A Lesson In Relevant Messaging

Recently, my daughter’s kindergarten class visited a local dentist’s office. When I picked her up from school, she excitedly climbed into the car to tell me about her adventure. As she chattered away, she began pulling items out of her bulging dental “goodie bag” and proudly telling me a story about each one.

About half way through her presentation, she pulled out a sticker of Lightning McQueen (the main character in Pixar’s animated film Cars) and, without hesitation, threw it aside and said, “I don’t want this. This is for boys.” 

And there it was. So matter-of-fact.

In a world where, ever increasingly and with alarming speed, information is piled upon us from all directions, we quickly make decisions about what’s important to us and what isn’t. We retain what is relevant, and nix what is not.

Today’s marketers are faced with the never-been-tougher challenge of figuring out how to best cut through the noise and clutter of media messages to reach their target audiences. According to the cross-channel marketing firm, MindFireInc, “Each day we encounter approximately 3000 media messages…we may remember 52 of them…and we will positively remember only four.”

So, how do you get your customer to remember?

Driven by the explosion of data and technology, today’s customers want relevant, timely messages. They want interactions that are tailored around their unique history with the companies and organizations they choose to do business or associate with. Marketers must use what they know about their customers to further develop and deliver highly personalized messages, at the right time through the right channels.

Your customers are asking you to truly know them. To speak one-on-one with them. To make a personal connection they’ll remember and respond to positively.

Getting this right isn’t easy, and certainly, it’s a process rife with ambiguity, nuance, and complexity.

But at the end of the day, perhaps it boils down to looking at our marketing through a child’s eyes and simply asking ourselves if our customer would declare in response, “I don’t want this.”

Written by Tracy Schneider,
Marketing Strategist & Creative Designer,
AlphaGraphics in the Cultural District 

 

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