“It’s not just what you say that stirs people. It’s the way you say it.” – Bill Bernbach
In marketing, coming up with a compelling message is only half the battle. The other half? Choosing the right media channel to deliver that message.
Think about a product designed for senior citizens. While a snazzy online ad might appeal to a younger demographic, it might not be the most effective way to reach an older audience who may still prefer traditional media, like newspapers or TV.
The power of a message lies not just in its content, but also in its delivery. Here are some reasons why the medium is so crucial:
- Audience Accessibility: Different demographics access information in different ways. Younger audiences might be on social media, while older groups might rely on radio, TV, or print.
- Message Retention: Studies have shown that messages delivered through certain media tend to be retained better. For example, tangible marketing materials, like brochures, can often have a longer shelf life in a person’s home compared to a fleeting online ad.
- Credibility and Trust: Some audiences might find messages delivered in newspapers or magazines more credible than those seen on social platforms, and vice versa.
Action Step: Think about who your target audience is. Are you using the best media channels to reach them effectively? Take some time to research where they spend most of their time and how they consume information. Adjust your marketing strategy accordingly.
Remember, in an age where everyone is bombarded with messages, ensuring your message reaches your audience through the right channel can be the difference between being seen and being overlooked.
To learn more about creating marketing messages and choosing the right media channels, be sure to check out our book of the week: “Magnetic Marketing” by Dan S. Kennedy.