Message Strategy – BMS Notes

It may be time to consider the message you want to convey if you’re considering launching an advertising campaign to further your company’s marketing strategy. The six messaging methods that are most often used in advertising are preemptive, emotive, positioning, brand image, unique selling proposition, and generic. Choosing the message approach that your company will use is a crucial first step in developing an effective advertising campaign. A strong message plan may also assist in positioning your company for growth and significant achievements. One of the primary distinctions between Fortune 500 firms and Small and Medium Enterprises (SMEs), according to Spellbrand, is the emphasis on strategic marketing via brand narrative and the clarity of marketing communications.

Emotional

An emotive messaging approach leverages emotion to persuade. An advertisement using this strategy ought to elicit an emotional response from its target market toward the brand or product. Check out this poignant advertisement on the value of first assistance for a striking illustration of emotional marketing. Emotion has a very genuine, scientifically confirmed influence on customer decision-making; it’s not merely a useful tool to sprinkle into marketing campaigns.

Specialty Product Offering

This tactic draws attention to a distinctive feature of your brand or product that sets it apart from competitors. What distinguishing feature makes your company unique? What appeals to potential customers? The primary selling feature is this. One excellent illustration of this may be found in Simon Sinek’s Golden Circle. In his TED Talk, he presents a simple but effective framework for motivational leadership that begins with a golden circle and the question “Why.”

Because it changes so much depending on the products and services that certain organisations provide, it may be challenging to define the core of a unique selling proposition. Even while a USP is not a slogan, it may be employed as one, which only serves to complicate things. The iconic Domino’s Pizza promise of “fresh hot pizza delivered to your door in 30 minutes or less or it’s free” is among the greatest illustrations of a strong USP. Even though it is no longer available, this very niche product let Domino’s stand out in a crowded market by articulating a special offer that benefited customers in both situations.

• Experts suggest dividing the process of creating your USP into the following three steps:
• Examining your rivals
• Putting oneself in the position of your clients
• generating sentimental ideas for your company

Generic

Don’t be turned off or confused by the term “generic.” This does not imply that you should communicate using bland, nondescript language. A generic advertising approach concentrates on marketing the category instead of the particular brand. For instance, instead of emphasising the advantages of visiting your particular firm, you can decide to stress the advantages of visiting a clinic. For instance, without explicitly pitching the idea to clients, a dentist may use the teeth-whitening category to increase foot traffic to their facility.

Be advised before using this strategy: in recent years, there has been a noticeable movement away from generic message in the marketing environment. Global consumer study done in 2015 by marketing software company Marketo included 2,200 participants. According to the findings, a staggering 63 percent of respondents expressed their extreme annoyance with brands’ repeated use of generic messaging, and 78.6 percent of consumers stated they would only interact with a brand’s coupon or offer if it directly related to their past interactions with the brand.

Positioning

By positioning, a product or brand is distinguished as superior to those of its competitors. These advertisements often incorporate claims like “#1 in customer service.”

Check out this 7-Step Brand Positioning Strategy Process from Cult Branding for a better understanding:

Prior to developing a position strategy, you need to ascertain what makes your brand distinct and sets you apart from the competitors.

To properly define your posture in the market, follow these seven essential steps:

1. Ascertain the existing placement of your brand.
2. Determine who your immediate rivals are.
3. Recognize the brand positioning used by each rival.
4. To determine your distinctiveness, compare your posture to that of your rivals.
5. Create a unique, value-based positioning concept.
6. Make a statement about the positioning of your brand.
7. Evaluate how well your brand positioning statement is working.

Brand Presence

In the event that you want to establish a mental connection with a product or brand, you are probably using this messaging technique. This tactic may not always directly sell a product, but it often gives a brand a personality. For instance, Johnson & Johnson used the concept of “love” in an advertisement that was not specifically directed towards a product.

Perhaps the most significant factor influencing how customers see your brand is its image. It includes everything, including the images in your marketing materials and the colours used in your logo. Maintaining consistency in your imagery is essential to getting customers to think of you when they see it. One excellent method for refining the brand image is to be proactive.

Using a proactive plan is the last but certainly not least option. This indicates that you are opting to assert your product or service’s benefits first. You are the first to inform your target audience about it, even if your competitors may also find this claim to be accurate. Listerine used this tactic in their advertisements, suggesting that using their breath strips would be similar to hiding a crime scene. If you decide to use this strategy, be sure to do a very in-depth analysis of rival companies’ marketing plans and tactics.

Finding the correct message is the first step toward success, but effective message distribution is just as important. To find out more about the strategies reshaping the market and how to take advantage of them for success, download our white paper on disruptive marketing technologies