In this article we discuss communication strategies for reaching the right target audience and analyze a practical example.
The story goes that on a street corner there was a blind man who hung a sign around his neck that read, “Blind since birth.” He received little alms.
A publicist passed by and changed the sign for him. Since the offerings were flowing in, the blind man, when he met him again, wanted to know what he had written. “The message is the same, I just changed the communication strategy,” the copywriter answered him.
“And what did you write?” asked the blind man, curious. “It’s the first day of spring and I can’t see it.”
Jacques Seguelà
Beautiful this quote, simple, direct, gets to the right place.
It is a clear example of an effective communication strategy.
Of course we can stop at the emotional aspect alone, but if we go further we discover thesoul of Marketing, and in this specific case, Copywriting.
Communication strategy because it is the soul of Marketing?
Because we marketing people, we don’t help sell products or services, we sell feelings. Only those.
Products and services are a tool to achieve them.
We don’t sell a convertible car. We sell the feeling of traveling with air in your hair, of being in touch with nature.
We sell the status symbol. Because the convertible, let’s face it, always looks good.
Communication strategy: the men’s watch
We all know that the watch, on average, is a purely male accessory, and there are plenty of high-end and very high-end watches.
For clarity, I am talking about watches that cost well over 15 to 20,000 euros.
What makes these watches extremely valuable is the mechanical movement.
In some cases and only some brands, they have a version with a quartz movement and not a mechanical one.
That is, a beautiful box (I found gold versions with diamonds), with a beautiful brand name, but that has no intrinsic value, since the value of the watch is really the movement.
So in that case, what did the customer purchase?
The precision of the movement or the status that particular watch gives it?
If we find ourselves implementing a Communication strategy for such a watch, how should we go about it?
Very articulate answer. Generally quartz watches are preferred by women, who do not like, “things too complex.”
Regardless. the customer who wants a luxury quartz watch is totally different from the customer who chooses it for the mechanical movement.
Consequently, the message we need to communicate to the two target audiences must be totally different.
Communication strategy practical example
Let’s look at a practical example, perusing the website of Vacheron Constantin, a Haute Horlogerie Maison that I particularly love.
If we appeal to the target audience that, like yours truly, prefers automatic movement, we can leverage precision, elegance, technology, and then status.
If we look at the Caliber 1120 QP model page, a good portion is devoted to the presentation of the movement, with photos and technical data.
For those who prefer the quartz version, the message focuses exclusively on status, elegance and prestige.
One need only look at the Traditionnelle Quartz model page to see the difference.
I have brought this example, but we can give so many, to share the importance of clearly and precisely defining the target audience.
Communication strategies: elements to consider
There are multiple things that must be taken into consideration when planning strategies for a successful communication plan:
- Analysis of the context and target audience:
- Defining the Buyer Persona (target audience we want to address)
- Analysis of the target market and competitors
- Understanding brand positioning
- Defining clear and measurable communication goals and marketing objectives:
- SMART Goals (Specific, Measurable, Achievable, Relevant, Timed)
- Distinction between marketing and communication objectives
- Processing the key message:
- Consistent with brand values and identity
- Relevant and engaging to the target audience
- Differentiating from the competition
- Selection of communication channels and related media:
- Mix of online and offline channels
- Adapting the message to different media
- Cross-channel and multi-channel approach
- Content planning:
- Development of a detailed editorial plan
- Definition of guidelines to be used in the development of the entire communication process
- Creating quality and relevant content
- Effective storytelling
- Setting the budget and timeline
- Implementation and monitoring:
- Coordinated execution of planned activities
- Constant measurement of results: identification of KPIs and conversion rates
- On-going optimization
- Consistency and integration:
- Alignment with overall business strategy
- Consistency between different channels and messages
- Differentiation and uniqueness:
- Development of a unique value proposition (USP)
- Distinctive tone of voice and communicative style
- Flexibility and adaptability:
- Ability to modify strategy based on feedback and results
An effective communication strategy integrates all these elements organically and coherently, tailoring them to the company’s specific goals and context.
These analyses allow us to implement a strategy that enables us to send the right message, to the right person, at the right time!
Have a great day.
donato cremonesi
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