It’s been another busy month at Proactive this month, from onboarding new clients to supporting long-standing partners at some of the industry’s biggest trade shows. And amongst all the activity, we’re pleased to have worked on a messaging matrix for two equipment brands in foodservice.

What is a messaging matrix?

A messaging matrix defines key messaging, benefits and proof points to support a brand’s marketing activity and communications approach. It’s usually developed after a comprehensive planning session with senior individuals from the business, allowing us to really get under the skin of a business.

There is no specific formula to a messaging matrix. Our documents also set out the brand’s proposition, markets, challenges and comms objectives. However, we believe it is a vital exercise to really get to know a new client and shape their activity going forward.

What are the benefits of a messaging matrix?

Fundamentally, the objective of a messaging matrix is to make sure all marketing activity is focused, targeted and aligned with your objectives.

Going through this detailed exercise allows us to understand how our clients want to be seen, what their strengths are and where they sit in the market so that we can build a tailored marketing plan accordingly. It also helps to define the proposition and messaging, which can be a very useful exercise for the entire business if this hasn’t been done internally.

What questions are asked?

The specific questions depend on the individual client, but typically our planning session would include informal interviews with key individuals to establish a comprehensive understanding of:

• Where the brand is today in its relevant markets
• Details of the product range
• Competitors
• Current partners and customers, including distribution channels
• Target customers

What comes after a messaging matrix?

By the time the messaging matrix is approved, we will be able to define the brand proposition, establish what makes the brand stand out, where there product strengths and weaknesses are against competitors and how to position key sectors, products or individual brands.

This will all help to make sure our activity (and their own sales activity) is focused and aligned with agreed messaging.

Cold you benefit from defining your messaging? Get in touch to discuss a messaging matrix from Proactive.