Always deliver one, consistent message!
We live in a world where there are multiple communication delivery channels, and it is critically important to ensure these channel combine and work together. They must deliver one message. If not, the overall message will be diluted and many of the objectives for the investment will be lost.
Any new activity will have a number of communication opportunities, both within direct control and others more indirect. These might include the product launch event itself, an exhibition, a product booth at a shopping mall, a VIP dinner or a training program. And there will be any number of collateral activities; producing video materials and brochures to be used at this time, invitations to the event, corporate clothing and gifts to be given away, social media communication both of an informal kind such as Facebook or more formal such as LinkedIn, advertising, venue and event location selection.
Often each involves a different of agency or supplier and an event of this nature involves a multiple number of new suppliers.
It is critical to ensure that each supplier, event or decision conveys the same message outward. And it is simple to get that wrong.
For example, you might be a retail software vendor introducing a new product that makes innovative and best use of modern communication networks. The overall message is innovation, leading edge, modern and high tech. And each and every message which goes out must be consistent with that.
Your advertising agency will incorporate that thinking into its creative execution and all print items and advertising fits. Likewise, with your social marketing communications. But your Chairman suggests that the visitors from overseas might welcome a traditional desert venue for the launch event itself. That such a venue will create special memories for visitors new to the region. And at the event food is served that is consistent with the venue and location. Without doubt the Chairman is correct and such an event will create special memories. But is that appropriate to or consistent with the overall message? To make matters worse, a month after the event you decide to send each visitor an item of clothing to remind them of the launch and an item of traditional desert clothing is chosen to be that reminder!
One manner of avoiding sending multiple messages is to appoint a single event management company to oversee the entire activity, from beginning to end, from designing and sending out the invitation to the final review after the event is complete.
The advantages are twofold.
- You have an experienced and independent eye overlooking all decisions and ensuring all actions support the original objective.
- It allows your staff to remain focused on their primary job, which must be looking after their customers and ensuring that the objectives of the activity are maximized and maximum sales or impact is achieved.
Yes, that will involve additional cost. But such additional cost will be small in comparison to the overall cost of the event itself. And the value such a single minded focus will deliver is enormous.
Garth has over 20 years’ experience marketing dominant brands in South Africa, established multinational and local start-up brands in Saudi Arabia, Dubai and the GCC. A scientist and teacher by training he has learned his craft experientially with from mentors from a traditional FMCG background. Garth is an integrator by nature; bringing the best of the brand, the people and the environment together to maximize the brand position, its success and profitability. In his unique manner he has assisted a number of brands to reach their full potential. He enjoys the mountains; walking and mountain biking. If you would like to explore how Garth might assist you in maximizing your brand, you can connect via LinkedIn or garthsu@gmail.com