How to choose your communication channels Fiche ARTCADEMY

How to choose your communication channels

BC_4

Τιτλος: How to choose your communication channels

Λέξεις κλειδιά : branding, communication, corporative image

Συγγραφέας: IWS

Γλώσσες: English

Περιεχόμενα

• Identify your target audience:Find out the job titles of the people who make or influence decisions about purchasing the type of products you supply. Review the media information packs of magazines and newspapers that claim to reach your target audience. Draw up a shortlist of publications you could use for advertising or editorial coverage. Ask the sales team if they meet the key decision makers face-to-face. If they do, you can use the sales force to communicate information. Consider how you could use your website to communicate with the audience. Companies use the Internet to gather preliminary information when they are considering a purchase.
• Analyze the message you want to communicate:Use channels such as advertisements, email or short messages on social media such as Twitter to communicate a simple message, such as a price change or new product announcement. Select a channel that allows you to treat a topic in more depth if you want to explain the benefits of a new product or a strategic change in your company. Consider feature articles in magazines read by your target audience, detailed technical papers available from your website or speaking opportunities at industry conferences attended by your target audience.
• Calculate the cost of communicating through the channels you have identified:Obtain advertising rates from media publishers, ask designers and printers for quotes on producing printed documents such as technical papers and calculate the cost of direct sales calls on key decision-makers.
• Choose interactive channels:Set up a forum or product review page on your website to encourage visitors to share their views. Monitor social media for material that relates to your company. Respond to comments to build dialogue and protect your reputation.
• Work with communications professionals to develop and implement your communication strategy:Appoint a public relations consultant to handle relations with the media – ensuring that press releases appear in the right publications and gaining editorial coverage in influential media.

...Or show contents as static bullet points:

• Identify your target audience:Find out the job titles of the people who make or influence decisions about purchasing the type of products you supply. Review the media information packs of magazines and newspapers that claim to reach your target audience. Draw up a shortlist of publications you could use for advertising or editorial coverage. Ask the sales team if they meet the key decision makers face-to-face. If they do, you can use the sales force to communicate information. Consider how you could use your website to communicate with the audience. Companies use the Internet to gather preliminary information when they are considering a purchase.

• Analyze the message you want to communicate:Use channels such as advertisements, email or short messages on social media such as Twitter to communicate a simple message, such as a price change or new product announcement. Select a channel that allows you to treat a topic in more depth if you want to explain the benefits of a new product or a strategic change in your company. Consider feature articles in magazines read by your target audience, detailed technical papers available from your website or speaking opportunities at industry conferences attended by your target audience.

• Calculate the cost of communicating through the channels you have identified:Obtain advertising rates from media publishers, ask designers and printers for quotes on producing printed documents such as technical papers and calculate the cost of direct sales calls on key decision-makers.

• Choose interactive channels:Set up a forum or product review page on your website to encourage visitors to share their views. Monitor social media for material that relates to your company. Respond to comments to build dialogue and protect your reputation.

• Work with communications professionals to develop and implement your communication strategy:Appoint a public relations consultant to handle relations with the media – ensuring that press releases appear in the right publications and gaining editorial coverage in influential media.

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