Marketing is all about connecting with your audience in the right place, at the right time, and with the right message. But how do you know what message to deliver, and when and where to deliver it? That's where the "Who What When Where Why" marketing strategy comes in. In this article, we will discuss the essential elements of this strategy, why it's important, when and where to apply it, and how to implement it effectively.
What is the "Who What When Where Why" Marketing Strategy?
The "Who What When Where Why" marketing strategy is a framework for developing a marketing message that addresses the five essential questions: who, what, when, where, and why. These questions help businesses to define their target audience, the message they want to convey, the timing and location of their message, and the reason why their product or service is relevant to their audience.
Who
The first question to ask is "who" your target audience is. This includes demographic information such as age, gender, income, education, and location, as well as psychographic information such as interests, values, and attitudes. By understanding your target audience, you can tailor your message to their specific needs and interests.
What
The second question to ask is "what" message you want to convey. This includes the benefits of your product or service, the problem it solves, and any unique features or qualities. Your message should be clear, concise, and compelling.
When
The third question to ask is "when" to deliver your message. This includes the timing of your message, such as the season, day of the week, or time of day. It also includes the frequency of your message, such as how often to send emails or post on social media.
Where
The fourth question to ask is "where" to deliver your message. This includes the location of your message, such as the platform or channel you use to communicate with your audience. It also includes the context of your message, such as the tone and style of your communication.
Why
The fifth question to ask is "why" your product or service is relevant to your audience. This includes the value proposition, or the unique benefit that sets your product or service apart from competitors. It also includes the emotional appeal, or the feeling or experience that your product or service provides.
Why is the "Who What When Where Why" Marketing Strategy Important?
The "Who What When Where Why" marketing strategy is important because it helps businesses to develop a clear and compelling message that resonates with their target audience. By addressing the five essential questions, businesses can create a message that is relevant, timely, and effective. This can lead to increased brand awareness, customer engagement, and sales.
When Should You Use the "Who What When Where Why" Marketing Strategy?
The "Who What When Where Why" marketing strategy should be used whenever a business wants to communicate with its target audience. This includes advertising, social media, email marketing, content marketing, and other forms of communication. By using this strategy, businesses can ensure that their message is tailored to their audience and delivered at the right time and place.
Where Should You Apply the "Who What When Where Why" Marketing Strategy?
The "Who What When Where Why" marketing strategy can be applied to any platform or channel where a business communicates with its target audience. This includes social media, email marketing, content marketing, advertising, and other forms of communication. By using this strategy, businesses can ensure that their message is relevant and effective, no matter where it is delivered.
How to Implement the "Who What When Where Why" Marketing Strategy?
To implement the "Who What When Where Why" marketing strategy, businesses should follow these steps: 1. Define your target audience: Use demographic and psychographic information to create a profile of your ideal customer. 2. Develop your message: Identify the benefits of your product or service, the problem it solves, and any unique features or qualities. 3. Determine the timing and location of your message: Decide when and where to deliver your message based on the season, day of the week, time of day, and platform or channel. 4. Create your message: Use clear, concise, and compelling language to communicate your message. 5. Test and refine your message: Use metrics such as engagement, click-through rates, and conversions to measure the effectiveness of your message and make adjustments as needed.
Examples of Successful "Who What When Where Why" Marketing Strategies
Here are some examples of successful "Who What When Where Why" marketing strategies: 1. Nike: "Just Do It" campaign targeted at athletes and fitness enthusiasts, emphasizing the benefits of Nike products and the emotional appeal of living an active lifestyle. 2. Coca-Cola: "Share a Coke" campaign targeted at millennials, using personalized labels and social media to create a sense of community and connection. 3. Apple: "Think Different" campaign targeted at creative professionals, emphasizing the unique features and qualities of Apple products and the emotional appeal of innovation and creativity.
Tips for Creating an Effective "Who What When Where Why" Marketing Strategy
Here are some tips for creating an effective "Who What When Where Why" marketing strategy: 1. Research your target audience: Use data and analytics to understand your target audience's needs, interests, and behavior. 2. Focus on benefits, not features: Emphasize the benefits of your product or service rather than its features or qualities. 3. Use emotional appeal: Create a message that connects with your audience on an emotional level, using storytelling, humor, or other techniques. 4. Test and refine your message: Use metrics such as engagement, click-through rates, and conversions to measure the effectiveness of your message and make adjustments as needed.
Common Mistakes to Avoid in "Who What When Where Why" Marketing Strategy
Here are some common mistakes to avoid in "Who What When Where Why" marketing strategy: 1. Failing to define your target audience: Without a clear understanding of your target audience, your message may not resonate with anyone. 2. Being too vague or generic: Your message should be specific and tailored to your audience, rather than generic or vague. 3. Ignoring emotional appeal: Your message should connect with your audience on an emotional level, using storytelling, humor, or other techniques. 4. Focusing on features, not benefits: Emphasize the benefits of your product or service rather than its features or qualities.
Conclusion
The "Who What When Where Why" marketing strategy is a powerful framework for developing a clear and compelling message that resonates with your target audience. By addressing the five essential questions, businesses can create a message that is relevant, timely, and effective. By following the tips and avoiding common mistakes, businesses can implement this strategy successfully and reap the benefits of increased brand awareness, customer engagement, and sales.