26 Aug Why key messaging is an important part of your marketing strategy
Apple, Nike, Disney, Starbucks. Global corporations that have transcended their counterparts. Powerful brands that have captured the hearts of consumers the world over regardless of sex, race or gender.
What do they have in common? What propelled these companies from obscurity to greatness? Each one of these business giants had leaders who understood that effective marketing strategy is the key to their lifeline – their customers.
They were aware that the best product did not necessarily translate to huge sales. For how do you generate sales if consumers don’t know how your products answer their needs?
With the efficient use of key messaging, these companies were able to communicate who they are and what they stand for – they were able to communicate their brand. They used their key messages across all their marketing strategies – from print ads to TV commercials to web banners. Their key messages reverberated in employee halls and corporate functions. The result? They exceeded their own expectations. Their key messages did not only work on a huge slice of their target audience but dominated the world as well.
What is a key message?
A key message is more than a string of words grouped together. It defines your values. It tells people who you are, why they need to buy from you or use your services and how different you are from your competitors. It is your unique selling proposition, the thing that distinguishes you from all the rest.
Crafting an effective key message that engages consumers and generates sales may not be an easy task, but it is achievable. You need to brainstorm with your partners and dig deep into the core of your business. Ask yourselves what you want people to remember about your product or service. For example, would you want them to remember your washing machine as the innovative appliance that can make whites whiter or a household necessity that provides comfort and convenience, giving families some extra time to spend precious moments together? Or, is your service one-of-a-kind in your market, are you in a saturated market but still unique, or are you simply the best at what you provide for your customers?
The importance of key messaging cannot be overstated. In fact, it is one of the determinants of a business’ success.
If you need help in creating an effective key message, consult expert marketing strategists. They can guide you and your associates in the brainstorming process to come up with a unique key message that can lead to your success.