kongu engineering

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Grabbing your customer’s attention and retaining it

The importance of message development


Agenda

• The 6 questions: WHY, WHAT, WHEN, WHERE, HOW and WHO

• The brief: the most important aspect in message development

• The communication strategy: the roadmap• What goes into a message• Media: conventional and emerging • Some great advertising


WHY a message at all?

• Why not word of mouth?

• Businesses / organisations that can / must survive on word of mouth


WHAT are we trying to sell?

• Knowledge is key here: if you don’t understand what your consumer / customer wants, you will be de-selling

• Relevant information• Advertising in B2B is serious: no frivolity there• Babes and babies don’t sell serious advertising


• Research: surprising insights

• ‘Shout louder, get heard better’


Services

• Product here is intangible

• Experience is important


WHEN is the time?

• Product / service / company launch

• Brand building activity

• Topical advertising

• Sustained promotions


WHERE do we advertise?

• Choosing the right media

• Innovations in media


HOW do we advertise?

• The importance of message development

• Breaking the message into the strategic and

creative components


WHO are we?

Seller or

advertiser?


WHO are we?- Seller

Defining goals: short term and long term

Define priorities

Zone in on the right advertising agency


WHO are we?- Advertiser

• Do your homework

• Understand consumer

psyche


WHO are we talking to?

Target audience– If you don’t know

them, you don’t

know what you are

talking about

- Promise versus

reality perception


Target audience

• Advertising in India• The common man approach• Celebrity endorsements


• An ad is as good as its brief

• Facts, figures

• Are the client and agency thinking on the same

platform?

• Constructing the brief


Communication strategy• The roadmap to effective advertising

• Include all possible avenues that can reach out to the

consumer

• Brands need to evolve with the times

• Go out into the market: great advertising does not

happen inside the studio

• Learn from the client; if you are the client, share

information


What goes into a message


Copy• The soul of advertising• The most powerful copy is often the simplest• When everyone talks the same thing, think

lateral• Copy and visuals go together; if they don’t

there is little harmony• If the copy is powerful enough, forget the

visuals


Visuals• Relevance is key• Pictures speak a thousand words• Out of the box is great. But if your audience

does not understand it, you have achieved little

• The same concept, the same visuals: where does the product stand amidst the competition?


Media: conventional and emerging

• Conventional Print

Television

–Radio

–Direct Mailer


Emerging media

Online

Mobile

OOH

Experiential

Sense marketing

Viral


The need to adapt today

• Too much happening everywhere

• Too many conventional forms and thus, a

chance of too much spillover

• The need to connect with the consumer at

every chance a brand can get

• Cost Vs Benefit ratio


The concept must connect all

• Importance of arriving at a concept that can

be seamlessly integrated across all media

• Talk the same language everywhere, all the

time


The concept must connect all

• Execution across all media has to be different

• Execution is key: a great concept can be killed

by bad execution. And a great execution can

add value to an ordinary concept


Some great ads…


Innovative advertising


Social advertising


A quick recap

• Know the 6Qs before you get to advertising

• Understand your consumers / clients

• Promise-reality balance

• Media relevance

• Execution


On a signing note

• Responsibility in message development

• Social relevance

• Caring enough about what we work for and whom

we are addressing


Here’s to a great career in advertising or a great relationship with an advertising agency

Shobhana [email protected]

+91-9787-55-55-44