If you’re too close to something, you can’t see it so well. This is the value of an external consultant who not only brings rare skills but also can step back and take a different perspective that’s free from historical baggage, “we’ve always done it this way” thinking and office politics.
Messaging workshops are a very useful way of enabling a communications consultant to get at what is often the most surprisingly difficult thing to articulate: your proposition. But ‘messaging workshop’ is a very arty-farty term isn’t it? I mean, a couple of grand to sit in a room all day with a troupe of prancing marketing types getting you to muse on what sort of biscuit your brand is most reminiscent of…?
If you can get over the name, and get your head around the beautiful simplicity of what happens during one of these sessions, then you’ll realise just how immensely valuable they can be to your entire marketing strategy.
The perfect recipe for a successful messaging workshop:
- An appropriate group of people from the business itself (in physical attendance rather than conference call – that just doesn’t work), including people who sell the product/service, provide customer support, create the intellectual property etc. Don’t just have marketing people. Make sure the MD/CEO is there.
- A qualified facilitator who can lead the group through a series of questions and exercises; ably supported by a scribe who can record all of the discussions.
- A set agenda, with timings, allowing for best use of the day.
- An agreed set of outcomes. These would typically include the development of a series of ‘elevator pitch’ propositions of varying length with additional consideration to how these could be put to work in creative marketing campaigns and specific channels like PR.
- A session length of around 6 hours, including for lunch to be brought in.
- No mobiles or other distractions.
A typical workshop is 40% collecting, 40% creating and 20% therapy. Magic really does happen inside messaging workshops, and it’s surprising just how many times I’ve sat in one and it’s become apparent that the people around the table – all of who occupy senior positions in what is invariably a start up or early stage business – have NEVER got together and talked like this before.
What often isn’t appreciated by people who’ve never commissioned a messaging or positioning workshop is that the majority of the consultant’s work is done AFTER the workshop is finished. Like I said, it’s 40% collecting information and this bit is immensely important in the week or so after the event to interpret and replay the energy, observations and ideas from the session to produce a set of outcomes that are not only what the participants recognise and agree with, but which will serve their objectives for clearer and more differentiated communications.
But there are pitfalls in doing this too. I’ll leave you with some ploys that you need to watch out for when working with a communications consultant on a messaging workshop.
- The hilarious cost
It is ever the case that, if you pay peanuts, then thou shalt get peanut eating sub-human primates. A lot of time goes into a workshop, a day each for the two consultants plus another two or three days to develop the stuff back at base. What I’m talking about is being shaken down for five, six, seven, TEN thousand pounds by some ultra-cool agency with exorbitant rents to cover. The illusion is all about value. “Is this going to be a valuable exercise?” you quite rightly ask. “Well of course it is – just look how bloody expensive we’ve made it!”
- Insisting that the workshop takes place offsite or at their premises
This is rubbish; it doesn’t matter where you do it so long as it’s comfortable, accessible and private. This is just a ploy designed to inflate the price or sell other things at you harder.
- Bigging up their power player
Telling you crap like “We’re really excited to have Frazer pop in for some of today’s session” is an irritating connivance intended to make you believe in the value of a prat in a bow tie and espadrilles. Frazer is no better than anyone else, but by stalking in like some rock-star, only to sulk in the corner and then pop up with a sage comment like: “We don’t need a strategy, we need a stratagem”, he can make even very intelligent, pragmatic people behave like nodding idiots.
Be careful out there everyone. And if you need any more help, don’t be afraid to ask.