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.

1. Connecting Customers to Brand
Joe Szejk
Thought Leadership Series
joeszejk@gmail.com
402-960-4528

2. Presentation Overview
Effective 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. Tidbits
Two Reminders
You’re but One Voice No response doesn’t
in a Huge Crowd– In mean no interest -
2007, the NY Times Many businesses are
estimated consumers reviewing their
were exposed to 5000 communications budget
marketing messages per and strategies, often
day. As online cutting to their own
advertising has grown, detriment.
surely this figure is
outdated. There are a multitude of
reasons why people
Given the volume of haven’t responded to
competition, you must your outreach. They are
be consistent, different busy; are passive
and authentic. shoppers; are waiting for
funds; etc. None of
Moreover, you’d better which mean they’re not
be on target quickly or interested.
run the risk of losing
market share. Don’t cut too far, too
fast.

4. Communicate with your
Layering
audience through a variety of
platform.
“Day” indicates from point of entry into status.
Day 1 Day 6
Day 1
Qualifying Day 15
Postcard
Publication & Letter Phone call Publication
Craft the message to the
medium. For example,
postcards and emails are great
for awareness and call to Day 32
Postcard
Day 25
Day 20
Follow up
action.
Publication Phone call
Map your flow – it reveals Day 40
Day 45 Day 65
spacing and variety much
Day 55
E-mail – Follow Follow up Postcard
Postcard
up Phone call
easier 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. 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. 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. 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 behavioral
motivations
 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 process
Research periodically to make sure your messages are resonating with your different
audiences
 TUMAY (Tell Us More About You)
 Qualtrics and other survey instruments

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 how
to make your communications  Bikes don’t sell bikes. James
plan take off, contact Joe Szejk Dean sells bikes.
at joeszejk@gmail.com