Strategies to Effectively Deliver Your Product’s Message

Strategies to Effectively Deliver Your Product’s Message

In order for communication to be effective, the receiver of the message must interpret the message as the sender intended them too.
When marketing develops promotions and advertisements, they should be sure to effectively deliver the unique selling proposition or ‘USP’. This term translates into the specific benefit that the customers will get from purchasing the company’s offering. It’s important to accurately determine the target audience for the message to make sure that it is effectively delivered. They should also make sure that all promotions and advertisements translate appropriately when tapping into foreign markets. Certain actions, colors and phrases mean different things to different people and can easily offend other cultures.
After the target audience has been identified, it is important to determine if their demand for a product is primary or selective. Primary demand is the comparison of a market demanding a product category such as chocolate versus a product brand of that category like Hershey’s. When selective demand exists, the consumer market is demanding a specific brand. Determining the demand allows marketers to create a more effective promotion to deliver their message. These messages normally follow the ‘AIDA model’ which stands for attention, interest, desire and action. The objectives of this model are a series of steps with the ultimate goal being to encourage consumers to take action and purchase the product.
There can also be different types of messages for a product. Marketers must determine if they want the message to be funny, inspirational, informational or emotional. Some even use scare tactics and make advertisements scary in order to encourage action. An open-ended message is a promotional advertisement that encourages the consumers to draw their own conclusions. A close-ended message is a promotional message that provides a conclusion to the receiver. The beginning and end of the message should include the strongest points and include the name of the brand and product in order to leave a lasting effect on the receiver.
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