Building great communications plans


Published on

This detailed presentation provides concrete insights and strategies on the four pillars of a great communications stream: layering, segmentation, frequency and emotional relevance. A must-read for any organization looking to enhance their communications with customers and influencers.

Published in: Education, Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Building great communications plans

  1. 1. Connecting Customers to Brand Joe Szejk Thought Leadership Series 402-960-4528
  2. 2. Presentation OverviewEffective communications plans should be:  Layered - Include various channels, including letters, publications, postcards, email, social media.  Segmented - Create plans (platform, messaging, behavioral motivations, etc.) that are specific to the audience.  Frequent & Timely – Communicate with your audience at regular intervals and the appropriate time based upon their motivational level and your processes.  Emotionally Relevant – Connect your brand to your customers’ “promised land.” The focus of this presentation is to help in building the communications plan, not the library or messaging. This presentation assumes your communications plan is part of an integrated brand effort and overarching messages are consistent with your overall brand.
  3. 3. Tidbits Two RemindersYou’re but One Voice No response doesn’tin a Huge Crowd– In mean no interest -2007, the NY Times Many businesses areestimated consumers reviewing theirwere exposed to 5000 communications budgetmarketing messages per and strategies, oftenday. As online cutting to their ownadvertising has grown, detriment.surely this figure isoutdated. There are a multitude of reasons why peopleGiven the volume of haven’t responded tocompetition, you must your outreach. They arebe consistent, different busy; are passiveand authentic. shoppers; are waiting for funds; etc. None ofMoreover, you’d better which mean they’re notbe on target quickly or the risk of losingmarket share. Don’t cut too far, too fast.
  4. 4. Communicate with your Layeringaudience through a variety ofplatform. “Day” indicates from point of entry into status. Day 1 Day 6 Day 1 Qualifying Day 15 Postcard Publication & Letter Phone call PublicationCraft the message to themedium. For example,postcards and emails are greatfor awareness and call to Day 32 Postcard Day 25 Day 20 Follow upaction. Publication Phone callMap your flow – it reveals Day 40 Day 45 Day 65spacing and variety much Day 55 E-mail – Follow Follow up Postcard Postcard up Phone calleasier than a spreadsheet  Use different symbols for Rectangle = Letter Triangle = Publication each platform Circle = Postcard Square = E-mail Diamond = Phone call  Include days or markers  Color-code if your communications library has a variety of topics Social Media is not just for kids – Baby Boomers are the fastest growing segment of Facebook users.
  5. 5. Segment Construct an intelligent, consumer-focused communication plans Align the medium and messaging with the behavioral motivations of various groups within the database  Analyze data within system to identify patterns and relationships  Consolidate groups into logical, statistically significant groups  Examples of Groupings (not limited to):  Customer Status (inquired, applied, completed application, etc.)  Lead source (phone call, response to mailing, referral)  Lifestyle interests (athletics, ballroom dancing, crafts, etc.)  Demographics (age, marital status, education level, homeowner)  Self-identified interest level
  6. 6. Frequency & Timing Review previous cycle’s patterns for insights on how to adjust frequency and timing Maintain regular contact with your customers throughout their lifecycle  With 5000 messages per day, it’s easy to get lost amid the sea of marketing: “out of sight, out of mind” syndrome  What may have only taken three messages to achieve may take six now Connect your needs with their motivations, not the other way around (i.e. it’s about them, not your inventory or the end of the quarter) Leverage holiday and event calendars to stay topical—or out of sight Periodically find groups to try to “resurrect.” Background Image: A colored rendition of the Sun Stone, or the Stone of Axayacatl. Depicts the 20 daysigns around the Sun God.
  7. 7. Emotionally Relevant Synonymous with freedom and cool, the motorcycle is engrained in our psyche. No one EVER buys a bike. EVERYONE buys way of life and identity. VS.Engineer a communications plan around your audience’s hopes, needs and behavioralmotivations  Complete a “Features/Benefits/Outcomes” matrix for all communications resources to solidify messaging  Provide real value to your audience at their current stage in the processResearch periodically to make sure your messages are resonating with your differentaudiences  TUMAY (Tell Us More About You)  Qualtrics and other survey instruments
  8. 8. Conclusion  Review your communications stream in order to maximize effectiveness of their efforts  Rely on unconventional wisdom: use all channels to connect with your audience  Convert static data in your system to actionable intelligence  Be consistent in reaching out to your audience For more information on howto make your communications  Bikes don’t sell bikes. Jamesplan take off, contact Joe Szejk Dean sells bikes. at