The New Reality: Saying More With Less
It’s generally accepted wisdom that in economic down times, corporate communications, both internal and external, are not only more important than ever but an opportunity to build competitive advantage. But with fewer resources, what can you do?
Spend smarter. Large traditional campaigns are expensive and don’t reach specific targeted markets. Print campaigns (newsletters, brochures etc.) have their benefits and advantages but if you need to reach more people quickly, with current updateable information for less money, than look to your website or blog and on-line delivery of content and information.
Now that the world’s economies are seemingly bouncing back, it’s a perfect time to sieze the opportunity to update your content and solidify your branding. Ensure that your brand is consistent and that your message is clear, dynamic and authentic.
Have a look at pay-per-click advertising which offers a potentially better return on investment than traditional advertising and in addition to search engine optimization, will bring more viewers to your website(s) and recognition of your brand.
If you haven’t already, explore social media options. They offer cost effective (often free) and creative ways to reach your customers. Update your blog, try a podcast, get tweeting and shoot a video for upload to You Tube.
Keys to smart communications–saying more with less:
- Ensure all brand touch points are consistent and delivering authentic, credible, distinctive and memorable content
- Shift, where possible, print campaigns to on-line communications: (a) newsletters, (b) capability brochures (c) one sheets (d) catalogues
- Pay-per-click advertising
- Social media: (a) blogs, (b) You Tube, (c) Facebook, (d) podcasts, (e) videologs, (f) Twitter
- Measure response: Develop formal and informal feedback loops to keep your content and media relevant and to be aware of prevailing conditions.