Bru-Bru is our golden retriever. She has a full water bowl near her food. She has water bowls near the pool, in the garage and out back. She has recently discovered the birdbath in our front yard. She has decided the bird's water is hers to drink.
When I see a dog drink from what is meant to be a birdbath, I see a marketing lesson. Please don't judge me.
Marketers shouldn't be attracted to new messages when the primary message is still virtually unknown.
Marketing messages are often perceived to be "worn out" long before the majority of the target market can even remember the message. The sender tires of the message before the receiver has experienced the full effect of the message.
I continue to reference Burger King's power message of "Have it your way at Burger King." The message was their strategic point of differentiation: "We make your burger the way you want it." No bad lines. No extra waiting. Now.
Franchise owners grew tired of the message. I've read that the board of directors were equally upset that there was no new creative messaging coming from their advertising agency.
The message was changed. Ad sales declined. Burger King joined the battle of value pricing. They left their water bowl to join the crowd at a discount trough.
Their core message was the dominant message of the industry. It still would be. The options for adding to the message seem endless. I think the message could be used for the life of the brand—and should have been.
Find the one strongest message for your audience and deliver it with frequency. This is the foundation of all marketing.
Consider the gospel message. "What must I do to be saved? Believe in the Lord Jesus Christ."
The Word brings a core message that doesn't ever need to be changed.
"Whoever drinks of the water that I shall give him will never thirst" (John 4:14).
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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