator pitch” using language the buyer will understand.  I’ll post a separate article on Message Box uses and best practices.  For now, here’s the primer for reading the adjacent slide:

In the center of the Message Box is the product being promoted.  The “elevator pitch” is comprised of four messages that build off one another, and they are numbered 1, 2, 3, 4.

  • Message 1 is known as the “engagement message”.  A hook — usually expressed as a problem or opportunity – designed to literally engage the target audience in a dialog.  This statement must be simple, yet relevant and clear. 
  • Message 2 is the “solution message”.  This message suggests a criteria that must be met to address the problem or opportunity shown in the engagement message.
  • Message 3 is called the “reinforcement message”.  Then, and only then, do we introduce our product by name.  Whereas the engagement and solution messages are about the buyer, reinforcement is about our product and how it is the best option for satisfying the conditions stated in the solution message.
  • Message 4 is all about “value”.  Literally, this message is designed to show how life will be better than before by using the product.  It’s benefit focused.

All four messages form the 30-second “elevator pitch”.

Tell us what you think

Ted and I want your input and feedback.  Have we painted a clear enough picture of the frequent flyer?  Is the positioning statement properly focused?  Does the Message Box ring true?

You can also learn more about FlyRight by visiting Ted’s website.

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