Consider marketing messages and communication channels
Consider product marketing messages and communication channels
A marketing message is a communication designed to influence your target audience, which will include participants and deliverers. Good marketing messages get to the point quickly, creating demand or building brand awareness.
Traditional communication channels include face-to-face verbal communication, phone and print advertising. Digital channels, such as websites, email, blogs, social media and SMS messaging can often provide an inexpensive, quick and targeted way to reach current and potential participants, supporters and deliverers.
The best channels are those that most effectively deliver your messages so they reach and are understood and trusted by your audience. Use multiple channels to reach a broad audience and to reinforce important messages.
When designing products, consider how best to communicate with participants at key moments in their journey.
Questions to ask
- How can we use market insights to inform our product marketing and communications?
- What messages express the unique value proposition of the product or experience to target participants and deliverers?
- Will different audiences need different messages at different times?
- What traditional and digital communication channels will best engage target participants?
- Do we have existing channels we can use to deliver product marketing messages?
- How can we create a two-way dialogue for deeper engagement with our audience?
- Are our product marketing messages aligned with our sport’s broader brand, marketing and commercial activities?
Use your own resources as input to this action, for example:
- Market research
- Marketing and communications strategy or plan
- Brand insights and strategy
- Communication analytics
Sport Australia and VicHealth resources as input to this action:
- Inclusive Sport Toolkit: Communication
- Cycling Australia: Marketing and communications design strategy
- Leisure Networks - Power to Pedal: Creating your participant's experience, opens in a new tab (using the Doing Sport Differently, opens in a new tab Principles from VicHealth)
Output
High-level marketing messages and communication channels for the draft product concept