We all know it’s a dog eat dog world out there and no more so than when you are battling to get your brand message across. Promoting your business, service, product or ideology across multiple channels, on and offline is no easy task when everyone else is doing the same thing.
How many unopened emails do you delete every day? How many billboards do you walk past without noticing? And have you developed digital “blinkers” that screen out banner and sidebar adverts when surfing online? If you identify with this, then how on earth can you get your message across?
How To Get Your Message Across
A common theme that is developing throughout this blog is “targeted communications”. When the message you are trying to convey is targeted at the right audience they do take notice. So this leads into my first point about how to get your message across:
Understand Your Target Audience
Without a clear idea of who your target audience is how can you expect to engage them? You need to know where they hang out: are they Facebook users or on Snapchat? Do they commute to work by train (billboard adverts)? Have they got time to read and share email (my retired parents certainly do!)? But also what engages them. Are they motivated by discounts, offers and loyalty schemes? Are they looking for entertainment? Do they identify with a particular group; religious, ethnic or cultural tribalism? How do they like to be spoken to? Do they relate to a familiar, conversational tone or do they prefer a more formal approach? The answers to all these questions, and more, should inform your marketing communications both in terms of the platforms they are delivered through and the form they take.
Create An Appealing Message
With a good understanding of your audience you are able to target them with a message that appeals to them. Appealing communications not only get noticed but also get remembered. Once you get their attention you want to hold it.
If you’ve ever given someone directions you will know how important it is to make them clear and concise. So too with your brand communications. This doesn’t mean that you have to state the obvious; although Ronseal’s “It does exactly what it says on the tin” is a great example of this.
Have a look at this film we produced for Adidas golfs’ GoreTex outerwear. The core message was Weather The Storm and as you will see from this promotional event this was successfully conveyed to a target audience of golfing enthusiasts in an appealingly format, with a clear message about the product’s USB.
If you would like to speak to us about ways you can get your message across through creative digital solutions give me a call on 07775 635 844 or email firstname.lastname@example.org