Finding The Right Message For Your Marketing Campaign

Wednesday, January 9th, 2013

Finding The Right Message For Your Marketing Campaign

In a social experiment by Washington Post a couple years ago, a talented violinist performed in one of Washington D.C.’s busiest metro stations where more than 1,100 people travel every day. In the 45 minutes the musician played, only 6 people stopped and stayed for a while. About 20 gave him money, and he collected $32. When he finished playing, no one applauded, nor was there any recognition.

No one knew this, but the violinist was Joshua Bell, one of the most talented musicians in the world. He had just played one of the most intricate pieces ever written, on a violin worth $3.5 million dollars. Two days before his playing in the subway as a part of this experiment, Joshua Bell sold out at a theater in Boston where the seats averaged $100.

There is so much to be learned from this story and I encourage you to search it online and read the full summary; however, we want to look at this from a marketing perspective. This experiment highlights some VERY important points when it comes to developing messaging for your next marketing campaign.

Joshua Bell’s performance was absolutely beautiful. It was played on the best violin and by a music genius. However, despite all of that, very few people paid attention to him or even realized he was one of the most talented violinist in arts today. This is much like a marketing campaign for your company. The campaign is beautiful, but people just don’t take the time to pay attention. Maybe they don’t see it as valuable or worth their time; much like the hundreds of people who didn’t think Joshua’s performance was worth their attention on their busy day.

This story brings up the question: It is one thing to have an amazing looking campaign (print, video, interactive, etc.), but is it going to the right audience, at the right time, and with the right message? Is it being completely ignored and producing barely any results? If this sounds familiar, below are some quick tips to help you think through when developing your next campaign:

  1. Analyze your audience or market you want to reach. If you expect results, you need to target your messages to the right people, in a language that resonates with them.
  2. Develop your campaign’s core idea with your audience in mind. Never lose sight of your audience.
  3. Once you have a great core idea, make sure you do research on the best ways and times to reach your audience. Your audience may  like to consume information online, rather than in print, and you may not even know it.
  4. Make sure you have a call to action or the tone of the campaign evokes a reaction from the audience it is being developed for.
  5. Possess the skills to develop the campaign or find a professional team to assist you.

We could go on and on with what this story can teach us, but I will leave you with a quote from Matcha Design’s President, Chris Lo:

“When developing a campaign it is vital that the message resonates with the audience, or it will produce little response and ultimately be ineffective. A great message requires both creative planning and execution, and you must keep it at the forefront of campaign design. We strive for this every time at Matcha Design.”

An ineffective campaign means losing time, money, resources and opportunities for your company/organization. Give us a shout if you like to know more of how we can help you to get a great marketing campaign going. We love to partner with you.

About Matcha Design

Matcha Design is a full-service creative B2B agency with decades of experience executing its client’s visions. The award-winning company specializes in web design, logo design, branding, marketing campaign, print, UX/UI, video production, commercial photography, advertising, and more. Matcha Design upholds the highest personal standards for excellence and can see things from a unique perspective due to its multicultural background.  The company consistently delivers custom, high-quality, innovative solutions to its clients using technical savvy and endless creativity. For more information, visit

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