Crafting the Perfect Message – Marketing 101 with David Fradin
By Aditi Bhat
In the third instalment of the four-part marketing webinar, David Fradin threw light on creating effective marketing strategies and crafting the perfect marketing message.
The first step to creating the perfect marketing campaign begins with identifying the sale objectives. While the central focus is usually to boost the profit and revenue of the company, it almost always has several factors coming into play. Management goals could include aspects like unit sales, revenue, margin, market share, branding, customer satisfaction, customer retention, and the aim of selling to existing or new customers.
Finding the perfect fit
Once the marketing objectives are set, the focus shifts to implementing an ideal way of disseminating the message and achieving the brand’s goals. Today, we have come far from the traditional methods of advertising and marketing. So it is vital for a brand to carefully select an advertising medium that will help them have the highest impact and reach their target audience effectively. The brand can implement options like print advertising, direct marketing, collaterals, and social media marketing, which is an essential component of any marketing campaign today.
For instance, you can focus on website promotions, blogs, and webinars in the first round of the marketing campaign while the second and third quarter can focus on mediums like Google Ads, TV, webinars, and in-flight magazines and event sponsor.
However, does a marketer’s responsibility end at just creating a marketing strategy and picking a suitable medium to communicate the message? It probably did a few years ago, but today when each brand is vying for that 10 seconds of attention from its target audience, it might just not be enough. Fradin emphasised that it takes more than a single medium of marketing channel to reach out to the target audience and garner a reaction from them that actually leads into a sale. As per the Kiplinger Newsletter, a brand needs to hit the 7-touchpoint mark before expecting a potential customer to turn into a lead and bring sales to the company.
What does it mean? That you need to reach out to your customer through seven different media or communication channels before expecting them to consider your offer. Internet today is the first preference of brands across the globe to communicate with their customers, occupying about 15% of the global advertising spend.
So now that we have understood what goes into reaching the customer effectively, let’s learn what makes a perfect marketing message. Fradin explained that an effective message should:
- Solve the customer’s problem
- Have an engaging story while capturing the customer’s needs
- Map to the needs of the customer at that point in his/her journey
- Engage and offer a solution – Cover the hows and whys while offering great value to the customer.
An example of great marketing was by Apple when it launched itself as a stylish and sleek brand with the objective of capturing the interest of customers loyal to other phone brands. So did it succeed? Well, just look around you.
Think you are ready for the creating that perfect marketing campaign now?