Welcome to another edition of 5 Question Friday! Today I sit down with Phil Hunt, Flint Communications Copywriter. We manage to discuss his work, what inspires him and the trials of writing music for his band. Happy viewing!
Posts Tagged ‘Communications Strategy’
5 Question Friday with Kimberly Wold Janke, Communications Strategist – Flint Communications
Kimberly Wold Janke sits down to talk about what brought her to Flint Communications, her educational background, and what keeps her ticking everyday. She shares insights about working with clients and balancing work time with family time.
Marketing confessions: the birds and the bees
photo by mmlim on Flickr
Ah, the infamous “birds and the bees” speech. Yes, you know the one. It is quite possibly the most awkward moment in all of parenthood. One of the necessary evils to ensure you’ve provided both the education and direction to point your offspring down the virtuous path. Ok, I’m feeling awkward already.
What’s my point? After years of consulting, I’ve recently just realized that, unbeknownst to me, I’m giving a similar talk to my clients. Of course, I’m not talking about tips on how to get to first-base, but real prospect/customer relationship advice. As stages of a relationship evolve, so should your marketing messaging.
Common courtship and lifecycle marketing possess some uncanny parallels that I’m sure you’ll get a kick out of. Here’s what I mean:
“Playing the field”
Like in the dating world, your prospects are doing research and figuring out the type of company, product or service they like to settle down with. They are visiting competitor websites, speaking with sales reps, perhaps even getting product demonstrations (keep your mind out of the gutter here folks). As a marketer, it’s important to provide messaging that is geared to getting your prospect’s attention. Make it personal. First impressions are everything. What makes you stand out? What about you will make their life more enjoyable?
“Wearing the letterman’s jacket”
They enjoyed their first date with you (i.e. direct mail piece, email, website, social media) and have decided to take it to the next level. As they continue down the sales cycle, this is your opportunity to grow the relationship by asking questions about their purchasing needs and then tailor your marketing messages to address those needs. If she likes Italian, don’t take her to an all you can eat Chinese buffet. Likewise, don’t take her to the same restaurant date after date. Too often, marketers don’t send targeted marketing collateral, or they use the same messaging in each interaction. She’s falling in love. Keep her interested with intriguing and fresh info about you.
“Down on one knee”
At some point, the courtship ends. You have to take a leap of faith and ask for the sale. But how will you ask? Will it be memorable? Will she be proud to tell her friends (ahem, business referral) about how you did it? As a marketer, think about your interactions through the sales process – is she the type of girl that would like a proposal on the jumbotron at hockey game? Or a single rose on a sandy beach? Learn from the courtship and use the sale as another chance to reinforce your brand. Remember, like a proposal, it’s about the right person, the right message, at the right time.
“Wedding bells”
They said yes! But this isn’t a time relax, she’s been dreaming of this day since she was a little girl. Ok, that might be a bit of a stretch when it comes to your product or service. However, marketers sometimes forget to reassure customers about their decision. You don’t want your prospect getting cold feet, and you don’t want a new customer getting buyer’s remorse. Remind them of all the reasons you are the right match. Use the purchasing transaction as a way to show them how attentive you are and how appreciative you will be for years to come.
“Happily ever after?”
The worst sin for marketers is to forget about existing customers. Are you communicating, or better yet, marketing to them on a regular basis? Are you introducing cross-sell and up-sell opportunities? It’s about giving them attention and continuing to evolve your relationship. Don’t forget anniversaries (renewals) and be prepared for fights (customer complaints). If they aren’t feeling the love, her eyes will begin to wander at the next business that’s been flirting with her online. Continue to show your passion or she might stray.
It’s a corny analogy, but it’s usually one that resonates with clients. Take a good look at your customer lifecycle, and be sure to map your messaging accordingly. As for the real birds-and-bees speech? Well, you’re on your own there!
It’s that time of year when the word audit can make you cringe. Is a communications audit just as painful?
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?
In the new world of communications, AIDA is still relevant
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.
Tips on public relations: pitching to journalists
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.
Target audiences: family & friends
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?
Transparency. Word of the year.
photo by AMagill on Flickr
Oxford University Press recently named Facebook’s “unfriend” as word of the year. Time named “sexting” number one in its top 10 buzzwords for 2009. I keep my own list of corporate communication words – many that are buzzwords or related to trends. Topping my list for the second year in a row is transparency.
Organizations and businesses of all kinds keep talking about the need to be transparent and achieve open, honest communication. Google the phrase “transparency in healthcare,” and you’ll get deeply entangled in both sides of the year-long health care reform debate.
But true transparency is a hard concept for some organizations. It’s even harder for some management teams to embrace. True transparency goes beyond what the public relations team prepares, or how a spokesperson responds.
Social media has taken corporate (and personal) transparency to a heightened level. No longer is the “authorized spokesperson” representing a company, a product or an issue. Customers and employees are weighing in, telling us all what it’s really like to own a product, experience good or bad service, or work for an organization.
With all of this, the role of the communications professional has widened. Listening – always a critical part of communications – is now the first step. Developing guidelines for social media usage is one way a company can adapt to the issues that come with being a transparent organization.
I predict transparency will still be at the top of my list next year. Are you ready for the opportunities that transparency will deliver? How are you adapting to the challenges?
The value of values | What makes a powerful endorser?
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.
How to Get the Most Out of Your Agency Partnership
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
