De’Longhi markets a vast amount of small home appliances, from kitchen appliances like coffee and espresso machines to blenders and low-oil fryers to comfort products such as space heaters and portable air conditioners. With so many products in their portfolio, there was a need to establish consistency of messaging not only at De’Longhi but through their retail partners as well.
RITTA worked with the De’Longhi team to establish a messaging matrix for each product, designed to provide De’Longhi with approved messaging and key visuals. The overall goal of the messaging document was to provide positioning and a prioritization of messaging to ensure consistency across functions/channels in a manner befitting of the brand.
The key was that the communications were not represented in “speeds and feeds”, it was consumer-benefit driven. This robust content was critical, not only to communicate what De’longhi products stand for, but to also aide in driving sales conversions.
The messaging matrixes have been used successfully to position the brand and serve as a platform for existing and future products. All key stakeholders are provided the assets to the documents. When online projects or point-of-sale initiatives come up, they can be executed quickly because all of the messaging and visuals are in place. The documents have even been used as talking points for on-air talent for live spots on the Home Shopping Network.