I don't understand your marketing message.

I went to a large trade show in Europe a few months ago.

As I wandered the aisle, I looked at the different booths and brands and wondered what they were all about.

And, very often, I had no idea!

Let me share an imaginary example based on the reality I witnessed there.

I walk to a booth, see the brand from a distance: ZAZAZA.

Beautiful logo, executed with style, quite unique: if you are a graphic designer, you would appreciate.

As I approach, I can now read the tagline: "Experience that emotion you forgot about".

Now, I am perplexed.

What emotion are you talking about?

What is the link between this emotion and the brand ZAZAZA?

I need help making the link and need clarification. More, I am confused.

I then looked at the products, as the booth displayed a range of them.

I stop in my tracks and think: what does this all mean?

They have a range of accessories for the family, the brand is ZAZAZA and I am supposed to feel an emotion I haven't felt in a while.

Eventually, I made up a scenario in my mind where it all makes sense: if I buy and use their product -the accessory- then I can be with my family and experience this emotion that they mention, something I wouldn't experience alone.

It kind of made sense.

But, it that what they meant? Is that the outcome this brand wanted me to guess? Or, did they have something else in mind?

I did that exercise many times with many different booths and brands, which led me to the question: why all the guess work? Why this lack of clarity?

I recall a booth where I gave up. Too much work.

Again, a beautiful logo, very nice graphic design and booth display, a product in the middle and a mention that they sell an accessory that is somewhere in the displayed product.

I had no clue; the brand doesn't tell me what it could be; the tagline is mysterious and will obviously stay this way.

Nothing points to a specific product element where I could see the accessory.

So, after spending some time, I left, puzzled.

"If you confuse, you lose" is the message of marketing author Donal Miller in his book "Building a StoryBrand".

Over 90% of the booths were confusing.

We often assume that people know us, what we do and who we do it for.

We don't in most cases: I am asking you to share your marketing message and make sure that it comes across so that people know what you do in a split second.

Happy marketing!

#innovation #marketing #industrialdesign