Craft Marketing Messages for Your Audiences

Craft Marketing Messages

Consumers encounter marketing materials all day long and many of those messages are irrelevant to them. Craft marketing messages for your audiences and stand out from all of the noise. Create unique content by market, location, and even segments within your customer and prospect database. This not only will help you catch their eye but will also allow you to place the products and services in front of them that they are most interested in. 

Know Your Audience

Before you can craft marketing messages, you need to know who your customers are. Data scientists can analyze your data and create a model that will find new prospects who are most likely to buy from you. In order for any campaign to really work, not only do you need to identify the best people to target, but you also need to place the right products and services in front of them.  

By analyzing your audience, you can identify the unique customer segments within your database or the differences between markets and locations. MicroModeling® lets you see who your customers are, where they come from, and what they are interested in. Not only can you see this across all of your customers, but it can break it down on a store-by-store basis. This is key to creating high-performing marketing campaigns.  

Devise a Plan 

Once you know who you are going after, the next step is to create a plan. How do you want to craft marketing messages for each segment? Will you create one ad for singles and one for young families? Will you highlight product A for locations in the Midwest while highlighting product E for locations in the Northeast? 

Be strategic about how you divide your list and why you are offering that product and service to that group. When you craft marketing messages for different segments, it’s important to establish ways to track responses and who received what offer. You can use this information to refine your strategy for the next campaign.  

Create Content for Each Group 

Each customer segment is unique, and if you want to create effective marketing campaigns, you need to use what you know about your customers in the creation of the piece. What product or service will they most be interested in? Use what you’ve learned about their lifestyle, dwelling type, interests and hobbies to help you design relevant content they can relate to.  

Test Offers 

When it comes to marketing, you always have an opportunity to learn and grow with your customers. The best way to discover what your clientele likes is to test out different elements. You might offer one group $10 off $50 and another group $25 off a $100 purchase. You can test images, colors, subject lines, etc.  

The goal is to discover what catches your prospects eye and encourages them to interact with your ad. Limit how many elements you test at one time, so you can actually track and see which one performed better. If you test too many things at once, your results will be unclear.  


One of the best parts about using MicroModel® data is that you are targeting a known audience. You know which individuals you are going to send advertisements to whether it is through direct mail, social media, email, display, connected TV, etc. This means you can customize the ad for them. Include their name and make it personal. Consumers are far more likely to pay attention to advertisements if they are addressed to them, so go ahead and customize your pieces. You put a lot of time and effort into creating this campaign. Give it the best chance it has at success. 

Craft marketing messages for your audience by using modeled data – data that has been specifically selected for your business and campaign. If you want to know more about how you can analyze your customers, find top prospects, and tailor your marketing, give us a call