New way to Market for Manufacturing

Written By: Bruce McDuffee-Founder and Executive Director of Manufacturing Marketing Institute (MMI)

Chapter 17 Overview

The Audience Facing Mission Statement

“Most companies think of a mission statement as the mission of the company. For example, we see a lot of mission statements that start off with “We offer high reliability and added value…” or “Our company mission is profitable growth through superior customer service, innovation, quality, and commitment”  or “Our mission is to become the leading provider of blah,blah,blah.” The one thing most of these mission statements have in common is that they are about what the company wants to be, do, or offer. They ignore the target audience. They try to match what they think their customers want to the mission statement. There may or may not be a place for this type of mission statement at your company; you will have to decide. Some firms think the company-facing mission statement helps to keep employees heading in the same direction. We will leave that discussion for another book.

The discussion going forward will be about a different type of mission statement, an audience-facing mission statement. We discussed the opportunity related to the sweet spot of engagement and the associated audience-facing mission statement (AFMS) back in chapter 3. This section will be oriented toward crafting these two critical parts of the new way strategy.

Follow these steps to determine your best audience-facing mission statement:

STEP 1: Write down as many as five pain or passion points a majority of the people in your target audience (as defined in your marketing plan) exhibit. Each pain or passion point should be aligned with expertise that your company offers to help relieve the pain or fan the passion.

STEP 2: Write down the points of expertise that exist within your company. The expertise should not be about your products. Expertise and experts abound throughout your organization. Check out your R & D and experts with varying degrees of knowledge who can address the pain or passion points you chose in Step 1. When you approach the experts, be aware that they will be apprehensive about the time commitment or what will be required of them. When you approach them to about their expertise, be certain to reassure them that you, the marketer, will do all the work and all they will have to do is share their expertise.

STEP 3: Describe the sweet spot of engagement, where the pain points and the expertise overlap. You should only choose one topic for the sweet spot. The sweet spot will be the intersection of one pain or passion point and one area of expertise.

STEP 4: Craft your AFMS. Just to be clear, we are talking about engagement with people in the target audience at the top of the sales funnel. When the people make it to the bottom of the funnel, you will apply your product expertise, features, spec sheets, etc.

The audience facing mission statement is very similar to a textbook positioning statement.  There should be three parts to your mission statement:

  1. Target Market
  2. Pain or Passion
  3. The Payoff