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In today's connected world, the message your CTO delivers during next week's technical evaluation will mix with the message your VP Marketing delivered during last month's tradeshow.
Message measurement gives you objective metrics to gauge how well your messages reinforce one another. Message enhancement provides planning, processes, and resources to let business owners react quickly within a unified brand framework.
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Test brand messaging
Choose a product or corporate brand name, and enter the qualities you want to communicate about the brand in a new Word document.
Now use Google to find every instance of the brand on your web site using the following search string:
BrandName site:yoursite.com
Follow the links, and copy/paste every sentence from your site containing the brand into the Word doc.
How consistently do those sentences convey your brand qualities?
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Reach skimmers
Your customers do not read your documents as closely as you do. For a glimpse at what they really see, try this:
- Take your most important documents, and just look at the graphics. Do they convey your top line messaging by themselves?
- Now read the text, but only the headlines and the first sentence in each paragraph. Are there any important details not communicated?
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Check the channel
If you sell products through third-party channels, make sure the channel magnifies your campaigns by measuring channel latency and saturation.
- Identifiy key campaign assets, including "hard" assets such as white papers and "soft" assets such as new brands, campaign slogans, or key phrases.
- Beginning on the day of the campaign launch, use Google or another search engine to look for those assets on the web sites of your channel partners.
- Repeat the search daily.
- Design programs and incentives to decrease latency and increase saturation of your key campaign assets.
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