In my last post, I talked about connecting with audiences over shared value. While this is essential, all of that work finding that shared value can go to waste if the messaging is:
1) Not reaching the audience.
2) Not finding the audience when they are open to hearing it.
This is why marketing to audiences when they are in the right mindset is critical to success.
1) Not reaching the audience.
2) Not finding the audience when they are open to hearing it.
This is why marketing to audiences when they are in the right mindset is critical to success.
We hear it a lot in marketing, "Everyone is becoming immune to advertising". And it is true in some ways. People, especially younger generations, have been bombarded with advertising relentlessly for most of their lives and, as a result, are becoming very good at ignoring messages that are not relevant to them at that moment. That is the key.
People ignore messaging that is not relevant to them AT THAT MOMENT.
If you have a few key pieces to the puzzle, I can assure you that your ad will not be ignored.
Before sending out any message you should ask:
- Is your message relevant to your audience?
AND
- Is your message reaching that audience at a time when they are open to hearing it?
AND
- Is your message providing some sort of perceived value to the audience?
This last point is very important and it can mean a lot of things. Your message could contain great content, that is interesting and makes the audience feel like they have been entertained, informed, etc. This is a perceived value. It could also be more traditional value in the form of tips, advice, insider knowledge, or even a discount or promotion. The point is if the audience perceives the message to have value AND they see it when they are open to hearing the message, your campaign will be successful.
Before sending out any message you should ask:
- Is your message relevant to your audience?
AND
- Is your message reaching that audience at a time when they are open to hearing it?
AND
- Is your message providing some sort of perceived value to the audience?
This last point is very important and it can mean a lot of things. Your message could contain great content, that is interesting and makes the audience feel like they have been entertained, informed, etc. This is a perceived value. It could also be more traditional value in the form of tips, advice, insider knowledge, or even a discount or promotion. The point is if the audience perceives the message to have value AND they see it when they are open to hearing the message, your campaign will be successful.