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Posts Tagged ‘Communications Strategy’

It’s that time of year when the word audit can make you cringe. Is a communications audit just as painful?

By Chris Hagen, March 2, 2010

I’ve been there, about to present our communication audit findings to the client team and truly understanding how an IRS auditor must feel. But unlike the dreaded IRS audit, a communications audit is better compared to a complete physical at a doctor’s office where routine health indicators are reviewed and tested to determine “how you’re doing” or where improvement is needed. That may make you cringe as well. But the opportunity to take the time to examine how well you are communicating with key audiences is an investment in your organization’s future, and just like an annual physical, it is a smart investment.

What is a communications audit?
A communications audit is a method of research, where we focus on the process of communications. We look at the exchange of information between you and your audience (think internal or external, customers or members, potential customers, those who influence your audience, volunteers, employees and more) and examine how well you are achieving your communications goals in reaching each critical audience. We define the audit scope based on the audit objectives; some have included interviews with key audiences or review of media coverage, others focus solely on advertising and communications materials.

The hardest part is getting started
Actually, the most painful part of the audit is the process of pulling together representative samples and lists of all audience touch points, both internal and external. Once you strip away the different silos, department ownership or rationalization that can surround communication and advertising, and review all your communication collectively, you’ll discover consistency or inconsistency, strengths and weaknesses, gaps and opportunities.

This process also helps you analyze how effectively you’re telling “your story” and most importantly, can serve as both a benchmark and a roadmap for your future. Just yesterday, I read a client’s 2010 communication plan that was developed from our 2009 audit findings.

What about your company or organization? Do you cringe at the thought, or are you ready for a communications audit?

Posted in AadlandFlint, Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: brand management, Communications audit, Communications Strategy, Public Relations

In the new world of communications, AIDA is still relevant

By Jodi Duncan, February 15, 2010

photo by leetlegreenman on Flickr

A client told me his sales staff was frustrated because the campaign we were running wasn’t generating many leads. We went back through his strategic plan, and I pointed out that the lead-generating activity of the campaign was not executed.

We executed the awareness part of the campaign strategy, which was performing very well. We effectively moved the audience into the interest stage of the campaign. But that’s where it stalled out.

This is a common mistake, but one that is easily corrected.

A solid campaign will, at its highest form, take you through the stages of consumer involvement: AWARENESS – INTEREST – DESIRE – ACTION, or AIDA. There are strategies and tactics that support each of these areas. All the stages should be considered carefully as your audience moves through the cycle to action (the purchase).

Here’s how it works:

1) Awareness

“Who are you and why should I care?”

Activities include:

Broad-based advertising like print, radio and television ads that introduces the company or product
Direct mail that may or may not have an offer
Public relations
Email (Sometimes. This is more effective if the prospect has already opted in or raised a hand.)

2) Interest

“I might want what you have to offer, but I need to know more.”

Activities include:

Online search
Clicking a banner ad
Visiting a website
Ordering more information (perhaps a brochure or literature piece)
Calling the company with general inquiries
Offering more information to the company by taking a survey or through public relations efforts

3) Desire

“I definitely want what you have. I just need to learn more, get a little push, maybe see a special offer.”

Activities include:

Registering for a special offer
Reading more about the product (beyond general interest)
Pricing out the product or service, getting a quote
Email – segmented dialog

4) Action

“I’m ready to purchase, order or sign-up.”

Activities include: the purchase!

Ultimately you want to move people to Action, but many will stay in the Interest/Desire area for some time. This is where automated campaigns and ongoing dialog are critical. If you can gather enough information about the prospect at the Interest stage, you can serve them relevant information that will more quickly move them to Action.

Sustaining relevance in the Interest/Desire stage will help you close the sale.

Ongoing dialog can also teach you a lot about what messages resonate with certain people. As you learn more, you can segment and alter your campaign to increase effectiveness.

To learn more about AIDA, visit MindTools.

Posted in Flint Communications | Comments

Tags: brand management, Campaign, Communications Strategy, consumer relationship, Direct marketing, email marketing, Marketing

Tips on public relations: pitching to journalists

By RaeAnn McLean, February 8, 2010

Think it’s impossible to get a reporter’s attention? Think again. As newsrooms are increasingly overworked and understaffed, public relations professionals, businesses and organizations may actually have more opportunities to successfully pitch their stories. At the same time, getting the attention of very busy journalists requires that you do your homework, take a strategic approach and work hard to give them good stories. There is more to it than simply sending out a news release and crossing your fingers (although we do still cross our fingers!).

From flack to friend

photo by jgodfrey13 on Flickr

In this day and age of so much information—much of it unsourced—reliability is a major concern. Far from being the stereotypical flack of bygone days—the one who showed up with a story idea and bottle of liquor—PR professionals are increasingly viewed by time-pressured reporters and editors as valuable resources who can help them do their jobs.

According to a recent survey, most journalists turn to public relations professionals for assistance in their primary research. Editors and reporters surveyed said they depend on PR professionals for “interviews and access to sources and experts” (44%), “answers to questions and targeted information” (23%), and “perspective, information in context, and background information” (17%). Clearly, PR professionals have an increasingly valuable role to play when it comes to getting media attention and maintaining media relations.

Think before you pitch

The principles of good media relations haven’t changed: build relationships and connect with the right reporter on the right topic with the right information. Don’t waste their time—hone your message before making contact. Do your homework to ensure:

the topic is relevant (of interest to the reporters you have selected)
the story idea is sound (demonstrate why their readers/listeners/viewers would want to know this information)
the background information you provide them is useful and accurate (anything that helps them write the story and makes their jobs easier)

Use all the tools to make it easy for busy reporters

The avenues to communicate with reporters increase every year. Just think—not too far in the past we sent all our news releases via a fax machine. Now, it’s best to send your news via email, the delivery mode preferred by most reporters. If they’re interested, they’ll want to find out more and they’ll use the Internet to do it. A new survey revealed “89% said they turn to blogs for story research, 65% to social media sites such as Facebook and LinkedIn, and 52% to microblogging sites (think Twitter), and 61% use Wikipedia.”

This means you need to go one step further before sending your initial news release via email, making sure you post the news in your company’s online newsroom, send it through a wire service and post it on other sites that allow free postings (www.i-newswire.com). This tiered approach will give you multiple connection points with the journalist. Then follow up to find out if they got your information and if there is anything more you can do to help.

Listen to them, they’ll listen to you

Bottom line: find the people who fit the pitch, determine how that reporter wants to get information, then make it easy for them to get what they need. Everything from the content to the delivery to the follow-up should be customized to that reporter. Build relationships with reporters. Be a part of their world, be where they are and know what they read. Don’t expect them to want to listen to you if you aren’t listening to them.

Posted in Flint Communications | Comments

Tags: Business, Communications Strategy, Flint Communications, Public Relations

Target audiences: family & friends

By Kimberly* Wold Janke, December 21, 2009

It’s a busy time of year. At Flint, I’m finalizing client communication plans for 2010. At home, I’m preparing for the holidays.

It’s interesting how similar these two things are. Both allow you to think about who is important to you.

For our clients, the target audience is very important. What do we want to say to them? How and when are we going to engage with them?

The same is true for each of us as individuals. Who are the important people in our lives? What do we want to say to them? How and when are we going to say it?

There's no question who is in Kimberly* Wold Janke's primary target audience

At this time of year it’s easy to get wrapped up in the preparation of the holidays. We forget to focus on people who are important to us and enjoy time with them. What a perfect time to hug your children and tell them how special they are to you; to kiss your spouse and thank him for all of his support and encouragement the past year; and to pick up the phone, call your best friend and let her know your life is richer with her in it.

As I wrap up my client communication plans this year, I think I’ll do one more: a “personal communications plan” for 2010 that will help me maintain perspective, keep balance in my life, and focus on the people who are important to me.

So, who is important to you? What do you want to say to them? How and when do you want to engage with them?

Posted in Flint Communications | Comments

Tags: communications planning, Communications Strategy

The value of values | What makes a powerful endorser?

By Elizabeth Hansen, December 15, 2009

As Tiger Woods’ sponsors either sever or re-evaluate their connections to the troubled golfer, I’ve been thinking about what makes powerful spokespeople. And, ducks, geckos and woodchucks are looking like good options right now: if they fit the product.

The key is to match the right spokesperson to the right product
What consumers see must match the emotions they feel. In the case of Tiger Woods, the issue is not simply personal values: it’s the gap between our image of Woods and these recent allegations.

Here’s how Roger Dooley at Neuromarketing describes it: “While the individual hearing the sales pitch may be listening to the words, her brain’s mirror neurons are firing at the same time in reaction to the salesperson’s emotions, demeanor, etc. If there’s a disconnect between the words that are cognitively processed and the emotions that are mirrored, the pitch will probably be less effective.”

Striking the right chord
Athletes have endorsed products for more than 100 years. Most sources agree baseball great Honus Wagner was the first, emblazoning his name on Louisville Slugger bats in 1905. Then there was the 1960s, with Arnold Palmer lending his likeness to Sears, Pennzoil and dozens of other companies.

In the ‘80s, everyone wanted to “be like Mike,” as Michael Jordan raised endorsements to sky-high levels. Even when we learned Jordan gambled away thousands of dollars, it still matched our image of his intense competitiveness.

Yet our image of Woods was focus, discipline and iron-clad mental resilience: he never cracked under pressure. When he won the 2008 U.S. Open injured, David Brooks of The New York Times described him as “the exemplar of mental discipline” for our time. That image made him a powerful spokesperson for not just golf gear, but focused business companies. That’s totally out of tune with current news on Tiger’s alleged antics.

Make the connection
Companies seeking athletes and other endorsers should ensure the products they pitch match their image. Just like other elements in marketing, if the words, visuals and tone move peoples’ neurons, the messenger—and the message—also prompt action.

Posted in SimmonsFlint | Comments

Tags: Advertising, Brand, brand management, Branding, celebrity endorsements, Communications Strategy, endorsements, image, Marketing, SimmonsFlint, spokespeople, The Flint Group

How to Get the Most Out of Your Agency Partnership

By Laura Sieger, December 15, 2009

2282881973_0952d2467a Prior to WestmorelandFlint, I worked for fifteen years on the client side in marketing and public relations positions, utilizing several agencies and freelancers. One of the first things I did when joining WestmorelandFlint was to make a top 10 list of things I hated about agencies so I could keep the perspective of a client. After seven years here, and almost fifteen years on the client side, here is my advice on getting the most out of your agency partnership.

Describe Your Business Problem

Many times clients start with the end in mind, i.e. “I need a brochure.” While that sometimes may be the best option, it’s most helpful for you to describe the problem in measurable terms, such as “We would like to increase our share of architects who need our service by 5%.” With the goal in mind, your agency can help you think of other solutions to bring the desired result.

Share mandatory elements including your logo or tagline, brand colors (if your agency hasn’t created the brand), and parameters for any project. Communicate what’s on your mind, but give them the freedom to explore and provide insight into your customers.

Don’t Be Afraid to Over Communicate

Reveal as much as you can about your company, product or service. Take your agency on a tour of your operations, provide monthly sales projections and results, past research, and let them talk to your customers and front line workers. They need to be as informed as they can be to ensure that the strategy and creative executions are on target. Also, know that anything you share with your agency should remain in strictest confidence.

Discuss the Budget in Advance

Often clients have a budget in mind but are hesitant to share it in advance, preferring to see what the agency will come back with. While this approach may work well for a quote on a particular project, it can lead to a lot of wasted time developing multiple plans to get to the budgeted amount you had in mind. Also, an agency can help prioritize your marketing initiatives if you have a ballpark budget in mind. Once a budget and plan are developed, make sure to review it closely so that you understand the proposal, especially what happens if the scope changes.

Reviewing Creative

Agencies put a lot of time and thought into creative concepts. When they share a concept, don’t be afraid to give your feedback – positive or negative. Agencies rely on your understanding of your business and market, but know that they bring outside expertise and perspective and a deep understanding of strategies and tools needed to reach your target audience and bring desired results.

If you love the concept, share what you love so your agency can learn and continue to hit the mark.

If you don’t like the concept, share what you like and don’t like. To simply say, “I hate it” doesn’t help your agency produce the best results and makes it difficult for them to know where to go next. You don’t have to fix the problem, that’s what you pay an agency to do. Simply state what aspect you see as the problem and then ask them for feedback or to tweak it.

If you think the concept totally missed the mark, explain why. Otherwise, your agency may spend a lot of time trying to fix something that can’t be fixed. Revisit the goal and the end result so there can be agreement on the problem that needs to be solved.

Recognize That Everyone is a Marketer

Everyone has an opinion of how you should market your product or service – your board, staff, CEO – but it really shouldn’t be about what appeals to them; it’s all about the customer. Keep that in mind as your make your marketing decisions. Work with your agency to arm yourself with rationale for chosen strategies and tactics.

Share the Results

Your agency should be passionate about their work and want to know the results of a campaign or initiative. Share successes as well as learning opportunities; it only makes your agency stronger on your behalf.

Do you have anything to add to this list? What helps you get the most out of your agency partnership?

Photo by Andy Rob

Posted in AadlandFlint, Flint Communications, Flint Direct, Flint Group, Flint Interactive, SimmonsFlint, WestmorelandFlint | Comments

Tags: Advertising, Agency partnership, Clients, Communications Strategy, Flint Group

A lesson from my 7-year-old

By Alex Heiser, December 14, 2009

No can mean yes. Just not right now.

A year ago, my son asked if he could get a Nintendo DS for Christmas. I quickly responded, “No. We’re not getting one of those.”

He proceeded to tell me how cool they are, that everyone has one and they would be SO much fun.

Again, I said no. “You spend enough time on the computer.”

Then, he asked his mother. She said, “Talk to your father.”

Over the next two weeks, he asked anywhere from one to twenty times a day. I was determined not to give in. So was he. Even after last year’s disappointment of not so much as a game card in his stocking, he brushed himself off and tried again.

He said, “Well, maybe next year. My birthday is in August. Can I get one then?”

This time, I said, “We’ll see.”

Music to his ears. He recognized that I gave in a little. The door was back open.

photo by {just jennifer} on Flickr

Over the next twelve months, he cut out pictures of a Nintendo DS, circled them in advertisements and dragged me to the electronics section of retail stores. He even got me to play with one while visiting his cousins. All the while gently asking, “Do you think we can just get one now?”

Last month he saw me doing a Sudoku puzzle in the paper. He took the opportunity to let me know that I, too, could have fun with a Nintendo DS, since you can buy a game card that has Sudoku and many other fun brain teasers. When I tilted my head and pondered momentarily, he knew he had me.

Even though I said no, he knew that this time it was a yes.

The power of persistence.
So, what does this all mean, besides that I have a determined seven-year-old?

It brings me to the value of nurturing, and asking for the sale.

According to the National Sales Executive Association, you might have to make ten to twelve contacts or calls before a sale.

Do you throw in the towel too soon?
50% give up after just one contact or sales call.

After two contacts, 65% give up
After three, 74% give up
After four – 89% give up

What happens if you don’t give up?

At five contacts your prospect will be able to recall you. You’re starting to become a factor.
At six contacts, your prospect is getting to know you.
At seven, you’re finally earning top awareness.
At eight, odds are that you’re the only one to have made this many contacts or calls.
At nine, you have likely given the prospect some information that’s relevant to his or her situation, and you’re starting to earn trust.
At ten contacts… you’ve hopefully made the sale. Or at least you’re well on the way. Don’t give up just yet.

You don’t have to beg.
In today’s marketing world, you can use a multitude of tactics to get in front of prospects and stay in touch. Along the way, you can learn more about them and deliver a relevant sales pitch, and even ask them for the sale. How you go about it will certainly vary by your product or service, your market as well as your objectives and goals. Regardless of your plan, see it through. Don’t expect those sales to magically appear after just one or two contacts.

Remember. The next time a prospect says no, just put yourself in the mind of a 7-year-old.

No can mean yes… eventually.

Posted in Flint Communications, Flint Direct | Comments

Tags: Automated Marketing, Communications Strategy, consumer relationship, Direct marketing, email marketing, nurturing sales, sales leads

Achieving more through the agency-client relationship

By Jodi Duncan, December 10, 2009

I have had the benefit of being on both sides of the agency/client relationship: many years as the client, and now many years on the agency side. Both are good places to be for different reasons.

Both have different rewards and different challenges.

Now, as a strategic planner, I get to explain why a campaign falls short sometimes, or why it just flat-out didn’t work. And on occasion a client will air his or her frustrations – the same frustrations that I, myself, had on the client-side.

photo by emmyboop on Flickr

Here’s what I’ve learned as a client and as an agency professional:

Stick to a plan
When things don’t work out as planned, it’s usually because the plan wasn’t followed.

A communications plan is usually designed as an aggregate. Each part plays an important role to achieve a desired result. When the plan becomes an à la carte menu… that’s when things go wrong.

If you want the best results, follow the plan as it was intended or change your expectations.

That said… a plan should be revisited frequently. It should adapt throughout the life of a campaign, based on any number of factors. But if you make alterations because of budget or some other reason, be sure and rework the entire plan – so it adequately reflects the budget and resets objectives.

Work as a team
When I was a client, I had many questions about why our agency couldn’t follow our very specific, very brilliant direction (or so we thought). This is a common complaint from folks who work with agencies. I suspect we have a client or two that wonders the same thing about us.

Further complicating this issue is that most of the time, there’s not a black and white answer to many of the questions you might have as a client.

Is it really going to matter if we make the URL a little larger?
Do we have to include an offer?
Will it ruin the piece if the logo is on the left instead of right?
Does the message make sense if we remove this word or that word?

They seem like simple questions with easy answers. Some of them are. Some of them aren’t. Some of them are topics of great debate.

Most often, the answer is maybe. Maybe it will matter. Maybe it will ruin the piece. Maybe the message won’t make sense. Maybe it changes the tone.

I think clients would be surprised by how much consideration and debate goes into these questions behind the scenes. We take all kinds of information into account. We think it through and make a recommendation. If we can go back to solid research, results and facts, we will. But honestly, communications and people change quickly. What worked yesterday may not be the right solution today.

So my advice, from one client to another, from one agency insider to another, is this: listen to each other. The best solution will likely be informed by all sides, with each offering their own specific expertise.

Communicate to the audience
After you’ve listened to each other, think about your audience. Consider what this will mean to them. It’s easier said than done. Most often, it’s perspective that gets in the way of great work:

The client’s perspective
The writer’s perspective
The planner’s perspective
The designer’s perspective
The board’s perspective
The boss’s perspective

Well… you get the idea. Too often, the audience’s perspective is left out.

In the end, here’s what we really need to focus on:

What works?
What will reach the audience?
What will get the desired response?

Focus on the big picture
The last thing either anyone wants – agency or client – is to get so wrapped up with being right, that both miss out. A solid agency-client relationship is built on mutual respect, and the ability to make each other better.

Posted in Flint Communications, Flint Group | Comments

Tags: Advertising, Communications Strategy, Marketing, Strategic Planning

4 things to consider when issuing an RFP

By April Steffan, December 9, 2009

photo by jaygooby on Flickr

RFPs (Request for Proposals) are a funny thing. From the agency perspective, it’s very exciting to get one. With it comes an opportunity to work in a new industry, with new people and marketing challenges. However, responding to an RFP is a big undertaking that utilizes many agency resources. It’s an investment. So before jumping in, we need to make a choice – either commit whole-heartedly or don’t respond at all.

From the client perspective, here are four considerations to make when preparing your RFP:

The Fit. Agencies start by determining if the RFP is a good fit for their business. Provide some background on your company. Direct us to where we can learn more about you. At Flint, we like to understand how you do business, so we can determine if it would be possible to have an open, honest and mutually respectful relationship with you.
The Goal. Be clear about what you hope to accomplish with an agency relationship. It won’t help you to get a general capabilities overview from each agency that responds. We want to know your goals and objectives – so we can be sure to tell you about which capabilities are most appropriate for reaching those goals.
The Proposal. If you don’t want lengthy proposals, be specific about the scope of work. However, if you are looking for a good read, let us describe all of our capabilities. Also, it’s fine to ask us to demonstrate an understanding of your business or industry. However, don’t ask agencies to include new recommendations, strategies or tactics in the proposal.
The Pitch. Give us an agenda outlining what you expect our presentation to include. Would you simply like to see a person presenting the information in our proposal, enabling you to attach faces to names? Or are you looking for more? Be careful about asking agencies to make recommendations for new strategies or tactics. You’ll get some flashy creative or ideas with a WOW factor. However, these pretty pictures will likely be missing sound strategy.

An RFP is an investment for you as well. If it’s clear, complete and concise, the responses you get will have better information. You’ll be better equipped to weigh your options – and you’ll find a partner who can deliver exactly what you need.

Do you have any tips for preparing a good RFP? How about suggestions for responding to RFPs? I look forward to hearing your suggestions!

Posted in Flint Group | Comments

Tags: Business, Campaign, Communications Strategy, RFP

Posts Tagged ‘Communications Strategy’

It’s that time of year when the word audit can make you cringe. Is a communications audit just as painful?

In the new world of communications, AIDA is still relevant

1) Awareness

2) Interest

3) Desire

4) Action

Tips on public relations: pitching to journalists

From flack to friend

Think before you pitch

Use all the tools to make it easy for busy reporters

Listen to them, they’ll listen to you

Target audiences: family & friends

The value of values | What makes a powerful endorser?

How to Get the Most Out of Your Agency Partnership

A lesson from my 7-year-old

Achieving more through the agency-client relationship

4 things to consider when issuing an RFP

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