When developing marketing communications plans and materials there is always the crucial “approval” phase where the decision is made to proceed. One significant challenge at this point is managing the personal subjectivity that tends creep in. Time and time again, great communications concepts and ideas are tossed aside based on personal choices, at times undermining the potential impact of a tactic helping achieve a communications objective. Some of these may sound familiar:
I talked to a few people around the office and some didn’t like it.
I had my spouse look at it and s/he didn’t like this part of it.
I showed my Dad/Mom/Grandparent and they don’t understand it.
“I” just don’t like it.
The issue with placing credence in the above objections is often times your “audience of one” is not a true representative sample of the target audience the communications is seeking to reach. Many factors are considered in plan, campaign and tactic development including demographics, interests, product use patterns and more. In order to get the best possible evaluation on your marketing communications concepts and ideas you’ll want feedback from a solid segment of your target audience.
Focus on your audience first. Here are some points to help guide you:
Don’t assume that your target audience uses communications tools the same way you do. For example, you may not use RSS feeds and feel the need to crush a concept using RSS, but your audience may find great value in it.
Sit on the other side of the table when evaluating. Try not to think of the concepts and ideas from a company standpoint. Think of the concepts from your audience member standpoint. Remember, in most cases you are not the target audience.
Stay away from people’s opinions other than your target audience. Unless your co-worker, parent, spouse or friend is solidly a part of your target audience, don’t seek their opinion as you will simply get a subjective, reactive response.
Find means to engage your audience in the approval process. Focus groups, panels, test markets and other means are available to find out the true response of your audience to certain concepts. And new digital tools are making this easier and faster than ever before.
Bottom-line: You may be close to the work and close to the market, but don’t assume that you will react the same way as your target audience. They are often more astute, connected and discriminatory than you might give them credit for. Make the most of your marketing communications by reaching out to your customers for involvement and approval early. The impact at launch time will be well worth the effort.
Have you ever been surprised by a customer unexpectedly liking something you didn’t? If so, please share. It’s always great to learn from others.
While relevant, keyword-rich content is still the biggest weapon in your search for great search rankings, I think it’s interesting (and encouraging) that other elements of user experience are factoring in. Google doesn’t just want you to find what you’re looking for, they want you to find it quickly and easily. It’s also a strong nod to growing traffic from mobile devices.
Over time, search is getting smarter. This development is just more evidence of the growing importance of content strategy. Companies must evaluate what customers want to learn and what they want to do. They’ll need to organize and design accordingly, and maybe cut some dead weight.
Do you need that Flash intro? More importantly, do your visitors need it?
Kimberly Wold Janke sits down to talk about what brought her to Flint Communications, her educational background, and what keeps her ticking everyday. She shares insights about working with clients and balancing work time with family time.
As mobility and the speed and availability of connectivity continue to increase, local search is becoming much easier and much more efficient to accomplish online, rather than having to sift through the yellow or white pages. Besides that, they are adding value to their services through partnerships, user reviews and ratings, and more.
So is the Phonebook dead or nearing its death? What online services do you get the best return from? Please leave your comments below or on our Facebook page.
When you come across a great product, you want everyone to know about it. That’s why we are so excited to launch a new website for SunButter. Our task for developing the website was to create a user-friendly site that was fun, functional, informative and allows for interaction. Check it out and let us know what you think.
Check out SunButter at http://www.sunbutter.com
SunButter, a peanut-free spread made from sunflower seeds, is one of those products that people can’t stop talking about and are constantly praising. We love it so much we keep a supply at the office for employees to enjoy. If you haven’t tried it, try it. It’s so yummy.
The main audience for SunButter is people with peanut allergies. The number of people affected by this food allergy is astounding – more than three million in the US. SunButter appeals to health and fitness buffs and regular joes too, just because it tastes so good. The biggest SunButter fans are online – a lot. Social media is abuzz with conversations about the product and the comments are exceptionally positive. They are extremely creative when it comes to uses for SunButter. This has become a form of daily entertainment and fascination for me.
Here are some recent examples of what people are posting:
Welcome to another edition of 5 Question Friday! Today I sit down with Ken Zakovich, WestmorelandFlint Creative Director, to discuss brands that inspire him, the creative process, keeping up with changes in the advertising world and life outside of work including birding and playing guitar. Enjoy!
Flint Interactive is proud to announce the addition of Jason Lotzer and Ashley Jauss to the team.
Jason graduated from the Minnesota State University, Moorhead in 1998 with a degree in Graphic Communications. His career began as a graphic designer in 1996, primarily in the realm of print but that quickly changed in 1998 when he immersed himself in the web. With many years of experience in the digital world, Jason joined Flint Interactive as an interactive designer on March 1, 2010 and will be located in our Fargo office.
Ashley, also joined the Flint Interactive team on March 1, 2010, as the fourth interactive web developer. Ashley graduated from the College of St. Scholastica in December of 2006 and worked in Minneapolis for a couple of years before making the jump to Duluth.
Please join me in welcoming both Jason and Ashley to our family!
From left to right: Alissa Pesta, Andy Ganoe, Jon Seykora, Jan Christenson, Nicole Sandman, Mikaela Krenzen, Jenny Barthen, Jason Lotzer and Ashley Jauss. Missing: Jennifer Strickler (she was taking the photo).
Today Andy and Alissa Pesta sit down to discuss her tenure at Flint Interactive and the Flint Group, staying on top of new trends and advancements on the web and what the future of digital marketing looks like. We also talk about her family, working remotely and coming back to work after her first child.
I’ve been there, about to present our communication audit findings to the client team and truly understanding how an IRS auditor must feel. But unlike the dreaded IRS audit, a communications audit is better compared to a complete physical at a doctor’s office where routine health indicators are reviewed and tested to determine “how you’re doing” or where improvement is needed. That may make you cringe as well. But the opportunity to take the time to examine how well you are communicating with key audiences is an investment in your organization’s future, and just like an annual physical, it is a smart investment.
What is a communications audit?
A communications audit is a method of research, where we focus on the process of communications. We look at the exchange of information between you and your audience (think internal or external, customers or members, potential customers, those who influence your audience, volunteers, employees and more) and examine how well you are achieving your communications goals in reaching each critical audience. We define the audit scope based on the audit objectives; some have included interviews with key audiences or review of media coverage, others focus solely on advertising and communications materials.
The hardest part is getting started
Actually, the most painful part of the audit is the process of pulling together representative samples and lists of all audience touch points, both internal and external. Once you strip away the different silos, department ownership or rationalization that can surround communication and advertising, and review all your communication collectively, you’ll discover consistency or inconsistency, strengths and weaknesses, gaps and opportunities.
This process also helps you analyze how effectively you’re telling “your story” and most importantly, can serve as both a benchmark and a roadmap for your future. Just yesterday, I read a client’s 2010 communication plan that was developed from our 2009 audit findings.
What about your company or organization? Do you cringe at the thought, or are you ready for a communications audit?
The “10,000 Strong” microsite was designed and developed to raise excitement for the NDSU Bison football team’s upcoming season by visually tracking the ambitious goal of 10,000 season ticket holders. The site includes streaming highlights, and a chance to become part of the action by uploading a photo of yourself which will be used in the 2010 Bison mosaic poster. Weekly prizes and incentives for those registered coupled with the general interest of tracking the goal’s progress drive repeat visits to the site.
The professionals at Flint Interactive are always hungry for new marketing trends, techniques or hot topics that we can share with friends and clients. Watch for a regular stream of insightful information – or join in the conversation.
When developing marketing communications plans and materials there is always the crucial “approval” phase where the decision is made to proceed. One significant challenge at this point is managing the personal subjectivity that tends creep in. Time and time again, great communications concepts and ideas are tossed aside based on personal choices, at times undermining the potential impact of a tactic helping achieve a communications objective. Some of these may sound familiar:
