Communicating with customers is possibly the most important way to achieve purchases. But it must be done right! The communicatuion strategy is the main way businesses establish dialogue and build relationships with customers, build brand equity, and increase sales. To create a communication strategy that builds relationships with customers, builds brand equity, and ultimately, increases sales, businesses must take into account several factors, such as:
- What to say
- Who to say it to
- How to say it
What to say?
This section refers to the message the customer is meant to receive. The message defines the product’s point of differentiation and remains consistent across all channels and communication mix. What is said in the message is important because it begins creating brand equity and customer relationships The message must demonstrate to customers how they will benefit from using the product, whether it's saving money or saving time. Customers just need to know what sets your product apart and why.
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| Nike maintains motivational messages consistent across channels that address different audiences. |
Who to say it to?
You would think this is easy to answered, but it may not be for all products. To answer this question correctly to ensure you're sending the right message to the right people, businesses must distinguish between decider, buyer, and consumer. Depending on the differences between who the decider, buyer, and consumer, messages must be tailored to each to ensure messages are effective.
How to say it?
How to say it consists of deciding a channel for each customer group, what communication mix to use, and the approach (informational or transformational).
An informational approach explains the benefits of the product in a rational manner. Examples are product demonstration ads and testimonials. This approach is usually used by those companies that sell toilet paper and detergent. Below is an example of an informational approach by Oxi Clean explaining the convenience of their detergent ball.
On the contrary, a transformational approach explains the benefit by appealing to emotions, such as fear, love, or humor. This approach is currently more popular and more effective. Companies who use this approach are attempting to demonstrate that their product is more than a product. It's an experience. Below is advertising by North Face. Here they demonstrate how their product accompanies customers through all the adventurous activities they want to do and through the excitement of accomplishing such activities.
Choosing between transformational and informational approach depends on the message and who the target audience is. If there is high price sensitivity on a common household good, a rational or informational approach should be used. If the product adds convenience, like a home security system, an emotional or transformational approach should be used.
An informational approach explains the benefits of the product in a rational manner. Examples are product demonstration ads and testimonials. This approach is usually used by those companies that sell toilet paper and detergent. Below is an example of an informational approach by Oxi Clean explaining the convenience of their detergent ball.
On the contrary, a transformational approach explains the benefit by appealing to emotions, such as fear, love, or humor. This approach is currently more popular and more effective. Companies who use this approach are attempting to demonstrate that their product is more than a product. It's an experience. Below is advertising by North Face. Here they demonstrate how their product accompanies customers through all the adventurous activities they want to do and through the excitement of accomplishing such activities.
Choosing between transformational and informational approach depends on the message and who the target audience is. If there is high price sensitivity on a common household good, a rational or informational approach should be used. If the product adds convenience, like a home security system, an emotional or transformational approach should be used.
The communication mix is crucial in reaching the customer effectively. The different communication strategies must be interconnected and say the same message. Some communication tools that are available are advertisements, sales promotions, personal selling, interactive marketing, guerilla marketing, merchandising, word of mouth, marketing 2.0 (social media), events and experiences. Putting all these together and streaming a consistent message across all tools is the best way to interact with customers.
Good examples!!
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