Messaging and the Art of Simplicity
April 15, 2015 10:23am
How Travel Technology Companies Can Create Effective Messages That Will Resonate with Your Prospects and the Press
by Alan Young, President, Puzzle Partner Ltd.
Companies frequently ask me how to refine or redefine their corporate messaging so that it will resonate with their audience and make their brand stand out. I have discovered that as companies grow or decide to position themselves for new markets, one of the paramount challenges they face is ensuring prospective clients understand what they have to offer and how it can benefit them.
Hotel and travel technology companies have become encumbered by explanation. Is it a solution or product? Support or service? Innovative or disruptive? Does it drive revenues, drive ADR, increase profitability, lower costs? For the record, if it doesn't improve these KPI's or solve a real problem, then what's the point?
Keep Your Message Simple.
Often the founders and executive team of a tech company are determined to focus their messaging on what they do, who they are and why they do it. Unfortunately too much information (TMI) in a corporate message creates confusion rather than clarity. Add to this the propensity for many companies to overuse techno-jargon, and the message really does get lost.
In The Best PR Advice You've Never Heard, from Facebook's Head of Tech Communications Caryn Marooney states, "If your messaging isn't unbelievably simple, you're missing the point."
Below are some examples of simple messages and taglines that have created impact and traction for their respective brands:
Love your work.
We build beautiful business applications with last mile functionality and scientific insights for select industries delivered as a cloud service.
Rent unique accommodations from local hosts in 190+ countries. Feel at home anywhere you go in the world with Airbnb.
Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers. From our founding in 2009 to our launches in hundreds of cities today, Uber's rapidly expanding global presence continues to bring people and their cities closer.
(So it's a little too wordy, but you definitely get the message - pun intended.)
Here are some guidelines related to keeping the message simple, while creating a value position and story to help you break through the clutter.
Make Your Brand Human
The travel marketplace is elbow-to-elbow with emerging technology brands. The only way to stand out is to connect with people on an emotional level. How will your product or service change their lives? Make them more successful? Help them be more efficient? For instance, Infor's message 'Love your work' really strikes a human chord.
After you've determined what compelling value your product or service offers, then you must tailor the message to ensure that all the various buyers and influencers firmly distinguish what your company delivers to them or the market.
By humanizing your brand and keeping the messaging relatable, you will ultimately achieve a higher level of visibility, stickiness and engagement. Only then can you delve deeper and begin the kinds of discussions that matter - the kind that pushes you down the path to winning their business.
Simple Doesn't Mean Stupid
All of this said, don't underestimate your audience. Consumers at all levels are very savvy these days, and they are bombarded with messaging noise at every turn. Companies must go the extra mile and share their unique story in a way that connects the world. Easier said then done, but a good start is to keep your messages simple and to the point - but not so simple that your audience is disinterested or unimpressed.
Tags: alan young,
Paving the Way to the Future: Round up of the Award-Winning Hotel & Travel Tech Startups to Watch
How Amazon Go 'No Checkout' Stores Will Influence the Future of the Hospitality & Travel Industry
New Guide Outlines Strategies for Building Thought Leadership, Influence and Market Leadership
Puzzle Partner and HEDNA Join Forces to Deliver Quality Content for the Hotel Industry
Get More Content, Get Customers in 2018
Why Travel & Hospitality Brands Can’t Ignore the Power of LinkedIn Pulse for B2B Marketing
Hotel News PR Delivers News Releases Directly to Hotel and Travel Media, Influencers, and Top News Sites
Enough Room for Everyone? How Hotels are Meeting the Airbnb Challenge
Puzzle Partner Signs Hotel Technology Innovator hospitalityPulse™ as New Client
An Insider's Irreverent Guide to Travel in 2017
2016 Phocuswright Conference: Top Picks for Presentations and Exhibitors
Google Trips: A Step in the Right Direction- But Only a Step
12 Reasons Travel and Hospitality Brands Should Boost Their B2B Content Marketing in 2017
R.I.P. Startups: Why 90% of Travel Technology Startups Fail
Venza Engages Puzzle Partner to Increase Brand Awareness and Solidify Thought Leadership Presence
HITEC 2016 is Coming! How Attendees and Exhibitors Can Maximize Their Time at the World’s Largest Hospitality Technology Event
3 Pillars of Effective Branding for Travel Technology Companies
Finding Success in the Travel App Landscape
7 Content Marketing Hacks For Travel Brands
Guest Engagement and Its Impact on Top Line Revenues
Please login or register to post a comment.