Our 27 years of experience creating successful (and being forced to work on campaigns we knew didn’t have a chance to be successful) media campaigns has taught us some very valuable lessons along the way that have built our unique perspective…
There are several factors to delivering messaging that connects
First, the message needs to be focused on your target consumer, NOT your business. How does your product and/or service make your target consumer’s life easier?
Secondly, what pain point are you resolving? If your marketing message is just a statement boasting about YOUR business, it’s irrelevant. If your marketing message is based on a comparison that can be duplicated by a competitor, it’s irrelevant.
In addition, your marketing message needs to speak to a perception you want to own in the consumer’s mind. What is your unique selling proposition? Is there something that you indisputably do better than any competitor? If your primary marketing message could be up for debate in your target consumer’s mind, change it, it’s irrelevant.
Your who, what, where and when are important, but secondary to “Why?” Why should consumers purchase your product or service? Answer that clearly and you have a new customer. Visit the audio page on this website for several samples of unique campaigns we’ve created for radio. Many of those messages were duplicated on other media platforms as well.
Finally, your message needs to be remarkable! Do you feel like your message might be shared? Does your message speak directly to consumers in the market for your product or service today? Will it evoke an emotional response that disrups the consumer’s routine?