The Potent Potential of Marketing Messaging: Are we engaging and captivating every conceivable market

Last week, the BBC published an article stating the Australian women’s football team semi-final defeat to England in the World Cup has become the most watched television show in Australia on record. The game drew 11.15 million viewers at its peak on Wednesday. Undoubtedly, some may be surprised this has broken all TV records in Australia, considering the Rugby World Cup finals and the Ashes, but nonetheless we need to question what we can infer from this? Was the marketing and messaging around the Women’s World Cup been effectively executed to appeal to all parties, positively impacting the viewings?

Naturally, we can assume other variables may come into play affecting the viewings, like this being the first World Cup Australia has got further than the Round of 16 and it being the first World Cup hosted in Australia. But nonetheless, it does fundamentally leave us questioning that when marketed effectively, there is an opportunity to yield the attention of all target audiences.

In our pursuit of a prosperous business future, it is imperative that we seek out lessons and insights from outside the world of business and sport is a great place to start. In the wake of the business landscape's resurgence, it's widely recognised that a fresh perspective is imperative across all aspects of business. An appropriate question to be asked is: does the messaging of hospitality enterprises exhibit a bias towards a particular audience, potentially limiting broader engagement? Is it ripe for exploration to tap into diverse markets, to optimise outreach and develop new customer relationships?

This prompts us to revisit the age-old question: Should we be exploring alternative approaches? As Richard Moran astutely remarked, "You can’t get different results by doing things the same way." Similarly, Bryan Kramer’s quote on there being no more B2B or B2C, it is H2H, is based on the premise that both B2B and B2C have become increasingly hard to define, so marketers must appeal to the emotional needs of humans to survive. Is this something that needs work within the industry? Could now be the opportune moment to consider a revamped, emotional messaging strategy, one that possesses the potential to resonate with a wider audience and, in turn, wield the power to bolster sales growth?

Written by Izzy Mchattie, EP Business in Hospitality