Objective:
- Develop their own āmarketing messageā ā content that can be used to describe their product / service that will inform customers about what it is; inspire them to make a purchase by explaining the benefits the product / service offers; and provide details of how to engage so that the customers knows what to do to make a purchase.
Overview:
The focus of this task is to develop a well-constructed marketing message which describes the benefits of a product/service to customers.
Activity:
InstructionsĀ Ā
Invite the entrepreneur to complete the āMessage Matrixā below to describe their product or service:
Inform What is it you are selling? | Inspire Why should the customer buy from you? | Engage What should the customer do next? Ensure they have all the information they need |
By sharing and discussing their Message Matrix with a business development provider or fellow entrepreneur, the āMarketing Messageā can be refined and developed to ensure that it is clear, understandable to a wider audience and that key information is not omitted.
This activity can be undertaken for different groups of customers as a slightly different message may be needed for each.
Skill Development:
By working in groups, or through watching each other present their work, students are able to learn further and deepen their own work.Ā It is useful to draw any presentation or discussion session to a close by asking what they now wished they had done, or what they are now going to do, in order to ensure there is action from learning.