On average, it takes 9 to 13 “touches,” or audience engagements, to make a lasting impact on your consumer. Every engagement must reinforce a consistent strategic messaging about your company, product, or service to leave the right impression. Developing your marketing message strategy is essential.
What is a Message Strategy in Marketing?
A brand messaging strategy is a roadmap your business follows to ensure your communication with your target audience is consistent, accurately reflects who you are, and helps them to remember you. At Paradigm, we have identified key elements of message strategy that we work with our clients to incorporate into all types of message strategies.
Research in Marketing Message Strategy
There is often a disconnect between the features and benefits that a company touts in relation to their products or services in their advertising message, and those their audiences actually want. Additionally, our perception of client “pain points” is different than that of the clients themselves.
So, the success of any strategic messaging strategy lies within the research. We conduct anonymous customer interviews to identify your customers’ true perceptions, wants, and needs – thus giving us the information we need to develop your marketing message strategy and position you in the marketplace through the appropriate brand message. During this process we uncover:
- What does your target audience find most valuable in your product or service
- What were their entry pain points?
- These are the initial reasons or circumstances that encouraged your customer to initially seek your product or service in the marketplace.
- What are their buying triggers?
- What are their impressions of your company, products, and services? What are their impressions of your competitors’ products and services? And, how do they perceive you against the competition?
We learn this by asking them, through a comprehensive series of customer interviews where we uncover their buying behaviors, values, triggers, and influences, and then use that information to inform your marketing message strategy.
Establishing a Differentiating Concept
Your marketing message strategy must separate you from your competition. To do so, we research the competitive environment to understand how your competitors are positioning their products/services and value propositions in their message strategy and determine the outlets they are utilizing to reach the target audience. We look at their websites, advertising, marketing, and social media efforts to identify their marketing message strategy and what they do well. We then compare that to what your customers said your company does well and see what overlaps.
What does not overlap are your competitive differentiators, which are powerful tools in the message strategy in your advertising.
Building Your Marketing Message Strategy
We compile and analyze all of the valuable customer and competitor information collected, and the resulting analysis reveals:
- The sweet spot of customer need(s) you satisfy over your competition
- The features or benefits that your audiences are looking for most, and that you can deliver
- The emotional connection you can make, and through what media, which will impact your target audiences’ decision-making
These insights are melded to create your marketing message strategy – with the specific language your customers are using for maximum impact.
We Separate Perception from Reality
Knowing what your customers want versus what you think they want can be the reason your customers choose you over your competition; it can also be the difference between success and failure.
We can help you determine what is the best messaging strategy for your brand. Contact us today and together, we’ll develop your marketing message strategy that identifies who you are, your differentiators, and your value propositions – and communicate it in such a way that will resonate with your audience, and clearly set you apart from your competition.