Effective Advertising Part 3: A Message Beyond the Message

Part 3: A Message Beyond The Message

Understanding how to reach a targeted audience is obviously marketing 101, moving forward in this process requires optimal curation of a message.

A message when it comes to advertising needs to bring numerous elements to the table. So while being methodical pays off in a lot of areas, from what I’ve noticed, a more abstract approach finds ideal results.

Just like part two of this series emphasized, it’s your job as a potential marketer to connect with an audience on an abstract level. Simply relaying a concrete message such as, “We’re having a sale on…” is going to be seen as off-putting, bland, and likely ineffective. Common sense, right? Right.

When I say “creating a message” I’m talking about the overall theme, tone, and specific message combined all in one. Vital utilization of all three of these elements will lead to an effective message.

Creating a methodical message is something that should be pretty straight forward. If you get stumped at this point, perhaps work in IT or something, but a message can only go as far as the theme and tone it’s presented in. That’s what part 3 of this series will look to focus on.

This would be a point where creating a message at hand would rely on your specific audience, industry, and company voice. If you would like to see how brands effectively reach their target audience, part 2 enforces that well.

This edition will go off the premise as part 1 did where this message will attempt to connect with the entire population at one time (yes, it’s highly unlikely you end up in a situation as such, but it does happen with global phenomena such as the World Cup, the Olympics, etc.). So, here we go…

When creating a message for a broad audience, your most vital tool is tone. Some brands spend decades establishing a company tone that an audience can immediately identify and relate with. If executed effectively, you end up with massively successful campaigns such as Apple, Coca-Cola, and McDonald’s.

I know it was used in part 2, but I’m going to use Coke as an example once again just because they do it so damn well.

Coke has established a brand not only on the back of their product that is the highest grossing cola to date, but they have established a company tone & voice that audiences genuinely enjoy.

Coke sets their tone with uplifting and happy slogans to boot.

In 2006 they utilized “The Coke Side of Life”, and because they brilliantly attached this slogan to nothing other than cheerful, happy commercials, audiences automatically connected Coca-Cola to happiness. It was this level of brilliance that established the Coca-Cola brand moving forward.

In 2009, they took a more linear approach by utilizing, “Open Happiness.”

Recently, Coke enforced a new slogan, “Taste the Feeling.”

What? Taste the feeling? You mean the feeling they were able to have audiences resonate with when they watched a Coke commercial?

Woah… It’s almost like they choreographed this entire plan prior to 2006.

So if you didn’t catch my sarcasm there, Coca-Cola ingeniously crafted a plan that spanned over a decade to get one simple message across…

Coke = Happiness

That’s the simple message they wanted to relay, and through their strategic tactics that saw a gameplan which entailed three different slogans covering a time frame of 12+ years, the rest is history.

Ladies and gentleman, that is how you create an effective marketing message, or in this particular case, a message beyond the message.