How to Communicate with your Customers

Alison Gaulden, APR

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Presented byAlison Gaulden, APR

Lecturer, Reynolds School of Journalism

Find Customers

Overview2

Alison Gaulden, APR

Speak to Customers

Research

Define Audience Learn where they

communicate Define features and

benefits Reach them with Public

Relations and Marketing Techniques

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Define Customers

Social Listening

SurveysIntercepts

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Customer Business Adoption Process

Process of AdoptionAwareness InterestEvaluation (WIIFM)TrialAdoptionRepeat

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Message

Concise Credible Contrasting Memorable Persuasive REPEAT, REPEAT,

REPEAT!

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Differentiate Features/Benefits

Facts Tasks Skills History

Problem solving Feelings The Value

Features Benefits7

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Pieces of the Message Puzzle

Define ideal clientFind emotional triggers you can fix

SolutionsWhat’s in it for client?

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Message examples

Typical We’re the #1 realtor in your neighborhood offering the best in production and sales.

We’re a human resources solutions company handling all your employee needs.

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Effective We listed a property at 

$630k last month and SOLD in a week! Seller overjoyed! Who's next?!

We help small businesses struggling with hiring or keeping good people. We reduce turnover by up to 70% and hire productive employees.

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Message Difference

Elevator pitch: what you do

Mission Statement: what company stands for

Positioning Statement: why you not competitor

Slogan: identifies your company

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Message Location

Website-the HUB Social media Email statements Sales collateral Phone Messages Employees Boiler plates

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Website-Content Marketing

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Adjust to Adoption Level

Awareness and Interest-Company name, your role

Evaluation –answer the WIIFM

Trial-overcome the objections

Adoption-find new market/reasons

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Measure of Success

Message repeated-social mediacustomers reporters/editorsPoliticiansmovies

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