TOPIC 4 – CREATIVE PROCESS
MESSAGE STRATEGY (WHAT)
3 levels of campaign development
1. Message strategy
2. Creative strategy
3. Media strategy (chapter 6)
Message
= part of strategic thinking
Marketeer will first define the message = strategic thinking process
Cooperation between marketer and ‘strategic’ team of an advertising agency
Together they will set this message right
LEVEL 1: MESSAGE STRATEGY
= What are we going to tell to our target audience to convince them?
(what is special about the product, which benefits, new feature, nice discount?)
The message of your compaign
Starts from communication objectives
Is in lign with (does not contradict) your positioning: your USP or ESP
(add the benefit laddering)
It should be based on customer benefits
As a marketer you should
- Be aware of the interests, frustrations, preferences… of your target audience
- In order to determine what your product/ brand can do for the target audience
Buing persona can be useful
To describe someone who represents your target group in detail
Helps you and others to give target group a face
= representation of your ideal customer
= fictional but based on deep research of your existing or desired audience
Why?
To give your target a face and name
Make it easier to step into the shoes of the customer
MULTI ATTRIBUTE LADDERING
MESSAGE STRATEGY (WHAT)
3 levels of campaign development
1. Message strategy
2. Creative strategy
3. Media strategy (chapter 6)
Message
= part of strategic thinking
Marketeer will first define the message = strategic thinking process
Cooperation between marketer and ‘strategic’ team of an advertising agency
Together they will set this message right
LEVEL 1: MESSAGE STRATEGY
= What are we going to tell to our target audience to convince them?
(what is special about the product, which benefits, new feature, nice discount?)
The message of your compaign
Starts from communication objectives
Is in lign with (does not contradict) your positioning: your USP or ESP
(add the benefit laddering)
It should be based on customer benefits
As a marketer you should
- Be aware of the interests, frustrations, preferences… of your target audience
- In order to determine what your product/ brand can do for the target audience
Buing persona can be useful
To describe someone who represents your target group in detail
Helps you and others to give target group a face
= representation of your ideal customer
= fictional but based on deep research of your existing or desired audience
Why?
To give your target a face and name
Make it easier to step into the shoes of the customer
MULTI ATTRIBUTE LADDERING
