This document discusses effective messaging strategies. It emphasizes determining the target market by identifying why you are advertising, what you are advertising, who you are trying to reach, and where you will advertise. It recommends charting these factors and choosing a creative strategy that fits the target audience and advertising medium. Effective messaging involves brainstorming respectfully, keeping the message short and focused on benefits for the target customer. The overall goal is to build relationships by fitting the right message to the correct audience.

1. MESSAGING
Presented by
Janet Muhm

2. Messaging

3. Messaging

4. Messaging

5. Messaging
Messaging is the most effective way to close the gap
between advertising that costs and advertising that
pays.

6. Messaging
Cost of messaging
Cost of placing an ad

7. Messaging
Time needed to place an ad
Time needed to message
to your target audience

8. MARKET BEFORE MESSAGE

9. Market
Finding your market
The five Ws g Why
g What
g Who
g Where
g Wow

10. Market|why
Why advertise?
a) Because the ad rep won’t stop calling
b) Because it’s a good deal
c) Because we have a new logo H
d) Because we need more business H

11. Market|why what
What to advertise?
a) your community
b) your outstanding work force
c) your schools
d) your low electric rates
e) all of the above H
f) none of the above H

12. Market|why what
What to advertise?
Is your Unique Selling Proposition (USP)…
g an industry cluster?
g a unique overlap of industries?
g an unusual business?
g a close association with a university?
g a distinct geographical asset?

13. Market|why what
What does your community have that others don’t?
Say it first and you have a USP.
energy life science
farming/
agribusiness
plant and
animal health
biodiesel, algae
proteins &
wind
nuclear
energy and
medicine

14. Market|why what who
Who are you advertising to?

15. Market|why what who
Use the air campaign to set
a) an industry
b) site consultants
c) everyone
d) a person H

16. Market|why what who
Identify the person you want to talk to. Then use your
ad to “talk to them” through genuine communication.

17. Market|why what who
Who are you advertising to?
g % of the readers that are male
g Age range of the largest segment of readers
g Educational attainment of average reader
g Average salary of readers
g % of readers C-level executives
g % of readers with a technical background?
g What other pubs are subscribers reading?
g Who are the other advertisers in this magazine?

18. Market|why what who where
Where will you advertise?
a) in a brochure H
b) in a magazine H
c) on the side of a cow H
d) on the web H

19. Market|why what who where
Where will you advertise?
Primary considerations…
g cost
g geographic market
g number of impressions
g quality of those impressions
g timing

20. Message| the wow factor
HOW to WOW
Fitting your message to the correct target audience
will help build the relationship after the sale.

21. Message| the wow factor
“It fits!”

22. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE

23. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy

24. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
g band wagon
g comparison
g slice of life
g fear
g value-added
g testimonial
g branding
g 100% urge to action

25. Message| the wow factor

26. Message| the wow factor

27. Message| the wow factor

28. Message| the wow factor

29. Message| the wow factor

30. Message| the wow factor

31. Message| the wow factor

32. Message| the wow factor

33. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
g allow your left brain to take a nap
g be respectful to others
g designate a note-taker
g bring cookies

34. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
4. Practice the golden rule
g Be kind to your competitors
g Respect your readers’ intelligence

35. Message| the wow factor
HOW to WOW
1. Chart WHY, WHAT, WHO, WHERE
2. Choose a creative strategy that fits your ad buy
3. Brainstorm
4. Practice the golden rule
5. Keep it short and sweet

36. Message| the wow factor
BUSINESS
HAPPENS
HERE.
www.missouripartnership.com

37. Message| the wow factor
BUSINESS
HAPPENS
HERE.
www.missouripartnership.com
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3
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38. Messaging
BUSINESS
HAPPENS
HERE.
www.missouripartnership.com

39. Moving ahead…
Get your message into print