Value Proposition
Development.
Project Lead
PartySlate catered to diverse audience segments, ranging from florists to photographers in the B2B domain, and from parents organizing birthday parties to brides planning weddings on the B2C side. Despite an array of needs, we delivered the same messaging to all audiences. To market our product value most effectively we needed to identify our largest, most engaged audience segments and curate our message to them. I collaborated with the internal teams, gathered customer insights, interviewed users, and analyzed data. This process helped identify the key components of our program that made the most significant impact for our clients.
My Process
Step 1: Strategic Focus on Event Planners
We determined that event planners held the highest number of memberships, exhibited the most active engagement with our online and in-person events, and utilized the product more than any other B2B segment. Across the board, event planners were our most engaged customer base. This made our decision simple—the initial value proposition statement for a targeted customer segment was crafted with a primary focus on event planners.
Step 2: Identifying Event Planners' Problems
I initiated my research by conducting customer feedback interviews and collaborating with different members of our team, including customer service reps, marketing specialists, and salespeople. This collaborative effort helped reveal the primary problems event planners faced. The most common themes we saw was event planners lacked a dedicated platform to effectively showcase their professional portfolios, efficiently vet qualified clients, and regularly grow their professional network.
Step 3: Analyzing the Benefits of Our Product
Building on the identified problems, I listed out each of PartySlate's offerings, outlining our primary benefits. This step involved a detailed analysis of our product range, including a free and premium breakdown to cater to event planners at various stages of their purchasing journey. These program benefits are what most resonated with event planners:
-
Capability to share photos, videos, reviews, and event partners for individual events on an SEO-optimized profile page.
-
Customizable profile page that pre-screens high-end clientele by establishing clear expectations regarding budget, services, and experience from the outset.
-
PartySlate-hosted networking and educational events hosted in major cities nationwide to facilitate industry connections.
Step 4: Conveying the Value of these Benefits
To enhance the clarity of our value proposition, I added descriptions explaining why each benefit was valuable to the customer. This involved articulating how PartySlate addressed and provided solutions for the challenges event planners were facing.
-
Capability to share photos, videos, reviews, and event partners for individual events on an SEO-optimized profile page.
Value: Enhances online visibility and engagement by providing a comprehensive platform for event planners to showcase their work through multimedia content, reviews, and collaborations, optimizing their profile for search engines.​
​​
-
Customizable profile page that pre-screens high-end clientele by establishing clear expectations regarding budget, services, and experience from the outset.
Value: Streamlines the client acquisition process by enabling event planners to attract and connect with clients whose preferences align with their offerings, fostering a more efficient and mutually beneficial collaboration from the start.
​
-
PartySlate-hosted networking and educational events hosted in major cities nationwide to facilitate industry connections.
Value: Fosters a professional community by organizing exclusive networking events for PartySlate members. These events serve as a pivotal hub for event planners to forge valuable industry connections within their local geographical areas.
Step 5: Crafting the Statement by Connecting the Value to the Problem
In aligning our product benefits with the identified challenges, I linked each value add to the specific problems faced by event planners. This ensured that our offerings directly addressed the pressing needs of event planners. I wrote several comprehensive value proposition statements for event planners. Collaborating with the VP of Marketing, I conducted a kill, combine, keep editing session. After several productive discussions and executive team buy-in, I finalized our new value proposition statement for event planners:
PartySlate is a platform that connects you with high-quality clients and partners, enhances your brand visibility, and provides you access to exclusive networking events.
Step 6: Creating Resources and Marketing Materials
With the content finalized, the next step involved packaging it for different teams to use. For the sales team, I developed comprehensive talking points and FAQs, revamped their new membership presentation, and crafted a compelling case study highlighting the success stories of event planners benefiting from PartySlate membership. My major collaborative effort was with fellow marketing team members to construct a dedicated landing page aimed at capturing new leads. This provided a specific entry point at the top of our funnel, replacing our previous approach of directing traffic to the homepage.
The Final Product
