Creating a targeted communication strategy for our clients can seem like a daunting exercise sometimes, but I’ve learnt to include some key considerations into the planning stage to make the process slicker and simpler. A bit like having all the correct ingredients to bake a good cake!
Targeted Communication Strategies
These key “ingredients” should come as no surprise but must be looked at as part of a collaborative approach between client and partner agency to give the campaign the best chance of success. Fundamentally we start with understanding the core objectives. What are we trying to achieve and what does success look like?
The Key Pillars
We then frame these objectives around 4 key pillars:
- Message / proposition
- Contact strategy
- Results / tracking
Here at Gecko, we live and breath everything relevant, targeted and personalised as we know it gets better results, so we like to ask questions and delve deeper into data using our clients’ knowledge as well as socioeconomic and geo-demographic profiling techniques. If we know more about who we’re targeting and at what stage they’re at, be it prospects, new or lapsed customers, we improve our ability to engage with them on a personal level to generate a response.
And because we know customers are 7 – 10 times more likely to respond to relevant propositions then it’s worth getting right.
In line with the objectives and by understanding our audience will help guide the messaging and essential CTA’s (calls to action).
Other Affecting Factors
Developing the contact strategy to fit the target data using the right marketing channels is influenced by other factors including:
- Campaign budget available
- Breakeven / what if calculations
- GDPR and data compliance
- Appetite for test and learn
- Response handling
All need defining to avoid any potential pitfalls further down the line, to maximise response and ensure a fantastic customer experience. Why waste time, money and effort building a campaign if there’s no robust process in place for managing responses.
How to conduct meaningful analysis?
To conduct meaningful analysis, responses should be tracked and captured by customer and marketing channel. Even better when we have a transaction file to match! All this is possible with Direct marketing using unique telephone numbers, personalised URLs and response codes. And wouldn’t it be nice to know what’s worked and as importantly what hasn’t? – All great insight to continually improve understanding and ROI.
In summary, it’s worth spending the time to plan effectively…” fail to plan – plan to fail” as the saying goes. And I usually find creating a one page info graph to visualise the customer journey works best for clients supported by a detailed strategy document. Producing and following a well-planned communication strategy will ultimately help ensure a smooth campaign, deliver a return on investment and hopefully help grow profitable relationships.
Good luck! Dan