How to Prepare an Effective Communication Strategy?
That’s it. You have refined your business model. You have finalized it to the extreme; up to the slightest details of your offer. You have marketed it. You have started with your distribution. And here you have decided to bring your project to the customers for evaluation. That’s it, you’ll communicate!
Bravo! Yes, bravo, because we will never say enough: too many startups neglect this phase which is crucial. But now a couple of questions arise. Among them, these two questions are fundamental because they will directly condition the success of your communication campaign and, therefore, the success of your business project:
Image Source: Your Writers HelpWhat’s with the content?
Should we communicate on price, products, brand name, with what tone, etc.? In general, you will naturally focus on these issues. It’s because you are the natural advocate of your brand and your products. Who can understand and value your offer better than you? That is what you do every day of your life as an entrepreneur: with your loved ones, your bank, your partners, your employees.
What about media?
Here you naturally step out of your comfort zone. It is also the case for many professionals in the field as it is a universe with a plethoric and complex offer. Establishing your brand’s Media Strategy (since it makes brand’s name) is similar to a surgery. It will not happen to you by pure improvisation just like you can’t become a surgeon overnight.
However, it is possible to give you the keys to reading and understanding. That is even more important because for most of you, your financial resources are limited. You can’t afford the slightest right to make mistakes or even allow some big advertisers. Having a very large checkbook, they can suggest you adopt the buckshot approach: one who aims wide like that is certain to reach the intended target. To discover more on various financial approaches and accounting tips you can visit: YourWriters.
Then again, it all depends on the approach. It is a completely wrong strategy to sell cheap pills on Amazon. We are far from a surgery then!
No chance for a wrong choice
There are two main categories of media to use:
- Mass media (TV, Post, Press, radio and obviously the internet).
- Alternative media such as cinema, mailings, direct mail, street marketing, etc.
- There is also your own media: your website, your social networks, your newsletters, etc., because today all brands have to be media in their own right. Countless brands have successfully built their Owned Media Strategy and benefit from it.
The best media choice
At first glance, one can think that the mass media offer a huge coverage. But it can be expensive. It is true. Even if its use is justified it can be done poorly. Alternative media seem more accurate and accessible. But again, you can’t generalize.
Because it is far from being so simple. Take for example the media TV: long regarded as the holy grail (the label “seen on TV”) the multiplication of the DTT channels and cable have so shaken the market that it is now possible to communicate for a few thousand dollars. Only ten years ago the entrance ticket in TV was counted in hundreds of thousands of dollars. So, of course, at this price you will not necessarily buy 30 seconds add before the popular TV show. But do you need it?
And what is shown on TV is also highlighted in Press where it is possible to make advertisements in a national newspaper. Same goes for radio, and we’re not even talking about the internet. And obviously, in a good media strategy, one is never satisfied to choose a single media. This is called the media mix.
Instead of the label “Seen on TV” we recommend you the label “Seen by my prospects.” To define it, you must establish a perfect balance between your financial means, your content, the planning of your communications and, thus, the choice of vectors and media. The right strategy covers all these things. This is like a gas that you put in your car. And even a Ferrari, without gasoline, will not take you far. Not everybody drives a Tesla!
Obviously, it may seem complicated. It is. But the good news is that the entire communication sector (media, agencies) is adjustable to offer you start-uppers innovative, efficient and affordable solutions. Enjoy it.