We Need More Communication

As a continuous advocate for integrated messaging, cross platform interaction, and customer relationship management that extends beyond one interaction and builds upon all interactions, I get frustrated when the dots aren’t connected. By mapping out these various touch points and the decision process of a customer, we should be able to get a clear understanding of how things need to work together… but in our siloed world of corporate culture or segmented agency life, this simply doesn’t happen. In a world of too much communication and noise, what we need more of is communication. Not just any communication, but effective, communication, between teams, between agencies, between company – consumers.

In a world of too much communication and noise, what we need more of is communication.

With the ever-increasing number of touchpoints to interact with a consumer, this internal effective communication has never been needed more. If a consumer engages with our brand, whether a TV spot, a tweet, a website, with a specific call to action and that call to action doesn’t deliver on the initial promise… we have lost that consumer. We’ve lost the opportunity to amaze, all because we, as marketers, failed to effectively communicate internally.

While planning out your next marketing project or campaign, get to know all stakeholders involved and make an internal communication plan and pact. Strategize together; collaborate; and set timelines together. Keep an open mind and break down the walls of your silos. Reach out and respond. Get everyone involved for a stronger strategy and outcome.

If not, you’ll lose that interested consumer…

Do you Retrofit your Strategy?

With the hundreds of strategy sessions I’ve been involved in, it amazes me the number of times when retrofitting a strategy to tactics actually takes place. Having a desired allocation of tactics and trying to piece mail a strategy to verify the tactics is the first step towards oblivion. Luckily, you have me here to tell you what to do if this happens.

If you should ever come across retrofitting in your strategy sessions, be sure to perform the following tasks…IMMEDIATELY!

1.    STOP
2.    Throw all aforementioned tactics in the trash (after all, they probably have been grandfathered in and have no relevance in today’s communication structures)
3.    Kick anyone who brought tactics out of the meeting
4.    Ask if anyone has thought about the consumer and their needs, wants or desires (after all, in the world of information overload in which we live, a simple Google search will lead you in the right direction)
5.    Go gather info about your customer (not as a whole, but as individuals)

Whew… now with all that out of the way, you can safely start strategizing. Understanding the consumer and what value you are offering, whether you’re solving a problem or just giving them something to brag about… you can now make decisions based on clarity, rationale, understanding, and the affinity path.

Retrofitting, while cool for sunglasses, high tops, and slap bracelets, is not cool for strategy.

Sweet Rocker Dude Pic courtesy of Flickr – greggoconnell