Through the Static

4 M's?
MESSAGE, MEDIUM, MOTIVE, MEANS

The static – the noise – the snowy television – the fuzzy radio station – the smeared
ink. The eight (at minimum) credit card offers you get in your mail every three days.

Think of this…

We have all heard of the Chevrolet NOVA – right?

The major vehicle manufacturer released the NOVA model with the high expectations. The American market received it well. The Mexican market, Mmmmmm - not so well. NOVA, unfortunately was translated as no va, or literally “does not go.”

 

Channel Noise: One of many hurdles you have to overcome in order to have effective marketing. This is not just limited to the physical interference, but also cultural differences (elevator vs. lift), socially learned responses, and education.

Getting through the static…

THE MESSAGE

Who is the Audience? Do they want to be a
part of the traveling circus? Do they want a
MP3 Player or tickets to Carnegie Hall?

Address to potential clients as if you were
speaking to them One-on-one. Make your message, arresting, memorable, and
attention getting.

 

SPEAK CLEARLY. What do you want to say, how you want to present it, and how best to say it?
STOP and PERSUADE a SPECIFIC audience. Establish how words, type, artwork graphics and color can best get their attention.

THE MEDIUM
In past times media was directed at the masses - with high circulation and little results.

The truth about media is it is now being tailor made to specific interests. Stroll through the magazine racks: InfoWorld, Produce News, PC Gamer, Commercial Arts, have all been produced and geared specifically for niche markets.

Don’t just put your marketing dollars in to the latest greatest best deal offer on x number of column inches. Consider the medium and how your audience will react. Look closely at the intended market demographics the medium reaches, the circulation verses the cost.

THE MOTIVE
What do you want consumers to do? Call? Visit a website? BUY something? Build a perceived value?

Without purpose it is pointless to put any advertising out there. After all, the message and the medium mean nothing with out feedback.

THE MEANS

No matter what your message, medium or motive is, it NEEDs to be
Simple, Clear, and Credible.

Contact Shoaf Design Studio today! Free Consultation!

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Quick Tip

Ask yourself these questions describing communications:

• Who?
• Says what?
• In which medium?
• To whom?
• Under what circumstances?
• For what purpose?
• With what effect?

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Shoaf Design Studio has recently completed are-design and launch for the Pueblo Business Women's Network. An organization dedicated to inspiring and adding support system to business women and men.

Impress
(or at least be able to answer that
winning trivial pursuit question)

“CMYK” is the acronym for the cyan, magenta, yellow, and black plates
and inks used in the four-color printing process. The 'K' originally indicated key registration.

 

 

 

 

 

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