Principle 4: Create the Right Message

Abstract

Budweiser and McDonald’s commercials have several things in common. First, they are humorous, and even people forward them to their friends. Second, they have a clear and direct message about the product they promote. Third, they use familiar characters to deliver the message, making it easier for consumers to remember and recall it when they find themselves into a situation to decide whether to buy the product. Budweiser’s and McDonald’s commercials highlight the Fourth Principle of an effective WOM and buzz campaign: Create the right message that conveys the product attributes to prospective consumers. Make the message appealing, clear, credible, transparent, direct, and sticky using characters and stories that consumers are familiar with and can easily memorize and recall the moment they make their purchase decisions. Adjust the message to appeal to different target groups. Message themes should generally move away from a focus on radical newness that appeals to innovators to a focus on the product’s proven performance record that appeals to the early and the late majority. This shift in the message focus frequently requires the use of different media.