The Fundamentals of Messaging

Deborah ObalilExecutive Director

Association of Independent Colleges of Art & Design

Promotion

People

Price Position

Place Politics

What are the key tactical elements of marketing?

Product

Consumer insight

Purchase decisions are made in the unconscious mind. Repetition implants the purchase idea in the unconscious mind.

Jay Conrad LevinsonGuerrilla Marketing

Promotion Strategy

Say what? To whom? How & Where?

Promotion

What are we saying about ourselves? What communications tactics are we currently

using? Which have worked best/least? What other messages and media could we be

using? Are we budgeting enough for marketing to be

effective? Are we capturing the data to know what’s

working and what’s not?

Communications Mix

Brochure Reminder Card Posters Ticket Inserts Direct Mail Radio ads Print ads TV ads

Billboards Yellow Pages Special Event Public Relations Telemarketing Sampling Coupons Point-of-purchase

Displays

3 Keys to a Powerful Message

Intimate understanding of the target

Product positioned to address consumer needs and desires

Solid communications strategy

Communications Strategy

Objective - What do you want thecommunication to do? Raise awareness? Make people buy?

Target - Who are we trying to reach with the message?

Message - The promise; one concise statement

Communications Strategy

Support - The facts and features that support the promise; the reason to believe the message is true

Tone - Feeling inspired by the message; the product’s personality

Can you find the Communications

Strategy in this ad?

Turn off the tube and come out to Brookfield Zoo. Our new 24,000 square foot interactive wetlands exhibit features a lot of colorful

characters. None of them in politics.

Communications Strategy -The Swamp: Brookfield Zoo

ObjectiveTo convince the target to come to the new Interactive Wetlands Exhibit at the Brookfield Zoo

TargetAdults who don’t want to live life on the sofa . . . and don’t want their children to either

MessageThe new wetlands exhibit at Brookfield Zoo is a hip, fun, live adventure you’ll enjoy . . . And so will your children

Support• Large exhibit – over 24,000 square feet• Interactive• Lots of different, colorful creatures

ToneAppeal to adults, but position the exhibit as fun for everyone. Fun, rediscovery of your childhood.

Find the Communications

Strategy in this ad

Communications Strategy –Freak: John Leguizamo

ObjectiveTo convince the target to come to see John Leguizamo in Freak.

TargetHip young adults, or those who still believe they are (Boomers), who are looking for entertainment on the edge

MessageJohn Leguizamo is a hip, one-of-a -kind, off-the-wall comedian who will freak you out . . . and your date as well

SupportThe critics from the biggest New York newspapers (and CBS-TV) were really enthusiastic about him; quotes from Boomer icons

ToneAppeal to hip, young, ‘with it’ crowd by reflecting their attitudes and speaking their language. . . and standing out on the page

Exercise – Develop a communications strategy

The Cutting Edge presenting organization is planning a 3-day run of E&K's all-nude, butoh-inspired, 90 minute with no intermission performance piece entitled Waves. Past experience has shown that contemporary visual arts audiences often know more about butoh than performance audiences, though E&K have strong brand recognition in the dance world. The piece will be performed in a non-traditional space that is accessible by public transit.

Task #2

Apply that communications strategy to an online or social media channel (aka – not traditional print media or radio).

How might your efforts be different given the same communications strategy using different media delivery platforms?

SimpleUnexpectedConcreteCredibleEmotionalStories

Source: Chip & Dan Heathheathbrothers.com

Making Messages Stick

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Beware – the Curse of Knowledge

Turn your Mission into a

SimpleUnexpectedConcreteCredibleEmotionalStorys

Making it Real

Two Roles

Making communication materials

Directing someone else who makes them

Doing it yourself

Don’t—if you can avoid it.

Need one thing above all else – a concept

Concept vs. Strategy

A concept is actionable

A concept is a creative version of the strategy

A concept is the way a strategy is executed

Example Concept –American Express

Their goal: Get people to use the card The strategy: Make using the card an

expression of user status The concept: Status becomes exclusivity.

Desire. Envy. Idolize. Idols - Make this the card of our idols and it

becomes the card of status

American Express Example

And the campaign is, “Member Since…”

One of the most recognizable campaigns in history. Athletes, politicians wide range of people in the campaign.

Also leads to “Membership has its privileges””

What’s This?

Another example –Absolut Vodka

Their goal: Get people to ask for or buy Absolut Vodka

The strategy: Play off the tasteless nature of vodka to show that it goes with any occasion, you can be creative with it

The concept: Artistic/creative play on the bottle, making it most recognized bottle on the bar shelf

Choosing your media

Challenge pre-conceptions

Ask yourself if your media matches your message

Remember the mix

Challenge preconceptions

If you feel like you have to beg something from people, turn around and demand it

Pretend you’re a 2 year-old and ask “Why” about 100 times

Match media to message & target

Different media choices for different targets

Niche media can be powerful

Don’t mix emotion and logic

Cutting through the clutter

Powerful language Impactful visuals Use color for effect Make it easy to read Establish and maintain consistent layout

style Develop a logo or logotype

Doing it yourself

Don’t try to do it all at once Do your strategy on a Monday Wait until Wednesday to come up with a

concept On Friday worry about execution Break it up into manageable and separate

tasks – give each step breathing room

Getting someone else to do it

No one is as committed as you

It is your job to keep them focused

“Creative people are not good at external focus. They focus on what matters to them. Selfish lot that they are.” – Creative Director

Your responsibilities

Focus and clear definition will get you what you want and need

NEVER try to tell someone what you see in your head

Getting someone else to do it

Clearly define executional parameters What color is your logo? What is the name/date/location of what you

are selling? What is the media? Or is that open for

discussion?

The Message

What is the single most important point that you want the audience to walk away knowing?

This is not a series of points. It is not a variety of nuances.

If I hit the audience over the head with a hammer what would they remember?

Creative Brief components

What is the product? (All the specifics)

Who is the audience? (Names, addresses)

Why would the audience care? (Note this is not why does it matter)

What are the executional mandatories

Getting someone else to do it

Once you’ve given your input, get out of the way

Ask for three versions to choose from Pick the one you like It is not a salad bar

Getting someone else to do it.

When giving feedback. DO NOT try to provide half a solution.

If you have a problem with something, work to explain what you want to accomplish.

Don’t say things like, “just move the logo over there” and “I like the word gregarious instead of nice.”

Back to the exercise

Write the creative brief for E&K’s engagement. Remember. . .

- What is the product?- Who is the audience? - Why would the audience care? - What are the executional mandatories- What is the message?