Brands run countless marketing campaigns concurrently for all sorts of reasons. Whether this means several (really, dozens of) versions of a movie trailer, a back-to-school promotion or an NFL package, brands will diversify messaging across channels to ensure the right message reaches the right person at the right time.
If niche messaging is important, it’s equally important to be consistent as you’re creating multiple versions of marketing campaigns for different audiences. Take the World Cup, for example. We saw literally dozens of spots promoting the World Cup: some in Spanish, some in English, fifteen seconds, thirty seconds, some for web, some for TV, and so on. Sounds overwhelming when you view all the marketing activity in its entirety. But, if it’s done correctly, these different assets will reach different audiences in different channels – and therefore appear relevant.
It’s important to draw the line at some point. With this hyper-specific marketing come challenges—namely, ample fragmented messaging leading to potential brand dilution. Which is why understanding your consumer data is so critical for your segmentation since in the end, each segment must be messaged in a way that’s appropriate for that, and only that, segment.
Each segment has preferences in terms of frequency, touchpoints, topline subject matter, and so on. This drives how you look at messaging – that you message for each segment in a way that’s relevant, timely and plays to their preferences.
Do you need to spray the general market with forty versions of the same concept? No. You can release five (or whatever number you determine) really solid, targeted offers, calculate a more precise ROI, save a bundle on production costs and, most importantly, retain your strong brand equity.
The retail industry teaches us how to do it right. They’re not building new content; they’re repurposing it with new text and blocking. They’re building the images, language and offers and tweaking them based on the target persona. In essence, this is the driving force of advertising.
This translates into other industries and across channels pretty simply, if you don’t overthink your original concept. Just stick to clean messaging, well-built targets, and creative you can hang your hat on – content problem, solved.