When considering how to build an influential profile, to support your commercial ambitions, we like to think of the communications campaign as a symphony of messages, each perfectly timed to hit the right note at the right moment.
In our world of mass communications with its torrent of information, every communication tool should be viewed as an instrument in the orchestra you are building to play out the campaign. The word symphony is derived from Greek συμφωνία, meaning “agreement or concord of sound” and ultimately, we are aiming for a campaign that strikes up this same effect and influences people to listen and engage with it.
Braben has been behind hundreds of communication campaigns that have focussed on building an influential profile that have encouraged audiences to engage with the business behind the campaign. As campaign planning for 2013 is now in full swing, we thought we would share five key pointers for developing a campaign that hits the right note with target customers.
1. Select the combination of communication tools carefully
There are many communications tools which can take their place in the campaign. A targeted one-on-one briefing, a headline-grabbing keynote speech, a high-profile sponsorship, a brilliant customer event, a thought-provoking round-table, a world-first stunt, a humorous teaser, a piece of insightful research, a stunning picture story or jaw-dropping video are just some examples of what can go into a campaign. What’s key is really understanding the audience you want to engage with and considering the best set of tools to spark their interest but also complement the commercial profile, messages and reputation you want to deliver.
2. Every communication tool has its own unique attributes so select wisely
Each communications tool needs to be fully understood and considered for how it affects and shapes a campaign. It needs to be tuned, prepared and readied to be delivered at exactly the moment when it will complement and be in accord with the other communication tools in the campaign.
3. Big/small, loud/discreet – campaigns can be made up of a variety of different tools
Campaigns range in size, scale and make-up of tools to deliver different types of symphonies. Whether it’s a company blog, a compelling sales deck, a refreshed website, a punchy newsletter, a personal note, an engaging case study, a winning award entry or the way clients are welcomed when they arrive at a meeting with you, every campaign structure is different reflecting the symphony of messages you have planned.
4. Every campaign needs a designated leader
The best campaign managers know when and how each communication tool will be played. Be clear about who is taking this role and give them the authority to manage the roll-out of the campaign. Don’t have more than one leader as this can lead to confusion.
5. Build your campaign on insight, planning and awesome content
Symphonies aren’t just thrown together at the last minute. They take tremendous skill, planning and creativity to pull together and delight the audience they are entertaining. The same is true of any communications campaign. Great campaigns are built on brilliant insight and preparation, a very clear and precise plan of what you want to say and how you are going to say it, fantastic content to bring the story to life, excite and engage your audience completely. Don’t go straight into a campaign without this preparation and practice or you may end up sounding like an orchestra warming up.