So you found the right positioning for your brand (relevant and differentiated), made sure all touchpoints are consistent and got all your staff of the board. Now it’s time to tell the world. But how, given there are so many channels and, always, a limited budget?
The answer takes us back to an area we looked at right in the first episode: you need to know your target group. Who are these people that you want to reach, what are they looking for, and – this is important for your communication – where are they and where do they get their information from?
10 to 15 years ago, communication was easy. And expensive. Most brands used mass media like TV, Radio and Newspapers to place their ads, often talking to a lot of people they did not really want to reach. Some tried to be a bit more targeted and distributed flyers on Orchard Road or door-to-door in HDB estates. Others bought address lists and sent direct mailers.
The arrival of the internet, of digital advertising and social media, has changed all that. It’s not that all the old channels are dead – radio, for example, is still a very good platform to reach a captive audience on the go. You’re listening right now, aren’t you?
But if your analysis shows that your potential customers get their information from online sources like company websites or portals, then this is a good area to explore for placing your messages. For starters, make it easy for people to find you. Once they have heard your name, maybe from a Neighbour sharing with them a positive brand experience, and they go online to search for you, your brand should be right there. Which means invest in a clean and simple website, a Facebook page, and Instagram page. These are good platforms to get your message across and show people what they can expect from you.
The digital platforms can also give you an opportunity for some testimonials – real praise from real customers -, even more, believable if they are on third-party websites like online forums or sharing platforms. Remember: People trust other people, especially if those have no reason to be less than truthful.
Of course, you can do much more online, like targeted and programmatic advertising. Best to engage a small social media agency who knows what works digitally and who can help develop formats and messages that work. This doesn’t have to cost a bomb.
But with all the hype about digital, don’t forget about the more traditional channels. Local TV and radio may offer some attractive packages and help you reach a very wide audience if that’s what your brand needs. Newspapers give you the opportunity to react fast, and magazines can create a very luxurious environment that may fit your positioning.
Remember, in everything you do – and this includes communication -, be true to your brand. Think about the tone of voice and the look and feel that fits your positioning. Be consistent in not just what you say but how you say it. So your customers will trust the brand that’s speaking.