The Marketing Cards help you to think of all that is needed to create the best message for your customers. Each card gives you an example of how you could build your message. The cards are divided into six groups: the goals you would like to reach; the format of your message; the content of your message; the channels for distributing your message; the metrics for measuring success; and the emotion you would like your customers to feel. With a clear message you can better reach your customers.
Download the Marketing Cards in order to brainstorm about your message to (potential) customers. Download the Example for READID software to get inspired and learn from the practical application of the Marketing Cards.
The Marketing Cards give you inspiration in creating a message for your (potential) customers. Follow these steps to complete the marketing board and play with the marketing cards:
Start by describing your (potential) customers that will receive your message. Make this group specific by adding characteristics like age, gender, lifestyle, interests. But keep it simple, do not use too many words.
Describe the product or service for which the message is created. Usually a marketing message is used to create visibility for something that your company offers. When your message is not related to your products or services you can leave this space empty.
With your customer and product in mind you can choose the goal(s) of your message. What do you want to achieve after (potential) customers have heard your message. Do you aim for more sales or just for more visibility in the market?
Select the format(s) that best fit(s) your message. How will you make your message known to your (potential) customers? Will it be a video, an infographic or an e-mail?
Choose the content of your message. Your message needs to be about something, so you need to think about what content will appeal to your (potential) customers. Would they like to see a quiz, an experiment, a guide, or a product?
Select the channel(s) for sending out your message. Your message needs to be brought to your (potential) customers somehow. You need a channel to distribute your message. Do you want to use social media channels or more traditional channels like television?
Choose the right metric(s). You only know whether you reached your goal if you measure. You need metrics to measure the success of your message. Do you want to measure the number of new visitors for your websites, positive reviews, average revenue per customer or Facebook likes?
Select the emotion(s) that you want to trigger with your message. Your message needs to capture the attention of your (potential) customers. Your message needs to respond to a certain emotion. Do you want your (potential) customers to find your message illuminating, cool, or surprising?
Look over your marketing canvas, do the cards match with each other? For instance, do the metrics and goals correspond with each other?
Tip: if you think of a channel, metric or other element that is not in the set of cards you can just write them on the canvas.