What was said? What was not said? How it was said?

Making your message relevant is the single most important aspect of marketing communication.

Of course the content is the key to all this, but the language is just as important.

The following picture shows a flyer at an art museum event. It was obvious what the objective of this flyer was: connect with a younger demographic. Note the language of this flyer.

First, the pictures reflected young people studying the arts. This shows pictorially who the target of this piece is. While the pictures looked staged, they serve their purpose.

Second, the language such as “peeps” is very reflective of the language used by the target demographic. As marketers, you need to make sure that you are talking the same language as your target audience.

Third, it is what’s not said that matters. The Facebook logo and Twitter logo was simply there. This piece assumed that the target would get it, and they do. The target demographic did not need you spell it out. Had this piece spelled out what these logos mean, the target would think that this piece does not “get them”.

The last point I’d like to make was delivery. This flyer was posted at a “Culture and Cocktail” event. It was essentially a happy hour at the art museum, with free cocktail and DJ. The event attracted the target, and the flyer delivered the message to the target.

Now, the event itself probably did more toward their objective of attracting the younger demographics to the museum. The flyer was a good way to engage this group and attempts to continue this relationship on an on-going basis.

photo.jpg, originally uploaded by jeannie8p.

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