Financial Data
Updated 26 Feb 2020

The importance of spring cleaning your message to market

Don’t underestimate the importance of understanding your target audience and your competitors; and how to break through the clutter by defining your market message and where you fit in the market puzzle. 

Louis Germishuys, 20 September 2016  Share  0 comments  Print

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The market is undoubtedly cluttered; so many messages across a number of mediums. Finding the right message that speaks to your target market is often harder than it looks. 

Brands use jingles, clever marketing material and more recently, engagement tactics to catch the attention of their customers. While these all have a place in the broader marketing mix, if you don’t have the right message, no matter the communication vehicle you use, it is likely to fall on deaf ears.

Defining your market message has long been spoken about. Everyone talks about the ‘elevator pitch’, unique selling points and defining your business’s core competencies. But what happens when you have these bedded down – you’ve been in the business long enough to understand their importance and the role they play – but something’s not sitting right?

Related: Growing a global business: Trade secrets revealed

Time to spring clean

If you’re still struggling to make an impact in the market, it may be time to spring clean your market message. Times change, your market changes and while a full rebrand is not always necessary, a refresh can certainly go a long way to ensure that you remain relevant and that you break through the clutter that is your competitive market.

The important thing, however, is to remain true to your identity, to your market proposition and the value that you bring, as this needs to be unwavering if you are to stay true to your brand, its ideals and vision.

Know your market

Target -marketing -audience

So where do you start? Well firstly, it’s essential that you know who you are speaking to. How can you tailor a message to your consumers if you don’t know who they are? Each consumer segment has different needs, desires and aspirations and it’s important that you understand what each of these are and how your business/product fulfils at least one of those. 

What’s more, it’s essential to know what your competitors are saying. Understand what’s working and what’s not and then be inspired to say something different. You don’t want your message to get lost, just because you are saying the same thing.  

Craft a (unique) message

Once you have a better understanding of your market and where you fit in, in the broader market puzzle, it becomes easier to tailor your messages. Some messages will always remain at the heart of your business – the foundation for what you do – others will belong to certain campaigns or projects or even new launches and some will come and go as trends change. 

It’s critical that you understand which are which. There is nothing worse than a brand that doesn’t know its identity, tries to be all things to all people and is as fickle as the weather. Your message needs to be ‘top of mind’ without being pushy. Consumers associate with brands they can trust, brands that are solid and those that know their space in the market. Make sure you’re one of those brands. 

Related: 5 Franchisor insights that can empower you to build a better business

Promote engagement and break through 

Breaking through the clutter means taking a creative chance. Never underestimate the power of a ‘fun’ factor. We are already ‘desensitising’ and if you are going to push your product 100% of the time, you are likely to lose your audience. So be exciting, interesting and focus on experiences, conversations, content and messaging that drives engagement. 

Whether you are talking to your partners, your customers or even your franchisees – the power and importance of your message shouldn’t be undervalued. Your business is unique in one way or another and so too should your messages. So do the unexpected, step out of your comfort zone, spring clean your market message and break through the clutter. 

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About the author

Louis Germishuys

Louis Germishuys is the founder and CEO of Galito’s, having started the business in 1996. Prior to this, Louis worked for Nandos - both in the central kitchen and as a franchisee. Today, Louis manages a business that supports 3 000 people, across 130 stores, in 14 countries. With over 26 years’ experience, Louis boasts strategic skills in business expansion, strategic development and management, marketing, sales and fast-casual dining operations. Louis’s vision for the business is to make Galito’s a truly global brand, with bold African roots.

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