No one wants to waste time or money with communication that is not effective. Isn’t it therefore important to look at ways to increase your potential results?
In today’s world there are thousands of messages and images that we are bombarded with everyday. Most we ignore, those that are well targeted we see and take out information and maybe respond to.
So how do we as business people attract attention in the first place and then get our messages and information out to those we want to communicate with? Importantly how do we do this effectively?
This raises the issue of how we develop an understanding of the key response issues that customer’s value and are interested in and subsequently, are attracted to. Those businesses that understand this develop communication tools that resonate with customers.
Unfortunately for many businesses most communication is hit and miss, it’s a case of target a large enough number of customers and you’ll get a response or simply do what your competitors are doing. Often, little if any qualified thought goes into what is of interest and value to the potential customer, often the communication is driven by a need to sell product or service rather than to meet the needs or understand what potential customers value and will cause them to buy.
Customer relationship management tools (CRM) have been developed at great expense in an attempt to better understand customers. Varying degrees of success are quoted but they don’t include the qualitative values of customers and nor do they address potential new customer’s perspectives.
The big opportunity is to become more precise in the delivery of the communication (targeting), what’s communicated and its effectiveness (response).
Targeting: Understanding how customers like to be communicated with and what they think is the most effective communication can be quiet revealing. Recent responses we have obtained have ranged from direct selling, demonstrations, magazines, newsletters, presentations, web sites and links, email, brochures and technical sheets and updates to advertising.
Understanding what mediums they like to be communicated through and, which, in their perception, are recognised as credible can result in a more effective campaign. It may mean that you need to communicate through a range of tools in more equal proportions and not rely on one only.
Response: This is determined by need and desire, credibility, brand values, image, reputation, ability to deliver a perceived value, cost and benefit of the brand.
The above are key factors involved in establishing, maintaining, enhancing and measuring a company or brand reputation and deciding whether you want to do business with that organisation or buy that product or service. These will not necessarily result in a sale but may mean that your company, product or service is considered.
By John Wakeling - www.marketingheads.com.au