Lost in translation
Bottom line, you want to drive sales, so advertising a new brand or product is the thing to do, if you build it they will come, right? Well, yes and no; it all depends on the message, timing, and the threading. As the purchase process depicts below, it is important to understand: message types (there is a lot of distance between awareness and advocacy), timing (usually, you must date a person before proposing marriage), and threading (the same attributes embodied throughout, for consistency of brand). There is quite a bit of difference between a brand awareness campaign, a product positioning, and a promotional advertisement leveraging a discount – all three work together with the same goal in mind, but in different ways at different times. Given that marketers face ever increasing pressure to deliver that ONE all-inspiring communication piece with greater appeal than before, these three elements of sound marketing communication (message, timing, and threading) can easily become muddled and badly combined to the greatest inefficiency. With our approach we help to create clarity of purpose while answering the following questions.
How do I…
- Brand and advertise products at the same time?
- Ensure my product positioning is leveraging my brand advertising?
- Thread all of my messages, but keep them fresh and differentiated?
- Leverage existing customers to adopt the next generation product?
- Increase my customer’s share-of-wallet and drive cross-sell/up-sell sales?
- Reward my best customers and keep them loyal?
- Increase likelihood of renewal or repurchase?
- Drive general word-of-mouth and social media referrals?
What we do…
We start by assessing the competitive landscape and the various types of messaging currently in the ether (typically brand and product). We then leverage your Brand Positioning, the Target Audience Definition, and any Product Positioning you have to develop a strategic communications plan. The plan can be as comprehensive as needed to support your sales goals – from message type to timing to threading.
Your competitive advantage…Having a strategic communications plan that informs all of your creative briefs is vital to engaging your audience with inspiring and consistent messages. We typically find that most companies don’t do this very well, hence your opportunity to cut through the noise and clutter.