Fine-Tuning Messaging and Positioning
As the cloud market becomes increasingly saturated, brands must find ways to effectively differentiate from their competitors. Our client, a major technology provider, was in the process of launching a wide variety of offerings built on cloud infrastructure (including multi-cloud and hybrid cloud). During this process, it was deemed a priority to refine their messaging and value proposition in order to emphasize the elements that resonated best and for each offering to be relevant, compelling, and differentiating.
A rapid message testing approach was developed using a standard set of screening questions and established quantitative KPIs to ensure that results could be benchmarked across offerings. We focused on KPIs that were indicative of message performance including the degree a message was relevant, compelling, differentiating, a good fit for the client brand, and whether it encouraged decision-makers to take further action. This standardized approach allowed accelerated time to prepare for data collection and share back comparative results once out of the field across several studies.
Our client was able to quickly determine which messaging for each offering required fine-tuning including which aspects to emphasize and which to refocus. This allowed their team to launch a wide variety of offerings into the market with messages that appeal to the core decision-makers and influencers for these categories of markets. The rapid testing methodology is now established and can be used to further test and deploy messaging across new offerings entering the market.
