Message Mapping Tool
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This document describes a message mapping tool used to evaluate potential key marketing messages. It provides a weighting scale for criteria like memorability, credibility, and resonance. Five candidate messages are rated against these criteria and sorted by total score. The top-scoring messages focus on reliability, convenience, and ease of use. These messages are both effective and interesting to audiences.
Message Mapping Tool
- 1. Message Mapping Tool Effectiveness Credibility Resonance Consistent Aligned with Key Messages Memorable Strategy with Objective Believable Not Fluffy Trendy Impact Relevant Positioning Weighting 15% 10% 10% 10% 20% 5% 5% 15% 10% Reliability 5 8 6 7 7 10 10 8 9 Assurance 10 8 6 6 5 4 3 2 5 Convenience 9 6 5 10 4 7 9 7 7 Ease of Use 7 8 9 2 4 4 7 10 9 Responsiveness 2 3 3 6 5 3 5 6 2 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1 - 1 1 1 1 1 1 1 1 1
- 2. Message Mapping Tool Key Messages Short Label 1. Our product has a 99.9% uptime so you never have to worry about our system being offline. Reliability 2. We have customer support agents ready to help 24/7/365. Assurance 3. Wouldn't you rather just pick up the phone? Convenience 4. It can't get much simpler than flipping a switch to activate. Ease of Use 5. With an industry-leading service level agreement, you won't be left waiting. Responsiveness 6 - 7 - 8 - 9 - 10 -
- 3. Message Mapping Tool Weighting Scale Effectiveness Credibility Resonance Total Aligned with Consistent with Memorable Objective Believable Not Fluffy Trendy Impact Relevant Strategy Positioning 15% 10% 10% 10% 20% 5% 5% 15% 10% 100% Ranking Criteria & Definitions: Memorable - is this message one that will be easily recalled and remembered? Aligned with Strategy - how aligned with corporate strategy is this message? Consistent with Positioning - does this message stay consistent with the positioning statement? Objective - is this message objective in nature? Does it avoid being too sensational and playing on emotions? Believable - will this message be readily accepted and believed to be true? Not Fluffy - is the message free of marketing hyperbole such as claims of being 'world-class' or other lofty ideals? Trendy - does this message hit on a topic of keen interest or trends of the moment? Impact - how impactful is this message? Is it something people care about or will really consider? Relevant - is the message extremely relevant to the target audience for your product/service?
- 4. Message Mapping Tool Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Score (Largest to Smallest). Messages Score Effectiveness Credibility Resonance Reliability 7.4 2.2 2.6 2.6 Convenience 6.8 2.5 2.2 2.2 Ease of Use 6.7 2.8 1.2 2.8 Assurance 5.7 2.9 1.8 1.0 Responsiveness 4.0 0.9 1.8 1.4 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3 - 1.0 0.4 0.4 0.3
- 5. Interesting, Ineffective Best Messages High Ease of Use Reliability Convenience Resonance Bubble Size = Credibility Responsiveness Assurance Low - Cuts Effective, Not Interesting Low High Effectiveness