About this Course

An effective marketing campaign begins with an effective marketing message. It's important that our message addresses the issue of who the message is for (the target market), why we offer our services (the benefits or the problem we solve for the target market) and how are we going to reach them (the marketing tactics and considerations of the marketing mix).

Crafting a consumer focused marketing message is a process. This course will cover four aspects for creating an effective message by assessing your target audience; determine how your products/services solve the target audiences' problems; then develop a message that meets the underlying needs of the target market; followed by reviewing and evaluating the results to determine where you can improve for future campaigns.

Developing a Consumer Focused Marketing Message (BM-SM-406E-1) is a national competency unit from the Business Management (BM) Workforce Skills Qualifications (WSQ). It is suitable for Level 4 executives, managerial level staffs or entrepreneurs who want to develop marketing messages that will engage their target audience and move them into action.

Learning Outcomes:

Upon completion, participants will gain the knowledge and skills to write an effective marketing message. Competency elements covered in this unit include:

• Assess target market to determine their underlying requirements with regard to organisation's products/services.
  
• Evaluate how organisation's products/services solve or meet target market's underlying requirements.
  
• Craft marketing message that meets underlying requirements of target market.
  
• Evaluate effectiveness of marketing message following campaign to identify areas of improvement.
  

Course Outline:

Introduction and Overview

• Course objectives
  
• Project requirements
  

Determine the target market segment for marketing message

• What are the target audience demographics?
  
• What are the target audience psychographics?
  

Evaluate how the organisation's products/services solve or meet the target market’s underlying requirements

• Identify the benefits or state the solutions of products/services
  

Determine the objectives of the marketing communication activities

• Create or enhance brand awareness
  
• Create customer awareness of needs that the organisation's products/services may fulfill
  
• Encourage actions from target audience, such as purchase of organisation’s products/services
  

Identify the characteristics of an effective marketing message

• Is it compelling & is it credible?
  
• Unique, Emotion-driven
  
• Message clarity
  
• Relevant message
  
• Use of appropriate language for target audience
  
• Target audience action-oriented
  

Consideration when selecting the marketing communications mix

• Desired impact of the message
  
• Available resources, such as budget and manpower
  
• Organisation’s branding policy
  
• Existing media platforms
  
• Timing
  

Craft a marketing message that meets the underlying requirements of the target market

• Review message of competitors
  
• Articulate benefits of organisation's products/service in a persuasive manner
  
• Identify and evaluate organisation’s competitive advantages
  
• Set message strategy
  
• Review assessment of target market's response to intended message
  

Evaluate effectiveness of the marketing message following the campaign to identify areas of improvement

• Reach, Brand awareness
  
• Brand loyalty
  
• Recall, Visibility
  
• Media mentions
  
• Impressions per month
  
• Cost effectiveness, including return on investments (ROI)
  
• Frequency, Hit Rate
  

Review, Evaluation and Close

Who Will Benefit?

Level 4 executives, managerial level staffs or entrepreneurs who want to develop marketing messages that will engage their target audience and move them into action.

Learning Methodology

Participants will be assessed after they have been taught a particular competency through presentation, written assessment and oral questioning. A Competent or Not Yet Competent assessment will be given at the end of each competency unit to confirm if participants have acquired the skills and knowledge of the subject.

Certification

Upon successful completion, participants will receive a Statement of Attainment (SOA) in BM WSQ Developing a Consumer Focused Marketing Message awarded by WDA.

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