Marketing Messages: What, Where, and Why
While the vehicles used for marketing may move in and out of favor, some of the messaging may lose its flavor on the proverbial bedpost overnight. To help, here’s a look at savvy strategies as well as what works best where and for whom.
Tip: Sell scarcity: A limited-edition or a time-sensitive promotion will encourage your patients and customers to purchase now rather than later.
SETTING THE STAGE
No matter what messages you want to deliver, start by determining your target audience. This is key, as not every demographic or age group responds to the same motivators. That means you likely need more than one marketing strategy.
Before you settle on anything, however, research current marketing trends along with what your competition is doing and saying. The point? Make sure your messaging rings true with your target demographic and, most importantly, that it will help drive sales.
DIFFERENT STROKES
As shared by the demographics experts at techtarget.com, here’s a look at what sort of marketing messaging tends to work best for different consumer categories.
• Silent Generation (born before 1945). Keep it simple with “straightforward content and imagery that relates to the age group. This generation values family, community and respect.”
• Baby Boomers (born 1946-1964). Motivated by good deals, they’re most responsive to superior customer service and can be very loyal to brands that provide it.
• Generation X (born 1965-1976). Skeptical of brands and cautious with their money, they “stick with what they know and respond well to nostalgia, discounts, and word-of-mouth recommendations.” Messaging should be straightforward.
• Millennials/Generation Y (born 1977-1995). Authentic messaging and support of causes play well. Time-sensitive offers and deals do not.
• Generation Z (born 1996–2012). They respond more to reviews and recommendations on social media and can be more loyal to brands than other generations. Short videos along with testimonials and influencer marketing ring true with these potential customers.
SAVVY STRATEGIES
In addition to looking at what drives different demographics, see what’s trending in terms of hot marketing messages and formats.
• Sell scarcity. It’s a purchasing motivator for all consumers in all age groups. In other words, a limited-edition or a time-sensitive promotion will encourage patients to purchase now rather than later.
• Share stories, not stats. According to Psychology Today, “[individuals] retain 70% of information through stories, but only 10% from data and statistics.” Why? Because consumers “use feelings rather than facts to evaluate a brand, and those feelings influence our loyalty, trust, and intention to buy from that brand.”
• Reel ’em in. Video “creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content,” says Neil Patel, co-founder of the digital marketing agency NP Digital.
• Keep things fresh. Whatever messaging you use in your marketing, review regularly and know when to change things up. Consistent tracking will help you see what’s working—and what’s not.
How do you maintain messaging that’s targeted and effective? Share in the conversation on Facebook here.
Stephanie De Long
Comments are closed.
