Marketing Value Chain:Message Mapping & Web 2.0

April 8, 2014

Five Seasons Business Networking

Presenter: Jayme Soulati

2

Today’s

Goal

Message Mapping

Web 2.0

Social Marketing

Digital Marketing

Content Marketing

The Soulati Marketing Value ChainWith a PR Core

3

The Marketing Value Chain

4

The Jayme Soulati Morphling Journey

• Chicago’s PR firms—18 years• Freelancer• Soulati Media Relations, Inc.• Hospital executive• Agency vice president • Solo practice/business owner• Professional blogger• Hybrid PR, PR Marketer• Message Mapping Master• Soulati Media, Inc.

5

• First Book• Self-Published• Greyden Press, Dayton

• Amazon Kindle

FREE Today!

Psst! Trade you--email for a

book!

6

Message Mapping Book

Download FREE

Message Mapping: Why You Need It & How To Do It

For business leaders of all sizes

An inside-out communications tool to unify message delivery

and tell a business story to external stakeholders.

7

What Is Message Mapping?

• Positions business story with authority

• Earns consensus from leadership on portrayal of company

• Unifies copywriting, social media posts, PR, and media relations

• Can reset business model and marketing strategy

• Driven by PR with inbound trends focus

8

Benefits of Message Mapping

First clinically proven, FDA cleared, affordable hearing aid

invisible to the naked eye

Hand-picked scientific team from U.S. best with

leadership born in software industry

Aging boomers require hearing aids, no insurance

necessary Buoyed by $5.5 million seed funding, $80 million market

cap, 250 employees worldwide

Increases hearing 100%, fits snugly, is invisible, easy to install

and affordable

Company X is first global manufacturer of invisible

hearing aids

9Message Mapping © Jayme Soulati 2013-2014. All rights reserved.

Message Mapping: Why You Need It & How To Do It

M e s s a g e M a p p i n g © J a y m e S o u l a t i 2 0 1 3 - 2 0 1 4 . A l l r i g h t s r e s e r v e d . 10

Aging boomers require hearing aids, no insurance

necessary

Worldwide population aging at rate of *25%; hearing diminishes *50% by 74

1. U.S. Census projects *45% of aging boomers will reach *74yo by *2015

2. Hearing aids traditionally cost *$1000 for each ear.

3. Most private insurance may cover medically required hearing aids or cochlear implants.

4. Company X product is affordable at a price point *80% less than products on market

*All figures unsupported and created

for purpose of example

Tier Two: Supporting Messages

Message Mapping: Why You Need It & How To Do It

First clinically proven, FDA cleared, affordable hearing aid invisible to the naked

eye

Hand-picked scientific team from U.S. best with

leadership born in software industry

Aging boomers require hearing aids, no insurance

necessary

Buoyed by $5.5 million seed funding, $80 million market

cap, 250 employees worldwide

Increases hearing 100%, fits snugly, is invisible, easy to

install and affordable

Worldwide population aging at rate of *25%; hearing diminishes *50% by 74

1. U.S. Census projects *45% of aging boomers will reach *74yo by *2015

2. Hearing aids traditionally cost *$1000 for each ear.

3. Most private insurance may cover medically required hearing aids or cochlear implants.

4. Company X product is affordable at a price point *80% less than products on market

Company X is first global manufacturer of invisible

hearing aids

Financial Health of Company X is Solid

1. ABC Investors put up all seed money; has become trusted advisor

2. Based on sales projections, market cap is already solid after 1 year pre-launch

3. Executive team invested $250m each in company

4. Global leadership, sales teams poised to grow 200% in first 8 months of product launch

Scientists from Yale, Harvard

1. Scientists hired 3 years ago with seed money, grants

2. Specialty in elder medicine and cochlear implants

3. 5 clinical papers published in New England Journal of Medicine

4. Team devoting full-time research to perfecting Company X new device

11Message Mapping © Jayme Soulati 2013-2014. All rights reserved.

Message Mapping: Why You Need It & How To Do It

(Benefit)Tier Two Message

(Market Need)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

Core Message/Home Base Descriptor

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

(Benefit)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

(Market Need)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

(About)Tier Two Message

(What)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

(About)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

(What)Tier Two Message

1. Add Bullets Here2. Add Bullets Here3. Add Bullets Here

13

• Mary hired Jayme to write blog posts.• Jayme was confused about Mary’s branding.• Mary thought she was a marketer.• Jayme suggested Message Mapping.• She listened and rebranded Mary as a customer

insight strategist.• Jayme is writing and designing Mary’s website

featuring results from Message Mapping.

Something About Mary

Where Are Websites Going Now?

Is Yours Ready?

14

LIKE, SO YESTERDAY

15

16

WEBSITES – Love 2 Hate

SOULATI MEDIA, INC.

~20 Websites

17

Elements of Web 2.0

• Mobile, responsive• Clean, simple design• Stop the clutter!• Power messages• Simple navigation• Digital marketing – Lists and Leads• Video, photography, graphics• WOW factor

18

19

20

Schedule a FREE Consultation Today!

Your business pain points

Your message mapping needs

Your Web 2.0 journey

Digital marketing: lists and leads

937.312.1363

Jayme Soulati is President of Soulati Media, Inc.

@Soulati, LinkedIn, Facebook

22

#RockHot!