Right message at the right time – is message more important ?

I worked a great deal of my professional carrier in media, because I love advertising and branding! I have been brought up with TV as the window to the wonders of the world. Great advertising ideas still remains in my memory: baseline that have been repeated so many times that still today they identify with the brands in my head.

When media vehicles were limited, just having budget to run ads would make the difference. Execution was limited : TV in 30s, one poster 4×3 and a portrait version for print…

When media vehicles were limited, just having budget to run ads would make the difference. Execution was limited : TV in 30s, one poster 4×3 and a portrait version for print…

Now media vehicles are fragmented, attention span is limited and the number of messages that people receive any day of the year are four fold : messaging counts way more.

Now media vehicles are fragmented, attention span is limited and the number of messages that people receive any day of the year are four fold : messaging counts way more.

It is not only the idea behind the creation, but also the delivery : the way the story is built.

For instance, TV messaging is usually build like a short movie : the emotional (or the problem + resolution) story unfolds over 25 sec until the big reveal over the last five sec – the brand / product.

Online videos are – on average – watched for just over 2 sec. Forget about the build up !

Pragmatism tells companies to put emphasis on brand presence and immediate rewards to encourage brand interest and/or intention to buy. It supports sell out on the short term, but it does not build brand loyalty on the long run.

Memory expert and world champions agree to say that it is mandatory to construct a story to memorise any type of information, even for a long string of unrelated figures.

Once again, it is about the story.

How does a story sink into someone’s brain? It completely depends on the objective and the people your business wishes to reach.

To brief properly a creative agency, you may want to provide them with the answers to the following questions :

  1. What is your objective : what do you want the audience to do?
  2. Who your audience: what are their values? their lifestyle? and the media they consume? where they would more likely do the action you wish them to do?
  3. How complex is your message?
  4. Which channel can you use to fill your objective?

It would help to define the specs that your story have to fill to get the right action from the right people. Do not hesitate to do A/B testing to select the most efficient approach to your goal.

Each channel has it set of rules and opportunity to think out of the box, but that would come as a future post. Please subscribe to be informed when the next story is published.

Stay tuned and do not hesitate to request more details.

Writing for corporate

I created a piece of corporate comms eight years ago – for a former employer – to promote well the doers in our field in a qualitative format: a well designed magazine sent to our database (5000 people) was chosen. This was a success so it was maintained as an annual rendez-vous of the sector. Eight years later this format is too crowded and cluttered.

They lately asked me how to improve it, It made me realised how easy a successful editorial rendez-vous can loose its impact with time.

Corporate editorial here is about what the company wishes to convey not advertising to the masses. There are three basic tricks in this areas that can quickly make the difference to set something up and successfully sell it to the board:

  • Assess purpose within context

Keep track of the objectives behind any piece of communication that goes to the public – when the universe involves the tools to communicate should evolve with it in the flow when you do not wish to disrupt or disruptively when you wish to.

  • Define relevant audience and how to attract them

One should ask oneself : Who should read it? What should expect to get out of it? vs. who reads me and what do they want to read or see?

  • Structure content in the relevant format to ease memorisation

How do you read best a data heavy piece of content? or a visual representation? Are the key messages analytical or deductive? What is the way your desired audience is used to receive this type of information? do not hesitate to split on different formats.

Assessing the impact of a format has become easy with the development of feedback app and web-based survey software to obtain unbiased and useful feedback that would serve your purpose. It is paramount to act on, not only consult. If one spend time in advising you, you must at least let one know what you plan on doing with it.

The magazine format is very efficient, but the content have to be purposed to have its traction with people who wish long and deep reading. It is a matter of working out whether it make sense for what the company wants to convey, and be established it back where it belongs.

If you feel your corporate communications tools needs a revamp, do not hesitate to get in touch, we can help.