TARGET

Target marketing is a key factor in corporate and brand communications. Ask any successful entrepreneur or marketing pro how this vital ingredient has helped in their business (companies and/or brands) and you'll know the salient features that make this a powerful marketing communication tool. Good marketing strategists understand and apply this factor to evolve successful creative routes, brand positioning stances, media cost-efficiency models and the like, in their planning process. To understand how this effective tool works, let's analyse one example from the media mix – a press release.

WRITING AN IMPACTFUL PRESS RELEASE

A well-produced press release contributes significantly to a company's or brand's marketing process. However, there seems to be no precise formula that guarantees a full-scale information feedback or consumer response even with a well-written targetted press release. This is because the material passes through editorial whetting before it actually (if at all) sees the light of day.

So then, how does one make a press release 'impactful', 'newsworthy' and targetted to the right audience?  The following factors are essentials:

·                     Identifying 'The 'Big News'

·                     Making the content informative and accurate

·                     Adding testimonials for credibility

·                     Structuring for reading ease

·                     Concising for fast comprehension

·                     Selecting the specific niche audience

Identifying the Big News

First and foremost, get a clear understanding of what exactly is the big news. When you focus on the most newsworthy element of your announcement, you will end up with a good story. Add to it sufficient information and data, then pep it with testimonials and a couple of good visuals and you'll have a fine piece of press release.

So then, how does one cull out the 'big news'? By studying the story you have to publish carefully, and then discussing it with the original sources, the most important part of the press release can be identified. Once this is done, then present it at the beginning itself in a compelling headline. 

For example, think of a new product launch. The product's unique selling proposition (USP) must be projected right up front. If the story is about a corporate merger or acquisition, the key benefit of the issue should be highlighted. This would become the ‘headline thought’. You can continue the thought by writing a subhead and the opening paragraphs that substantiate or add to the 'story'.

Let’s look at an illustration. MoreOnDesign could be a perfect example. The big story is that MoreOnDesign would be inviting designers, photographers, art directors, copywriters, creative directors and marketing professionals to contribute their works into MorOnDesign during a specific period.  At the end of it, a selection would be made to announce annual awards for the industry-best in 9 categories.

Now, an announcement for this should read thus:  

Eg :  Headline -             'MoreOnDesign launches 'CREATIVE BOOK':

                        COUNTDOWN BEGINS FOR 9 ANNUAL CREATIVE AWARDS!

The use of short, succinct words and action verbs-infused construction achieves maximum attention in the headline. The magic words 'Creative Book' and 'Annual Awards' hook the reader bang on. Writing the sub heading or lead story from here would mean expanding the thought on “what's in it for me”; “how can I be the selected one”, factors. Once this is achieved, the press release would successfully have hooked the reader for transmitting the whole story.

Carrying the Thought

Information spelt out in the sub headline and intro paragraphs help capture the essence of the story faster. Often, this part is built around more factual or statistical content. A typical subhead for the headline shown above may read thus - 

Gala Event coming - end-2012.  ' One step short of a Cannes Lion', says advertising guru.

 
Facts, Figures, Data

Thirdly, a well-produced press release will carry a lot of information. Spice up the content with facts, figures, research data, statistics, etc to make the content credible and authentic to the reading public. It will be an advantage for the company to issue, within the press release, a statement by the company spokesman on the subject. Readers love to read what people in authority say on an issue. They also look up to the company's management to provide accurate statistics on the industry, the company, product technical specifications, consumer feedback reports, etc. Make sure your press release carries accurate information and figures.

Picking the Niche Audience

Choose your niche audience so that your content is well received. Selecting the content writers who know how to get across the message to specific audience groups is important. For this, we need to know who writes what in which media. If, say we are addressing to design enthusiasts, entrepreneurs and professionals in communication arts, writers with such background can easily empathise with them and touch their 'desire nerves'. Why is it so? When a site is committed to niche markets, you can expect detailed contentware that answers specific questions. This is not possible with writers of an universally appealing content. They need to be superficial and general to cater to all sorts of readers.

Target marketing of a press release also includes picking the industry or product-specific media vehicle.

MoreOnDesign

You will find valuable study material on how to identify this 'core news' aspect as you browse through the various features, articles, essays, uploads and other contributions that appear on these pages. The authors of these original written materials are selected individuals from the marketing, advertising, graphics design, media, public relations and targeted communications industry. Their contributions will help you learn or re-learn the nuances of writing for creative and marketing communications. Following similar research feedback will help you structure your press release or any targeted marketing communication for effective results. It will help you learn the skills of unearthing the 'lead' and bringing it to the fore.

***