Today I want to highlight the success of one of our clients, Craft Tasting Room and Growler Shop. Otherwise known as “Craft,” it’s a new all-in-one trio unique to Charlotte—a dedicated craft growler & bottle shop, beer garden and specialty grocery scheduled to open later this summer in South End. We were able to utilize the messaging we did with Craft to earn this great write-up in Charlotte Magazine.
The first thing we did when we began to work with Craft was understand their key differentiators and created the appropriate messaging to support their story. How did we do this? We identified their goals, audience and competitive landscape and created a “message map.” The map outlined what key messages to focus on and provided supporting facts and information to those messages. We also prepared them with several questions they could expect in media interviews or customer inquiries.
The messaging worked so well that when Craft owner Dan Davis spoke with the reporter he absolutely knocked it out of the park! He said the reporter’s eyes lit up every time he plugged in one of the talking points and at the end of the interview the reporter loved the concept and said, “You wouldn’t believe how many people I talk to who really don’t have anything that makes them different from anybody else.” Dan then proceeded to thank us and said the messaging really helped him to focus and get the “passion” across, not just the facts. Kudos to Dan for executing!
It was great to help Craft from inception, but chances are your business has been in existence for years. Are you relaying your message effectively? Are your co-workers? Your message needs to be clear, concise and consistent. Only then can you communicate effectively.