When a product or service is launched by your organization you need to have consistent messaging. This is accomplished by having a Key Messaging Document or KMD. The KMD is done by the marketing product manager or individual that understands the purpose of the product. Sometimes if there is disagreement on messaging or messaging wording then having a meeting to discuss is helpful. Once you have a KMD completed and approved, the press release can be written as well as the FAQ and presentation for sales training. The KMD should be no more than a page and a half but preferably one page.
The KMD should contain the following information:
- Official product name as well as the internal product name if there is one
- Marketing champion(s) which is the person or persons responsible for the KMD
- Mention what is being announced
- Dates including announce date and release date if different from announce date
- Approvers of KMD which should be the boss of the marketing champion and others from different areas of the company so that the messaging is agreed to by a variety of people
- Proposed news release title which should be descriptive and catchy
- Key messages to convey
- Compelling value to clients such as faster, cheaper, greener, easier, etc.
- Competitive positioning
- Target audience of messaging such as partner sales reps, industry analysts, press and end users
- Supporting external quotations such as a from a client or partner
- Related event(s) and their date(s) such as a trade show that the announcement will be made.
Try to get the KMD completed at least a month before the product or service launch so that other documents such as news release and launch FAQ can be completed. Having a clear concisely worded KMD will make the launch more effective. This document will be used often during the launch including in the FAQ, presentation and news release. A KMD will also assist everyone being on the same page.