24 Jul 23 | 15:01:51
Are you considering undertaking a messaging project with Podymos, but are still unsure of what you’ll actually receive?
Unlike a project such as a website or video, a messaging project doesn’t seem to have an obvious deliverable at the end of it. Sure, you’ll get your new brand message, but how will it be presented to you? What will you be able to actually hold in your hands at the end of it.
It’s completely understandable to feel this way, so we’re here to give you an overview of the deliverables you’ll receive and the impact each will have on your overall marketing goals.
We’ll work with your team to create a tagline that perfectly encapsulates your brand or device to elicit an emotional response from your audience. It will be a memorable and concise summary of what differentiates you and set the tone for the rest of your branding.
It needs to be simple so it’s memorable, but it should also capture the essence of your brand. If it’s too complicated or not relevant, it can mislead or confuse the audience – the last thing you want to do.
Why do you need a tagline though? Well, a great tagline can not only capture the attention of new customers, but it can also drive consistent repeat business.
They make your brand easy to remember and recall at the point when they’re ready to buy. Your brand will be the one that comes to mind when they have a problem they need your product for.
You’ll receive a full lexicon, which provides clear direction on the vocabulary to use to describe your company and devices or services. It will consist of specially selected words and phrases that reflect your brand’s personality, values, and messaging style, and can be used to support creation of all future copy.
It will also include notes about your brand tone, as well as guides on use of punctuation, for instance when hyphenation should be used.
A strong lexicon helps you maintain a strong and consistent voice, which your audience can relate to and recognise. Furthermore, it helps to cement your messaging in their head because they hear and see the same description over and over again.
Once you have the foundations of your messaging, it’s useful to set clear guidelines for sharing it. This will come in the form of a 6-slide presentation. It will include an overview of your brand story, as well as specifics such as layout and spacing rules.
You can distribute this PowerPoint to your whole team to ensure consistency.
When you’ve put lots of time and effort into creating excellent messaging for your brand, you want to ensure that it’s presented with maximum impact. If the way your message is conveyed isn’t consistent, it can become confusing, and its meaning diluted, which means lost customers.
Having this guide means that everyone, internal and external, understands the origin and meaning of your message and knows how to effectively convey it.
Once all the main elements of your messaging have been created, we bring them all together in one master guide. This is the ultimate rule book for how your messaging should be communicated.
You will be able to send this guide out to your whole company, as well as any suppliers or agencies you work with. This will ensure that everyone is informed and clear on all elements of your messaging.
The messaging guide is the only way to ensure consistency, and therefore recognisability, across your company. It will ensure that everything from tone of voice to phrasing is kept the same across all projects, no matter who is working on them.
Finally, it’s time to think about the roll out of your new messaging. We recommend a ‘slow rollout’ to avoid damaging the consistency you’ve established to date.
We’ll help you develop a realistic timeline plotting the introduction of your new messaging, over the course of several months.
The timeline ensures that none of your materials are missed, so there is complete consistency. This is massively important because your audience needs to see the same message 15-25 times to take action. If they end up seeing different messages, they go back to the start.
So, having this timeline helps to prevent that happening, therefore expediting the buyer’s journey.
Hopefully, this has given you a better understanding of the deliverables of a messaging campaign.
Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality messaging as part of your larger multichannel marketing strategy? You’ve come to the right place.
Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.
We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.
If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no-obligation chat.
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