Historically, there has always been a gap in market intelligence tools. Once a brand position has been established, how do you arrive at different approaches to communicating that position? Usually these are the by-products of long sessions between ad agency and marketing team, with lots of opinion, tons of time and little clarity.
Our MESSAGEZ process aims to solve this by providing your brand team and ad agency with customer guidance to craft a clear communication that resonates in the market. It is not designed to replace creativity - it is, instead, designed to give the ad agency more time and focus to be creative.
MESSAGEZ ensures that the message you deliver is on target.
Our approach is ideal whenever you are looking to communicate an idea to your target customers. MESSAGEZ should be a part of the process by which you develop all brand communications. It allows you to:
Determine the best elements for brand identity. The process starts with the largest possible set of message elements and quantifies the value of each. It differentiates between key benefits (headlines), additional benefits, and reasons to believe so you can identify what is powerful in each of these areas.
Give your creative team a head start. The output from MESSAGEZ is a prioritized list of message elements that is built into a simulation tool. It looks at all possible combinations (only allowing for those that make sense) to ensure that your creative team is working off the most powerful brand platform.
Ensure that you are communicating the best of the best. MESSAGEZ establishes the overall appeal of a set of message elements and the message bundle that is most motivating to the widest audience. Traditional approaches often select the best from a bad set of options.
MESSAGEZ often follows positioning research which has identified your product's core differentiating benefit. It is a three-stage approach:
Stage 1 is an ideation session, sometimes coupled with qualitative research, designed to generate an exhaustive list of potential message elements – sometimes hundreds of elements.
Stage 2a uses a quantitative paired-comparison technique to prioritize the list of potential message elements. This stage is accomplished very quickly, allowing you to move to stage 2b.
Stage 2b uses quantitative decision modeling techniques to evaluate full message concepts. This allows us to build the optimal message platforms using all possible combinations of the message elements being measured. And unlike, stage 2a, this model takes into account synergies, so that you know what message elements should "go together" to maximize impact. From here, your ad agency can create that optimal message platform.
Stage 3 applies qualitative research to these creative executions to see which is most compelling to the market.
The Right Approach. MESSAGEZ applies both qualitative and quantitative rigor to take the guess work out of message platform optimization.
The Right Context. MESSAGEZ provides evidence of why one message platform is better than another. It includes the ability to integrate all decision-makers into a complete understanding of the market in all markets around the world.
The Right Tools. A powerful process that uses several innovative techniques to provide market intelligence in a way that has not been provided before.
MESSAGEZ is a unique model that gives powerful guidance to creative development by generating advertising process alternatives and evaluating their respective elements with your core target audience. It establishes an optimal message platform based on benefits and reasons to believe by prioritizing a vast array of message elements. In MESSAGEZ, Ziment has brought a truly innovative process to the marketplace giving guidance that has not been provided before.