Developing an effective promotional strategy requires much planning. The most important step of your strategy is developing the message.
Developing the message follow directly the position strategy. The important part of your message is your theme. All information in your message must center on your theme.
Developing the message through three parts :
- Message content
- Message structure
- Message format
There are three types of promotional messages contents:
- Informative messages tell people something about your product (Brand awareness)
- Persuasive information convince people to do something (Brand preference)
- Reminding messages remind people about your product (Maintain brand top of mind awareness )
Three types of message structures:
- Rational appeal relates to the audience’s self-interest.(quality , value, economy or performance)
- Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase
- Moral appeal is directed at the audience’s sense of right and proper. (Clean environment)
Finally think about how your message will appear to people. The media or the method used to convey your message will determine your message format. Examples include television, radio, Brochures, and newspaper. Keep your message simple and short .
KISS , Keep It Simple and Short .
