Key messages and their value

‘Getting the message right will evoke the right response in the mind of the customers’.
Sounds an obvious statement but often the focus on communication and promotion is around the format of promotion and not the message. 

Most companies create messages from an internal viewpoint instead of ‘climbing into the mind of the customer’, thinking about what they want and what will wet their appetite.

The words need to complement the graphics and the graphics need to complement the words.

The next trick is to find the most cost effective range of comms formats.  Most brands need to be seen in a variety of locations and of course the old adage of ‘repetition, repetition, repetition’ is as true nowadays as it ever was.

Examples
 
A recent client company produced a list representing their product range.  The list was to be used as a selling tool for existing customers and also any potential customers. 

It was produced internally, with key messages hidden in the body copy, no photography of what was a very photogenic product, and little information on the order process. 

In RFM’s terms, this company was hiding their key selling points from customers.  In an ideal world, the recommendation would be to revamp their promotional materials.  In the short term however, some time spent on layout and a reshape of their existing material will be beneficial.

For more info contact russ@rfm.co.uk