Embed Size (px)
Citation preview
Building Great Communications Plans
Connecting Customers to Brand
Joe SzejkThought Leadership
402-960-4528
Presentation OverviewEffective communications plans should be:
Layered - Include various channels, including letters, publications, postcards, email, social media.
Segmented - Create plans (platform, messaging, behavioral motivations, etc.) that are specific to the audience.
Frequent & Timely – Communicate with your audience at regular intervals and the appropriate time based upon their motivational level and your processes.
Emotionally Relevant – Connect your brand to your customers’ “promised land.”
The focus of this presentation is to help in building the communications plan, not the library or messaging. This presentation assumes your communications plan is part of an integrated brand effort and overarching messages are consistent with your overall brand.
TidbitsTwo Reminders
No response doesn’t mean no interest - Many businesses are reviewing their communications budget and strategies, often cutting to their own detriment.
There are a multitude of reasons why people haven’t responded to your outreach. They are busy; are passive shoppers; are waiting for funds; etc. None of which mean they’re not interested.
Don’t cut too far, too fast.
You’re but One Voice in a Huge Crowd– In 2007, the NY Times estimated consumers were exposed to 5000 marketing messages per day. As online advertising has grown, surely this figure is outdated.
Given the volume of competition, you must be consistent, different and authentic.
Moreover, you’d better be on target quickly or run the risk of losing market share.
LayeringCommunicate with your audience through a variety of platform.
Craft the message to the medium. For example, postcards and emails are great for awareness and call to action.
Map your flow – it reveals spacing and variety much easier than a spreadsheet
Use different symbols for each platform
Include days or markers
Color-code if your communications library has a variety of topics
“Day” indicates from point of entry into status.
Day 15 Publication
Day 25 Publication
Day 1
Publication & Letter
Day 6
Postcard
Day 32
Postcard
Day 45
Postcard
Day 65
Postcard
Day 1 Qualifying Phone call
Day 20 Follow up Phone call
Day 40
E-mail – Follow up
Day 55 Follow up Phone call
Rectangle = Letter Triangle = Publication Circle = Postcard Square = E-mail Diamond = Phone call
Social Media is not just for kids – Baby Boomers are the fastest growing segment of
Facebook users.
SegmentConstruct an intelligent, consumer-focused
communication plansAlign the medium and messaging with the behavioral
motivations of various groups within the databaseAnalyze data within system to identify patterns and
relationshipsConsolidate groups into logical, statistically significant groupsExamples of Groupings (not limited to):
Customer Status (inquired, applied, completed application, etc.)
Lead source (phone call, response to mailing, referral) Lifestyle interests (athletics, ballroom dancing, crafts, etc.) Demographics (age, marital status, education level,
homeowner) Self-identified interest level
Frequency & Timing
Review previous cycle’s patterns for insights on how to adjust frequency and timing
Maintain regular contact with your customers throughout their lifecycle With 5000 messages per day, it’s easy to get lost amid the sea
of marketing: “out of sight, out of mind” syndrome What may have only taken three messages to achieve may take
six now Connect your needs with their motivations, not the other way
around (i.e. it’s about them, not your inventory or the end of the quarter)
Leverage holiday and event calendars to stay topical—or out of sight
Periodically find groups to try to “resurrect.”
Background Image: A colored rendition of the Sun Stone, or the Stone of Axayacatl. Depicts the 20 daysigns around the Sun God.
Emotionally Relevant
Engineer a communications plan around your audience’s hopes, needs and behavioral motivations
Complete a “Features/Benefits/Outcomes” matrix for all communications resources to solidify messaging
Provide real value to your audience at their current stage in the process
Research periodically to make sure your messages are resonating with your different audiences
TUMAY (Tell Us More About You) Qualtrics and other survey instruments
VS.
Synonymous with freedom and cool, the motorcycle is engrained in our psyche. No one EVER buys a bike. EVERYONE buys way of life and identity.
ConclusionReview your communications
stream in order to maximize effectiveness of their efforts
Rely on unconventional wisdom: use all channels to connect with your audience
Convert static data in your system to actionable intelligence
Be consistent in reaching out to your audience
Bikes don’t sell bikes. James Dean sells bikes.
For more information on how to make your
communications plan take off, contact Joe
Szejk at [email protected]
