Once a business’s strategic objectives have been established then it is time to deliver a sustained and integrated programme of communications, not only to our target customer segments, but internally to staff and externally to any other key business stakeholders.
As individuals and businesses, we are bombarded with messages, so many of which fail to even register, let alone grab our interest and drive us to action.
So understanding exactly what to say and through which medium to say it, is crucial. If you haven’t worked out who you are really trying to reach and exactly what the intelligent and compelling proposition is that you have for them (that’s the strategic bit!) please don’t waste your money on marketing communications – they will probably fail!
There are five core ways of delivering our messages – as advertising, through public relations, by direct marketing, as a sales promotion, or via personal selling. Over the last ten years, Corve Consultancy has helped its clients develop over sixty variations of these communications tools, which have been delivered across a broad range of online and offline media – as appropriate.
Sustained programmes are a big part of the key to successful communications – doing one activity once, no matter how appropriate, is unlikely to bring you continuous rewards. That’s why the communications calendars we build with our clients are an integral part of their day to day activity.
You can waste an awful lot of money on marketing communications – there are always designers and agencies willing to take your money off you for material and messages that has no hope of assisting Business Growth.
Remember - sometimes logo redesigns can get you a benefit on the margin, a better shelf position or a better fit of image to positioning. But if the new look isn't part of an sustained and integrated campaign to cement your position with your target markets, you should think twice about spending the money!