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TOOL : Uniqueness Matrix Don’t just jump from product idea to benefit. Consider your options.

TOOL : Uniqueness Matrix Don’t just jump from product idea to benefit. Consider your options.

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Strong Benefits



© Oxford Strategic Marketing Limited 2007



Reason to Believe



How should “Reason to Believe” be written?

7 habits



1.



Wherever possible use consumer language and avoid too much

jargon



2.

3.



Prioritise! It should not be a long list of features



4.

5.



Should provide an opportunity for sustainable differentiation



6.



Make it believable and reflective of a consumer belief about how

things work or could work. Believability is a major driver of

purchase intent



7.



It should be supportable from a technical / regulatory

perspective



Must have clear connection to the benefit and not just

disconnected facts



Ensure it reassures the consumer on how a product works [if

this might become an issue]



© Oxford Strategic Marketing Limited 2007



Reason to Believe



© Oxford Strategic Marketing Limited 2007



Differentiation Between Concepts



How can I make my concepts more

differentiated from each other?

7 Habits



1.

2.

3.



Consider addressing a different ‘consumer insight’ per concept

Consider developing a different ‘product idea’ per concept

Consider creating very different ‘benefits’ to test e.g.:





4.



‘Helps you feel better faster’ vs ‘Restores your natural energy’



Consider creating very different ‘reasons to believe’ to test e.g.:





‘Works with your own defences to fight the virus from within’







‘Contains only trusted herbs and minerals’



5.



Avoid testing just minor executional words in concepts.

Resolve these in work before quantitative concept research (e.g.

in focus groups)



6.



Have someone disconnected from the project complete the

Differentiated Concept Tester tool. Do they see differences?



7.



Be honest! If you were a consumer reading these would you

notice a difference?



© Oxford Strategic Marketing Limited 2007



Differentiation



© Oxford Strategic Marketing Limited 2007



Differentiation Between Concepts



TOOL : Differentiated Concept Tester

• Draft and review your concepts. Complete this matrix. Use ‘strategic’

language not the ‘executional’ language you might have used in the

concept and then ask:

1. Is there lots of repetition in the grid?

(If so your concepts may need more differentiation from each other).

2. Are the concepts truly different of just minor variations of the same themes?



Concept 1



Need

Benefit

Reason to

Believe

© Oxford Strategic Marketing Limited 2007



Concept 2



Concept 3



Differentiation



© Oxford Strategic Marketing Limited 2007



Writing



Writing Skills –What do I need to remember?

7 Habits



1.



Know your consumer. Keep them in mind as you write



2.



Use short and simple words and sentences



3.



Choose your words carefully. Find and use ‘trigger words’ (or avoid

them if negative)



4.



Make a conscious choice of tonality and writing style



5.



Keep the concept short and easy to read. 120 words or less. Edit it

carefully



6.



Take your time. Write it then leave it and come back to it with fresh

eyes and perspective



7.



Take great care when translating it into other languages to ensure

the meaning is not lost or altered



© Oxford Strategic Marketing Limited 2007



Writing



© Oxford Strategic Marketing Limited 2007



Writing



Writing Style and Tonality considerations.

You need to make a conscious choice

Example

No Jargon



vs.



Technical



Full of natural goodness



vs.



Contains proteins as a

special targeted ingredient

to increase muscle



Created for your best

friend and constant

companion, your dog



vs.



Created for larger

dogs



Personal



vs.



Impersonal



Straight

Forward /

Serious



vs.



Creative /

Aspirational



Meaty chunks in gravy



vs.



Meatalicious!



Individual

Focus



vs.



General /

Outer Focus



Makes your dog’s hair

shine



vs.



Because everyone

loves a well groomed dog



Edited



vs.



Expanded /

Detailed



Using only the choicest

cuts of meat



vs.



Carefully chosen by our

chefs to be of the quality

available in the best Parisian

restaurants



Functional

Results



vs.



Emotional

Feeling



For a glossy coat



vs.



Makes your dog feel like

he’s been groomed



Factual



vs.



Extraordinary



40% of owners noticed

their dogs had

more energy



vs.



Like a puppy again!



© Oxford Strategic Marketing Limited 2007



Writing



© Oxford Strategic Marketing Limited 2007



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