Choosing the Proper Lure for Your Audience

An urban legend claims that the Chevrolet Nova sold poorly in Spanish-speaking countries because its name translates as “doesn’t go” in Spanish. Despite the fact that the legend isn’t true, it’s become the premiere example why you must understand your audience.

When you’re developing your Strategic Communications Plan, the communication vehicle you use to speak to your audience is as important as your message. Today we discuss how to make the right choice.

Considering Cost

No Strategic Communications Plan has the financial resources to do everything. This makes budget allocation all the more critical. As I wrote in Channeling Your Message, every medium has a benefit and liability with respect of how you reach your audience and when. Cost will play an important role in the final selection of that media.

A common mistake in Strategic Communication Plans is purchasing glitz rather than audience. Yes, it is sexy to have a television commercial. But if no one sees that message, it didn’t work. And you just threw good money down the hole for no reason.

When evaluating your media vehicles, try to reach as much audience as you can with the dollars you have.

For more on this topic, read my article Is Radio Advertising Effective?

Considering Timing

Another common mistake by planners is ill timed messages. There are two schools of thought on this topic, and each is valid in specific situations.

• Point of Purchase is a method designed to reach an audience just prior to a purchase or other similar behavior. The success of this plan is to saturate media over a short amount of time with the goal of reaching an audience before the public reacts.
• General Awareness is a method for building a long-term behavior over a long period of time. It is akin to developing a brand name or product awareness.

Each method can be expensive, but neither work well in tandem. I prefer to select one method over the other and build my media plan to successfully achieve the selected method.

Community Climate

Nearly everyone hates telemarketers. But nearly everyone will listen to an automated message containing critical emergency information such as an evacuation. So would you use telemarketing?

If your message is one of safety, it makes sense. If you are selling a bar of soap, maybe not.

Politicians love telemarketing because it is a quick and cost-effective way to reach voters. When was the last time a politician really worried if you thought he was sleazy? He just wants your vote.

On the other hand, door hangers can be nice alternatives. But there are many places in the nation that balk at the idea of door-to-door salesmen. Consider what you plan to do and how.

Cultural Appropriateness

A few years ago, I nearly made a disastrous mistake of giving a Christmas Ham to a fellow employee who was Muslim. For me, it was an example of not paying attention to what I was doing. And it could have cost me tons of good will with a good friend.

When developing a Strategic Communications Plan, it is equally important to have such sensitivity. No, this isn’t a lesson in Political Correctness, but rather an understanding of how your message or communication vehicle will relate to the community.

For example, let’s take a look at the word “ma’am.” As a native Alabamian, I am hard wired to say “Yes, ma’am” or “No, ma’am” regardless of race, class, age, or phase of the lunar calendar. While living in various Southern cities, I never gave the term a second look. Then I moved to Chicago.

Here in the Windy City, people often use “ma’am” in a sarcastic manner. It’s hardly a respectful term.

So it should come as no surprise that my Northside-born boss blew a head-gasket once when I used the term when she was chewing me and another person out for a screw up. Had I been aware of the cultural differences, I would have avoided a very stern rebuke for an honest mistake.

The words you choose in your message can lead to similar misunderstandings. Choose words well.

Here are other articles I have written on this topic:

• New Campaign for Will County Health Department
• What Propels Intent to Purchase?
• Network Upfront Ends; Prices Down
• U.S. Olympic Committee to Launch TV Network in 2010
• Crimson Tide Scores Marketing Touchdown with A-Day Game
• Advertising Picks Up, Recession Nears End?
• Newspaper Revenue Trend Line Reconsidered
• Write an Elevator Pitch for Your Blog
• Will Online Ad Revenue Beat Newspapers in 2011?
• Help End WeFollow Abuse