In this episode of "G&S Inside Story," Katie Weaver and Sara Pardys embark on a journey into the world of advanced manufacturing, shining a spotlight on the pivotal role of messaging in a complex and ever-evolving industry.
The importance of messaging
Messaging isn't just about words; it's the strategic foundation that guides every aspect of a company's communication. In advanced manufacturing, where products and services are often intricate and technical, a consistent and well-defined messaging strategy is a game-changer. In fact, a recent McKinsey survey found that 87% of B2B buyers consider consistent messaging crucial. This consistency not only simplifies complex value propositions but also builds trust and credibility among B2B buyers.
When to revisit or prioritize messaging
Messaging is not a set-it-and-forget-it endeavor – recognizing when it's time to revisit and refine messaging is key. There are some clear signs that should raise a messaging red flag: confusing or inconsistent messaging, audience misalignment and more. This is especially true when working through a company’s changes in focus or expansion. Regular messaging audits can be instrumental in identifying areas for improvement and helping businesses remain agile and responsive.
Options for messaging sessions
The G&S proprietary approach to messaging, iPower, is a tested method for message development, but flexible options – from shorter sessions to virtual collaboration, to guided collaboration via shared documents – ensure messaging work is accessible to all clients. Flexible options cater to the specific needs of diverse clients, fostering collaboration and strategic alignment.
Building consensus
Building consensus can be challenging due to diverse stakeholder interests, but active participation and listening can help – in fact, messaging should create ownership while being comprehensive. Impactful messaging will be easy to integrate across various aspects of business, including media relations, website content, blog posts, and creative execution, to ensure consistency and power in communication.
Strong messaging is one key to unlocking success in advanced manufacturing. These insights will inspire you to rethink your approach to messaging and communication in a dynamic industry.