The Very Idea
The Very People
2011-09-19 06:57:00
Neil Fitzgerald on the real cost of communicating with customers or staff in hard times
Engagement has been the recent recurrent buzz on the online discussion groups I follow.
Be it with staff or customers, talk round the questions "how can we...?", "what more can we...?" spiralled on and on.
I hear stable doors slamming. Economic chill has turned to permafrost. So it's now you suddenly want to get lovey-dovey with your (remaining) punters and workers?
Marketing budget barrier
Worse, the marketing and comms budget has already been cut. So the grand new strategy comes down to my being asked to "do a newsletter" or "get the CEO's profile in a magazine".
I could. Instead I ask why. And, if the reply is "it's all we can afford", I say "hold on to the money a minute".
Look, I'd love to take it. But not if it's likely you'll decide down the road it was just money wasted.
And it will be, without other activity to give that newsletter or profile a context in the audience's mind; follow-up steps building on the (even small) investment; or an idea if the customer or worker even wants to be "engaged", or how.
Creative communication
None of this has to be costly: just smart. One word we in this industry like to cling on to is creative. And that includes making creative use of whatever the resources (click on our Client Experience page or, say, http://bit.ly/obaNDZ).
The first priority spend must be research. Ask when you last really looked at, say, your customers. Before the recession? With just the first research call or questionnaire, you'll be surprised what you find. Could be they've simply been desperate for you to ask what's on their minds.
And no question, you're already engaging.
Engagement has been the recent recurrent buzz on the online discussion groups I follow.
Be it with staff or customers, talk round the questions "how can we...?", "what more can we...?" spiralled on and on.
I hear stable doors slamming. Economic chill has turned to permafrost. So it's now you suddenly want to get lovey-dovey with your (remaining) punters and workers?
Marketing budget barrier
Worse, the marketing and comms budget has already been cut. So the grand new strategy comes down to my being asked to "do a newsletter" or "get the CEO's profile in a magazine".
I could. Instead I ask why. And, if the reply is "it's all we can afford", I say "hold on to the money a minute".
Look, I'd love to take it. But not if it's likely you'll decide down the road it was just money wasted.
And it will be, without other activity to give that newsletter or profile a context in the audience's mind; follow-up steps building on the (even small) investment; or an idea if the customer or worker even wants to be "engaged", or how.
Creative communication
None of this has to be costly: just smart. One word we in this industry like to cling on to is creative. And that includes making creative use of whatever the resources (click on our Client Experience page or, say, http://bit.ly/obaNDZ).
The first priority spend must be research. Ask when you last really looked at, say, your customers. Before the recession? With just the first research call or questionnaire, you'll be surprised what you find. Could be they've simply been desperate for you to ask what's on their minds.
And no question, you're already engaging.
Posted by The Very People
2011-06-25 05:06:00
Liz Taylor, one of our marketing specialists, on a key first step in getting thebest out of your agency.Spending time up-front crafting a well-organised and clearly thought-out brief to your marketing agency increases the likelihood of a happy outcome for all.
The purpose of a well-written brief is to:
prevent confusion and misunderstandings from the outset
act as an agreed reference point for both client and agency
provide a starting point from which to measure progress against objectives
create a great way to start a discussion about your business or brand
A well-constructed brief should contain:
realistic objectives
an outline of the market place in which the business or brand operates, including: market size, target customers / consumers, competitor brands, distribution channels
a description of the project and the requirements for that proect (the heart of the brief)
an indication of what would not be acceptable in a response
a time plan with ideal response dates
a realistic budget breakdown
Clear, concise written communication combined with a face to face briefing is a positive and productive way to develop and maintain the relationship with your agency..
The purpose of a well-written brief is to:
prevent confusion and misunderstandings from the outset
act as an agreed reference point for both client and agency
provide a starting point from which to measure progress against objectives
create a great way to start a discussion about your business or brand
A well-constructed brief should contain:
realistic objectives
an outline of the market place in which the business or brand operates, including: market size, target customers / consumers, competitor brands, distribution channels
a description of the project and the requirements for that proect (the heart of the brief)
an indication of what would not be acceptable in a response
a time plan with ideal response dates
a realistic budget breakdown
Clear, concise written communication combined with a face to face briefing is a positive and productive way to develop and maintain the relationship with your agency..
Posted by The Very People