They spent weeks researching and crafting the perfect message to communicate their company’s point of difference and compelling benefit. They even launched an outstanding campaign to push the message out to their target audience. Yet months have gone by and they still haven’t seen the sales lift they were expecting. Why?
We’re all familiar with the old adage that it’s quality not quantity that counts. Unfortunately, in terms of the 2011 global advertising picture, neither quality (effectiveness) nor quantity (ad spend) has a rosy outlook.
As marketers, we all know the value of “getting into the mind” of our target audience — understanding their motivations and behavior so you can connect with them in relevant ways. Neuromarketing takes that aim quite literally…
Working through a recession doesn’t mean you should resort to cutbacks or settle for flat business performance. Proactively investing in growth strategies during tough economic times can enable you to jump ahead of the competition while others “wait out” the storm.
It’s not what you say … it’s how you say it. That’s especially true when thinking about the emotional connection your message has with your target audience. At OnMessage, we stress both sides of the messaging equation … both WHAT you say and HOW you say it. We believe solid messaging and positioning is just the start. Communicating in a way that makes an emotional connection is a critical part of the messaging development process.