messaging

MESSAGINGPresented by

Janet Muhm

Messaging

Messaging

Messaging is the most effective way to close the gap between advertising that costs and advertising that pays.

Messaging

Cost of messaging

Cost of placing an ad

Messaging

Time needed to place an ad

Time needed to message

to your target audience

MARKET BEFORE MESSAGE

Market

Finding your market The five Ws g Why

g What

g Who

g Where

g Wow

Market|Why

Why advertise? a) Because the ad rep won’t stop calling

b) Because it’s a good deal

c) Because we have a new logo Hd) Because we need more business H

Market|Why WhAT

What to advertise? a) your community

b) your outstanding work force

c) your schools

d) your low electric rates

e) all of the above Hf) none of the above H

Market|Why WhAT

What to advertise? Is your Unique Selling Proposition (USP)…

g an industry cluster?

g a unique overlap of industries?

g an unusual business?

g a close association with a university?

g a distinct geographical asset?

Market|Why WhAT

What does your community have that others don’t? Say it first and you have a USP.

energy life science

farming/agribusiness

plant andanimal health

biodiesel, algae proteins &

wind

nuclearenergy and

medicine

Market|Why WhAT WhO

Who are you advertising to?

Market|Why WhAT WhO

Use the air campaign to set a) an industry

b) site consultants

c) everyone

d) a person H

Market|Why WhAT WhO

Identify the person you want to talk to. Then use your ad to “talk to them” through genuine communication.

Market|Why WhAT WhO

Who are you advertising to? g % of the readers that are male

g Age range of the largest segment of readers

g Educational attainment of average reader

g Average salary of readers

g % of readers C-level executives

g % of readers with a technical background?

g What other pubs are subscribers reading?

g Who are the other advertisers in this magazine?

Market|Why WhAT WhO WhERE

Where will you advertise? a) in a brochure Hb) in a magazine Hc) on the side of a cow Hd) on the web H

Market|Why WhAT WhO WhERE

Where will you advertise? Primary considerations…

g cost

g geographic market

g number of impressions

g quality of those impressions

g timing

Message| ThE WOW fACTOR

HOW to WOW fitting your message to the correct target audience will help build the relationship after the sale.


“It fits!”


HOW to WOW 1. Chart Why, WhAT, WhO, WhERE



2. Choose a creative strategy that fits your ad buy




g band wagon g comparison g slice of life g fear g value-added g testimonial g branding g 100% urge to action




3. Brainstorm

g allow your left brain to take a nap

g be respectful to others

g designate a note-taker

g bring cookies




3. Brainstorm

4. Practice the golden rule

g Be kind to your competitors

g Respect your readers’ intelligence




3. Brainstorm

4. Practice the golden rule

5. Keep it short and sweet


BUSINESS HAPPENS HERE.

www.missouripartnership.com




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Messaging



Moving ahead…

Get your message into print

messaging

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