Getting clear messages across to stakeholders can be a particular challenge for B2B organisations. Getting the tone right for the media, politicians and opinion formers as well as customers, partners and employees can lead to the classic problem of mixed messages. Our Message Sharpening tool works particularly effectively for B2B organisations – a few of which are showcased below.
CIMA
We worked with The Chartered Institute of Management Accountants to identify aspects of their qualification which should be emphasised when talking to the businesses that sponsor employees to obtain the qualification – and how that should be integrated with the messages to the students themselves.
Shell
For Shell Lubricants we were able to use Message Sharpening to help the Freight Vehicle division segment the market and then tailor messages according to the different perspectives of each segment
M&G Investments
A key relationship for M&G is with the professional investment intermediaries that they work with and through. Message Sharpening helped us to develop a distinctive voice for their written communication that positioned them in a highly differentiated way in the UK and European investment market