Commection™
In a world of clutter how do you commect in a meaningful way to create fans who will be long term brand loyalists?
Firstly you need to take Word of Mouth seriously. According to Neilsen – word of mouth is the most trusted means of communication in the world. It travels in ‘natural networks’ and automatically has high degrees of trust and transparency. 80% of Word of Mouth occurs in the real world, 20% in the virtual world. The virtual world, templates what’s happening in the real world and provides a ‘group memory’.
Just as you do a media schedule which involves TV channels and radio, so you need to do a Word of Mouth channel. The Media here are People, the Web and the Cellphone.
How do you shape and control Word of Mouth, Word of Web and Word of Cell? You don’t.
This is the wrong question to ask. Instead, we need to ask this question…
How do we facilitate our ‘people’ (fans) to be so enthusiastic about our product/service they tell loads of other people about it?
To achieve this you follow a process – namely, Commection™. The IP in this area is too sensitive for us to publish, but here are some thought starters.
1. Any market has opinion leaders – you need to know who they are and how they relate to each other
2. To get them interested in your brand you have to find topics relevant to them
3 You have to find out how to ‘make’ those topics involving for them
4 You need to establish which topics relevantly connect with your brand/service so you are perceived to be genuine/authentic
5. You need to give your opinion leaders the tools to get enthusiastic without fuss
6. You need to facilitate their connecting with others to spread the word via the web, cell phones or social networks
7. You need to check your topics and tools are working – for the wider audience (if not go back to 2)
8. You need to learn to actively encourage feedback from your customers regularly
9. You need to actively learn to incorporate this feedback in your thinking or at the very least make people feel heard
10. And keep going through this cycle all over again, only constantly improving it.
Why not use proven alternative approaches to turn your customers into fans? For more information, check out our sister company thevillagesq.com
KodeCom™
Do you want to create cut through communication which is creative and relevant as opposed to wacky and superficial? That’s the gold isn’t it… memorable (through ‘creative’ delivery) and yet on brief (clear take out for the target audience). Too often creative development of communication is hit and miss. Increasingly, major organisations have found the key to this magic paradox using semiotics.
Advertising in any category is based on a set of unwritten rules or signs. We all have ‘software’ that tells us what sort of ‘ad’ this is for before we know the ending.
For example – ethereal music, flowing images, no voiceover and vital colours are the codes of perfume communication. So when Boddingtons – a UK beer from Manchester – created a very successful advert that looked like a perfume advert but it was for a beer – ‘The Cream of Manchester’ – it broke the rules and so made the advert creative and memorable with a very a clear message – the product was great quality.
KodeCom™ allows you to explore the unwritten signs/rules for advertising and communication in your category.
Do you want challenging and effective communication without the risk of disease? KodeCom™ is a ribbed condom.
