Communication is a key opportunity of your
marketing strategy. Communication is the instrument
to tell the value of your brand to your customers.
The instrument to tell the pluses of your product
to your customers base and to new potential
Communications determine if your product will
sell or won't.
Communications is everything. From your product
design and style, to its packaging, to the television
ads you broadcast to underline your product
pluses, to the magazine ads, and more.
One key point you must closely guard in your
communications is consistency and coherence.
Whichever media you use, whichever channel you
send your message through, your message, your
corporate identity, has to be clear and consistent
through all the media. From the style to the
graphics to the wordings. If you send confusing
messages to your customers, your customers will
get confused about your company, will get confused
about your product. And you will not sell.
A brilliant communication example is Guinness.
Their packaging - the can of draught stout beer
- directly recalls the product. The dark brown
of the body, the cream color of the froth the
Guinness beer forms when you pour it in your
And their communications campaigns have always
been successful, very soft, friendly, smart,
never aggressive, always indirect, alluring,
and with an absolute coherence with the corporate
style and colors: from "Guinness is good
for you", to the quasi buddhist "Good
things come to those who wait" - referring
to the two minutes wait - or, to be precise,
119.5 seconds - the pouring process of the Guinness
requires in your pub.
We firmly believe that aggressive communications
becomes annoying and obtrusive, and it does
not pay off. We rather believe in smart and
alluring, enticing communications. This is why
companies like Apple and Google are so successful.
This is what Apple has always done. With their
Mac computers, with the iPod, and now with the
iPhone. We are talking about the brochures,
about the Tv ads, but we are talking also about
the product packaging, and about the product
itself. The slick and minimalist design of the
iPod, the smart and beautiful iPhone user interface
are smart communication examples. And they all
talk not only about the product value, they
talk also about the Value of the Brand.
In general Tv ads are very often annoying and
intrusive. You never get bored with Apple ads,
because they always compelling and often ironic.
Another key word is: avoid overexposure. This
is a gross mistake very often done in communication
campaigns, especially with Tv ads. The result
is that, instead of getting your customers excited
and interested about your product, you get them
bored and annoyed about you.
In Communications there are several channels
In a communication plan the typical communications
channels are the digital media - the internet,
dvd roms, cd roms - and the traditional media
- tv ads, magazine ads, newspaper ads, radio.
According to Forrester Research, 50% of the
communications budget goes wasted. Several VP's
of Marketing we spoke with, privately ammitted
that in some cases the wasted budget amounts
even to 70% of the total budget.
This happens because usually the communications
budget goes in a mix which is more or less randomly
allocated, and lacking an overall well-thought
out plan and strategy.
But things may be done differently, communications
efficiency can be highly improved, and the consequential
results will be considerably better.
Let's consider a different approach.
The Cross Media Approach.
A cross media communications approach utilizes
each of the media in the area of their maximum
strength, therefore maximizing their effectiveness
in the overall strategy. This is our approach.
To employ a successful Communications Plan you
need great partners and great ideas.
There are some outstanding Communications Agencies
The best ones we recommend are AKQA, London
and Scholz & Volkmer, Wiesbaden, Germany
for the Digital & Interactive Media, Attik
Leeds and Attik San Francisco for video productions
and print and for the Cross Media approach.