So What and Who Cares - Getting Your Communications Right

So WHAT?WHO Cares? Getting YourCommunications Right

Kivi Leroux Miller New Book in the ? Works! Tweeting I’m @ kivilm

We get 3,000 media messages a day.We pay attention to about 52.We positively remember about 4.The rest? So WHAT?WHO Cares?

Quick and Dirty Marketing Plan• Who are we trying to reach? (Or what do we want someone to do?)• What’s our message to them? (Or why should they do it?)• What’s the best way to deliver that message? (Or how do we convince them?)

Which Comes First:Right Message or Right People? flickr.com/photos/marktee/5586165599

Who Cares?

Not this one, who doesn’t. If your org likes cranes, you want to focus on this person – who does care!

Neutral, probablypersuadable.Ignore people likethis (unless theyare organizedopposition).Most likely a strongadvocate for you.Most likely a friendof your org.

Everyone should care. But they don’t. 

flickr.com/photos/stopdown/2507765030Forget the “general public.”

Focus ongroups ofpeople who arelikely to leanyour way.

So What?

Good Marketing: Making YourMessages Relevant to OthersWhat are youtrying to do?to get som eone else

Gross! Bad Messaging. I don’tcare if it’s good for me!

The Six R’sof BeingRelevant

Messaging That DOES WorkREWARDING:Benefits are clear.REALISTIC:Barriers are addressed.REAL TIME: REVEALING:Context makes sense. Something new is shared.RESPONSIVE: REFRESHING:We can tell you are The style is authentic.listening.

REWARDING MESSAGES: What’s in it for them? Is there an emotional payoff?We also call this the Benefit Exchange

Example: Teens and Smoking • What are the benefits of not smoking? • Do teens care about them? • What DO teens care about? • How can we relate what they care about to not smoking?.flickr.com/photos/21524179@N08/2419469212

REALISTICMESSAGES:Are youaddressingbarriers likeconvenience,costs, andstigma?

Example: Health Screenings• Most women know they need Pap smears.• So why don’t they get them regularly?• How can we address the barrier in our messaging?

REAL-TIMEMESSAGES:Does yourmessage work inthe context ofthe news andeverything elseyou are talkingabout? flickr.com/photos/katerha/4647339052

Example: Summer Themes• Fourth of July – Independence• Vacations• Bugs!• Dogs Days – Hot Weather• Back to School• Your Calendar?

flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.

RESPONSIVE MESSAGES:Be a helpful human.

REVEALINGMESSAGES:Share New Infoor Insights. flickr.com/photos/katemere flickr.com/photos/farleyj/2768941171

flickr.com/photos/katemereREVEALING MESSAGES:Take us back stage.

REVEALING MESSAGES:Story Arcs

REFRESHING MESSAGES:Show some personality! flickr.com/photos/uggboy/4100732860

flickr.com/photos/ piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action.

REFRESHING MESSAGES: Express an opinion!flickr.com/photos/randysonofrobert/393165345

What Have YouLearned Today?

Thank You! flickr.com/photos/flashpackinglife/6844834841

Kivi Leroux Miller@kivilmFacebook.com/nonprofitmarketingguidekivi@ecoscribe.com

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So What and Who Cares - Getting Your Communications Right

by Kivi Leroux Miller on Jun 21, 2012

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