Cutting through the noiseHow to build communication that works

Dumitru Slonovschi 5 February 2016

Rockit Summit Moldova

NOISE:

Confusion caused by too many messages trying to be delivered at one time.

How many ad messages do we see daily?

NOISE:

Average number per day:

5.000+: advertisement and brand exposures per person 362: “ads only” exposures 153: “ads only” noted 86: “ads only” that we have some awareness of 12: “ads only” that made an impression (engagement)

NOISE vs.

technique that is focused on maximizing the word-of-mouth

…only if qualitative, you never get a second chance

however it fades fast or you can get addicted to it

BUZZ:

STOP MAKING NOISE

A strong brand is build on consistency

consumer easily identify attributes 5-10 years to establish a brand, before SM

emphasis on benefits is missing

STOP being too creative

creativity is good, but only if advantages follow too often the campaign remains JUST viral

do really consumers need the feelings?

STOP Entertaining

every day messages in SM may kill your brand consumers get bored and confused

deliver advantages don’d destroy SM as an instrument

If you can entertain your customer while telling him why he should choose you over your competitor, that’s great, otherwise,

don’t.

Jack Trout

CUTTING THROUG… 5 Steps

… and of course u know them

GET TO KNOW YOUR CUSTOMER SM as a research tool

TARGET YOUR CUSTOMER even the bread and water are not for every one

DEVELOP YOUR USPUSP is not a slogan

unique and cannot be attributed

1

BUILD YOU MESSAGE

the same message all channels deliver the same brand attributes

think why you are telling this message

2

DEFINE YOUR AUDIENCES

don’t forget about internal audiences there are audiences that u miss

put them on paper and prioritize them

3

DETERMINE INSTRUMENTS TO COMUNICATE WITH YOUR AUDIENCES

on-line & off-line

4

BUILD THE STRATEGIC DETAILED PLAN

detailed with graphic visualization define KPI

dedicate budgets monitor implementation

5

thank you