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The Client: FundNET
provides software for both enterprise and
financial service advisors.
The Situation: FundNET had
not performed a bottom-up planning of their
market messages, especially for their
software that was used by financial
advisors. It was critical that financial
advisors adopt FundNET given that these
people often drove demand for FundNET's enterprise
products.
Silicon Strategies Role: Silicon
Strategies Marketing guided top FundNET executives through an intensive
market message development process focusing on sub-segment composed
primarily of financial advisors.
The Processes: Silicon Strategies
has well honed processes for market message
development. Given FundNET's urgent
need to reach financial advisors, and the
long experience FundNET
executives had in their market, we opted for an
a priori
processes that focused on discovering,
documenting, and distilling the functional
and emotional motivations of financial
advisors. The primary drivers were:
-
A desire to increase their sales and
make more commissions
-
A matching desire to grow their
clientele base as opposed to churning
clients
-
To reduce their workload and enjoy
more free time
Silicon Strategies guided processes allowed FundNET
management to collaboratively create core
marketing messages that covered these
motivators in elevator pitches, short
descriptions, and long descriptions.
These messages were finally distilled into the
corporate slogan:
Earn,
grow, relax.
The Strategy: As with most
messaging exercises, the strategy was to
match emotional and functional motivators
into unified messaging. When market
messages appeal to both halves of the mind
(emotional and logical), the buyer has a
complete desire to investigate the offering
as it more fully satisfies his/her needs at
a subconscious level.
For FundNET, it was optimal to engage in
a one day
a priori session given the deep
experience of the management team and the
short time-to-market. Silicon
Strategies has more detailed processes for
clients with other needs and priorities.
The Results: It took a very short
time to see results. With their value
proposition expressed in a mere three words,
the rate of inquiry shot up and FundNET
realized a 400% return on investment from
the messaging exercise.
The Lessons: People, regardless of
their job or position, have complex
motivations that are never completely
logical. Appealing to both functional
and emotional drivers gives prospects all
the incentive they need to pick up the
telephone.
Contact Silicon
Strategies Marketing for a telephone
consultation on your market messages. |
