Often, within a market, there’s a lot of noise and activity, so it’s hard to stand out. If the messaging is not enticing, or strong enough, it will not be heard, regardless of how good the proposition is. Messaging Development is essential for launch, growth or diversification.
Even the best disruptive technologies, products and services will not fly if they do not target the right audience, in the right way.
There are many challenges when bringing a new product or service to market. Whether the business is trying to create a new market or is a new brand trying to find space in an existing market, a different approach to messaging is needed. But, regardless of how different the environment is, the core challenge will remain: to create a brand and product that attracts engagement. And before any campaigns are created, the messaging needs to be established to build a believable brand and gain any form of ROI.
Developing the right messages for your brand is often referred to as ‘strategic messaging’ or more broadly, ‘strategic communications’. Regardless of its name, the objective with all messaging, which forms the basis of all campaigns, is to follow the funnel of awareness, interest and engagement, and the message will change depending on the audience and where they are in the buying cycle. The messaging needs to touch the target audiences’ needs and motivations, whilst demonstrating the value that the proposition delivers to them.
Tidal Marketing will create different messaging for each of the target audiences -the customers, users and influencers - based on the intimate understanding of their needs and specific engagement topics. We will ensure the messaging is always aligned to the value proposition.
Tidal Marketing will detail the channels of communication for each audience, based on their touch-points, interactions and personas to guide the creation of all campaigns. This element of the Go-To-Market Strategy ensures the message is not lost as ‘noise’ and stands out within the marketplace. Contact us to find out more about how you can create strategic messaging for your consumers.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
Laura Warren, Digital Marketing Manager, MyLondonHome