Let’s talk about how you will be reaching your customers and what type of message you will give them. We have already discussed target markets here so lets bring message into the equation.
Its All About Them
A marketing message is developed to reach your customers on an emotional level, making them more likely to purchase your goods or services. Something that speaks to them. What might your product say? Things like color scheme of packaging or your showroom send a message to your customer – make your message all about what is important to your customers and not what you think is important about your product. Your message should be tailored for each target and run consistently through all of your copy and over all of your campaigns.
Take a look at big media campaigns – especially candidates for office. Ever notice how in a debate they say the same lines from their commercials or even the same lines from debate to debate? This is their message and it is consistent.
How about the Microsoft Windows 7 commercials – “Windows 7, it was my idea” – what is Microsoft saying? That they listened to their customers? While they are telling you about new features, they still have their message built into the story.
A story woven in with your message is a great way to deliver that emotional connection to your customers. Each OnPoint Community Credit Union commercial also tells a story – but their message is that they are a community bank that can take care of your consumer banking needs with a personal touch is in every one. Take a look: