Impactful messaging leads to successful campaigns

Every day new campaigns are launched by brands for their products or services. However, have you ever noticed how sometimes tears roll down your eyes or a big smile appears on your face while watching a campaign, and sometimes you feel nothing & don’t even watch the full campaign. Why does this happen?

The answer to this question depends upon many factors. However, the most crucial point is the “impactful message” behind such a campaign.

This happens when you feel connected with the campaign, the way it is presented, the message it shares, and the impact it leaves on your heart & mind makes you feel the emotions.

Having a strong message is essential for a successful campaign as it makes the brand stand out from the crowd and convinces the audience to take the desired actions.

Some of the reasons why a message may not be successful are:

• It is too complicated or confusing
• It doesn’t reflect the genuine feelings or thoughts of people who are sending it out
• It doesn’t show respect for the culture and it’s more or traditions

Things that make the message impactful:

• It should be short and simple enough to be understood by the receiver.
• It should provide a clear understanding of the brand and the product or service that is being offered. Also, fulfills the main objective behind such a campaign.

Points to remember while creating a message for a campaign:

1. Goal

It is important to know what’s your goal & objective behind a campaign. A goal means what you are expecting as a result of a campaign.

Creating a message which doesn’t go with the things you want from it is a waste of resources and funds.

The goal can be:

• Spreading brand awareness
• Attracting customers
• Social welfare and so on.

2. Budget

If you do not prepare a financial blueprint of your expenses, you might end up overspending or underspending on your campaign, which in return provides you with no or very little result.

Having a predefined budget helps you in planning a campaign without feeling overburdened.

3. Target audience

While creating a message, you should know for whom the message is. The target audience is nothing but a group of homogeneous people who need the product or services you are offering.

You can define the target audience based on gender, age, income group, education level, religion, region, and so on. Know what your target audience needs and how you can fulfill their needs. It is important to have a message which makes them feel emotionally connected & valuable.

4. Media

How to give the message to your audience? You should select the medium according to the budget and accessibility.

5. Messaging

Once you have clarity about the above points, now is the time to develop an appealing message.

Simple, clear, understandable, relevant, and communicate the true objective of the campaign.

You can select how you want your campaign to appear in front of your target audience and the language, which is easy for them to understand.

6. Results

To know whether the campaign provided you with desired results or not. So, it is important to measure the overall campaign.

• You can do this based on how your target audience is responding to it. For this, you can conduct a survey as well.
• You got the result you defined in your goals.

If you are getting the desired results, then you can focus on the area which is loved by your audience and if the campaign is lacking somewhere then make the necessary changes before it’s too late.

Final thoughts

A campaign is great if it fulfills the objective behind it. The message of the campaign can make your target audience feel connected or make them ignore your brand. So, choose the words correctly by keeping their emotions in mind.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Neha Bahri

Neha Bahri is Founder & Director of Bconnect Communications

A strategic communication entrepreneur professional having close to a decade of experience in the marketing communication & the PR business, Neha brings along a specialisation in creating & building the brand across the domain. Her foundation lies in learning & distributing the learning among the peer group.