The document discusses how to build effective communication through cutting through noise. It notes that there is too much advertising noise with people seeing over 5,000 ad exposures daily but only engaging with about 12. It argues that brands should stop making noise and focus on consistency, identifying attributes over 5-10 years. It also says to stop being too creative for creativity's sake and to stop entertaining daily on social media which can kill brands. It outlines 5 steps to cut through the noise which are to get to know the customer, target the customer, develop a unique selling proposition, build focused messages, and define and communicate to audiences through both online and offline channels.

1. Cutting through the noise
How to build communication that works
Dumitru Slonovschi
5 February 2016
Rockit Summit Moldova

2. NOISE:
Confusion caused by too many messages trying to be
delivered at one time.
How many ad messages do we see daily?

3. NOISE:
Average number per day:
5.000+: advertisement and brand exposures per person
362: “ads only” exposures
153: “ads only” noted
86: “ads only” that we have some awareness of
12: “ads only” that made an impression (engagement)

4. NOISE vs.
technique that is focused on maximizing the word-of-
mouth
…only if qualitative, you never get a second chance
however it fades fast or you can get addicted to it
BUZZ:

5. STOP MAKING NOISE

6. A strong brand is build on
consistency
consumer easily identify attributes
5-10 years to establish a brand, before SM
emphasis on benefits is missing

7. STOP
being too creative
creativity is good, but only if advantages follow
too often the campaign remains JUST viral
do really consumers need the feelings?

9. STOP Entertaining
every day messages in SM may kill your brand
consumers get bored and confused
deliver advantages
don’d destroy SM as an instrument

10. If you can entertain your customer while telling him why he
should choose you over your competitor, that’s great, otherwise,
don’t.
Jack Trout

11. CUTTING THROUG…
5 Steps
… and of course u know them

12. GET TO KNOW YOUR CUSTOMER
SM as a research tool
TARGET YOUR CUSTOMER
even the bread and water are not for every one
DEVELOP YOUR USPUSP
is not a slogan
unique and cannot be attributed
1

13. BUILD YOU MESSAGE
the same message all channels
deliver the same brand attributes
think why you are telling this message
2

14. DEFINE YOUR AUDIENCES
don’t forget about internal audiences
there are audiences that u miss
put them on paper and prioritize them
3

15. DETERMINE INSTRUMENTS TO
COMUNICATE WITH YOUR AUDIENCES
on-line & off-line
4

16. BUILD THE STRATEGIC DETAILED PLAN
detailed with graphic visualization
define KPI
dedicate budgets
monitor implementation
5

17. thank you