Campaign/Message Development
At the MZI Global® agency, we use various tools to develop marketing communication that caters to the target segments’ needs and preferences. This is done in conjunction with our Ethnosynergism cultural profiles that measure our client’s strengths versus market attractiveness. The MZI Global® approach uses Ethnosynergism cultural segmentation to focus our analysis on specific channels or markets, and consequently determine where to focus our client’s messages. In order to appeal to the consumers’ social goals, we make use of cutting edge research done in the domain of social marketing. A complete and thorough understanding of market opportunities, the current market scenario, and our clients’ strengths are key stops on our strategic roadmap for a new market entry with a social marketing campaign. After analysis of formative research results from the pre-campaign phase, we zero in on the target segment/s of consumers that will be targeted with the marketing communication. The message that is developed is determined by many factors that include: Once the message is tested and is ready to be used in the market, our experts provide input and assist our clients in building connections with key people and organizations who can bring attention and credibility to the social marketing campaign. We help our clients foster relationships with experts in the domain that is relevant to the supported cause in order to lend credence and build trust in the minds of the consumers. In case of social marketing, it is imperative that the consumers are convinced of the selfless intent of the marketer, or else the efforts may backfire.
Post-analysis of the situation begins with data collection that is not only specific to the product and its market, but also to the cause that will be associated with the product. We utilize both primary and secondary research for data collection. Our biggest advantage lies in our NYC location, which is known for its multicultural population and ethnic diversity. This enables data collection from a sample, which is representative of the population, thus avoiding bias owing to convenient sampling.
Here at the MZI Global® agency, we believe social marketing involves much more than television advertising campaigns. We strive to create the most effective programs and messages for our clients using a combination of mass media, community, small group, and individual activities. Often times, we prefer using a simple message that is repeated in many places and formats for a target consumer segment in order to enhance associability of product with the message. To supplement our efforts, we include other initiatives such as radio spots, print ads, community events, giveaways of products or coupons for our clients’ services, a toll-free hotline for individual counseling or referrals, and even seminars on the issue supported by our clients’ products. Needless to say, the mix of services and promotions used depends upon the objectives of our clients, budget allocations, and research findings from the pre campaign phase of the project. In the end, the MZI Global® approach utilizes consistency and continuity as the two key elements in the success of any program.
